MilleŚwięta 2018 survey – how much will the Poles spend on this year’s Christmas?

Estimated total spending of households for Christmas 2018 is PLN 23.84bn. This means PLN 1.88bn growth over 2017 i.e. 8.6% more y/y (according to IBRiS data).

The statistical family receiving the 500+ benefit will spend PLN 1973 for Christmas i.a. close to PLN 220 more than the average for all families. In the group of families benefiting from Family 500+ programme the estimated total spending of households for Christmas 2018 is PLN 4.83bn (up by PLN 0.4bn i.e. 9.2% y/y).

- The growth of declared Christmas spending is consistent with growing consumer spending to be seen in the entire economy. Consumers are increasing spending due to growing income as well as optimistic sentiment. Decline of fear of job loss owing to record-low unemployment as well as optimistic expectations regarding future financial situation are increasing inclinations to consumption spending. Also significant are payments of social benefits, which increase the buying power of persons with relatively lowest income. This can be seen in the strong growth of declared Christmas spending in the group of households receiving 500+ benefit+ – Grzegorz Maliszewski, Chief Economist of Bank Millennium, said.

Where will we go to buy produce for the Christmas dining table?

As in last year, the most popular place where the persons surveyed plan to buy groceries for Christmas are discount shops. In such shops purchases of food products will be made by more than six out of ten persons polled. Discount shops are gaining in popularity as the place for grocery shopping (growth vs. 2017 is 19 p.p.). 46% of respondents will buy Christmas groceries in a hyper or supermarket. More than three out of ten persons surveyed will decide to buy their groceries on a marketplace, just as many plan to buy in a specific shop (however not a discount shop or, hyper/supermarket). Although the internet is where the persons polled intend to buy groceries less often, there are nevertheless more willing to do so compared with last year. 6% respondents plan to buy their Christmas groceries online with use of a computer, while 4% will use a smartphone for that purpose. Even a year ago no respondents whatsoever were contemplating buying groceries for Christmas using a mobile device.

We buy presents increasingly often with a smartphone

In case of Christmas presents the list of places where the persons polled plan to buy them is getting reversed. The most frequently selected (indicated by 40% respondents) place for buying presents are specific brick-and-mortar shops (not discounts shops or hyper/supermarkets, which in 2017 had been most readily chosen as the place to buy Christmas gifts). Contrary to groceries, the gifts will be willingly purchased online, rather traditionally with use of a computer (37%) than a smartphone (19%). Smartphone shopping is actually gaining popularity – the percentage of people who intend to buy Christmas presents with use of a mobile device went up by no less than 14% as compared with last year. More than three out of ten persons polled will go to a hyper of supermarket to buy presents. More than one out of six plan to go shopping to discount shops. The place where persons surveyed are less willing to buy presents than groceries are marketplaces.

Cosmetics and toys for Christmas

Cosmetics or perfume (53%) remain the most popular Christmas present. Children will usually get toys from Santa (45%). Four out of ten persons surveyed plan to buy books; over 34% will buy clothes and more than three out of ten - sweets. More than one out of six intend to give money as a present or a luxury product e.g. watch or expensive wines or spirits; close to 15% of persons polled will decide to buy electronics; almost 12% are contemplating buying computer games and one in ten will give their dearest a gift card.

Christmas preferably spent at home

As regards the place to spend Christmas, Poles remain traditional. As was the case last year most of the persons surveyed intend to spend it at home (61%). Meanwhile 34% will go to their relatives. A practice followed relatively seldom is going abroad for Christmas, spending it with friends or going to a tourist venue in Poland.

Survey metric: the survey was made by Instytut Badań Rynkowych i Społecznych IBRiS on 13–16 November 2018 on a representative national sample of 1000 adult Poles. Survey technique: CATI. The total amount of spending is calculated on the basis of declarations of respondents specifying the planned amount of Christmas spending. The calculation uses GUS demographic data concerning population distribution as well as number and structure of households. Data concerning households covered by Family 500+ come from declarations of the persons surveyed as well as statistics made available by the Ministry of Family, Labour and Social Policy.