With the festive season less than a month away, the French are starting to shop. The economic situation and the loss of purchasing power are prompting consumers to arbitrate their spending. Ankorstore (a professional platform that connects retailers and brands) has conducted a study in partnership with the YouGov institute to better understand the general public’s purchasing behavior during this period.
To carry out the study, 2018 people (aged 18 and over) were questioned between October 16 and 17.
Will Santa come down from the sky with thousands of presents this year? Not very likely, given that the holiday season represents financial stress for one in two French people.
The strategies for coping are varied. Nearly 60% of those surveyed will opt for low-price or promotional purchases, and 63% will try to spread out their spending as much as possible.
“This figure is up on 2022, when only half of French people adopted this strategy. Women (70%) and the 35-44 age group (71%) are particularly inclined to adopt this option,” analyzes Ankorstore.
A tense budget
On average, the French will spend 529 euros on their Christmas purchases (gifts, decorations, meals, etc.). “A stable budget compared to last year. A budget situation anticipated by local retailers, who are cautious,” explains Ankorstore. “71% of retailers believe that consumers will not increase their holiday budgets. In detail, 41% of retailers are even planning to spend less than last year, and 30% are betting on a similar basket. 55% of retailers say they are keeping a close eye on their stock to avoid exposing themselves …
