HOLIDAY BUYING SEASON
Havas Market has unveiled the results of its study on purchasing behavior for the 2024 holiday season, revealing that 56% of French people plan to limit their spending (-4 points vs. 2023). The average gift budget is 261.40 euros, but 40% will spend less than 200 euros.
For their Christmas purchases, 26% of French people plan to use deferred payment and 11% credit. 51% of consumers will make their purchases in November, including 23% during Black Friday (+7 points vs. 2023). Amazon (66%) is the most popular shopping destination for Black Friday and Christmas, ahead of Google (34%) and FNAC (28%).
Social networks also have a notable influence, with 14% of French people saying they draw inspiration from them, and 9% making their purchases there directly. The trend is towards responsible gifts, preferred by 47% of the French, while “experience” gifts (24%) are gaining in popularity (+7 points vs. 2021). Finally, 52% of consumers plan to buy their gifts both in-store and online (+6 points vs. 2023).
