Nearly half of Hungarians are planning to spend the same amount this year as in 2007, a year before the crisis stuck. Hungarians usually like to do all the shopping at one place, they most often buy the presents – primarily clothes and accessories – in shopping centres, department stores as well as in super- and hypermarkets; every other European, and Hungarian, prefers to give these presents to their loved ones.

The GfK Group and the Wall Street Journal Europe conducted a survey in 16 countries – among them in Hungary – in September 2010 on how much the population aged 15 and over are planning to spend on Christmas presents this year, what kind of presents they will buy and where they will purchase them. The countries participating in the survey are: Belgium, Brazil, Bulgaria, Columbia, Czech Republic, France, Hungary, India, Italy, Netherlands, Portugal, Romania, Spain, Sweden, United Kingdom and the USA.

How much is spent on presents?

In Central Eastern Europe, just like in Hungary, three in four people are planning to spend up to €100 (about HUF28,000) on presents this Christmas season. However, in most of the European countries participating in the survey, people are intending to spend more on presents: 47% of them less than €100, a quarter of them between €100 and €250, while 28% of them more than €250.

Development of spending on presents compared to the period before the crisis

Compared to the 2007 season not yet hit by the crisis, Hungarians cut back on their Christmas spending more than Europeans in general. Nearly half of the respondents in Hungary will probably spend less than three years ago, while the similar proportion is 38% in the whole of Europe. There is a small group of people, 14.5% of Europeans, and a mere 7% of Hungarians, who are planning to spend more.

Where do we buy presents?

According to the results, Hungarians like to buy everything at one place, and they choose smaller specialist shops only when they cannot buy something (or are looking for a kind of special present).

Shopping centres, department stores, super- and hypermarkets are the most often chosen places, six in ten Europeans buy their presents in them, and it has not changed since 2007 either. Small specialist shops, boutiques, gift shops have the next highest frequency of visits – one in five European and Hungarian respondents classified themselves here – and this is also almost unchanged compared to 2007.

The European population is divided as regards online shopping. People living in the western part of the Continent are more willing to choose this channel (the proportion of online shoppers is 5% in the whole of Europe, in some countries it reaches even 10%). Only 2% takes advantage of this opportunity in Hungary. However, it deserves attention that 9% of Hungarians like to buy presents from street vendors and at different Christmas fairs.

What kinds of presents are chosen?

Clothes and accessories are far the most popular presents, every other European – among them Hungarian – gives these to their loved ones. Toys are the second most popular presents in Europe followed by books and closely behind them beauty care products. There are fewer food products, beverages among the presents, only 16% of respondents buy them.
The order of preference is different in Hungary. It is also clothes that top the popularity list, but beauty care products are placed second, four in ten Hungarians buy one of these products. Books are placed third, toys fourth, and food and beverages fifth.

What kinds of presents are chosen? (Percentage of respondents)
Whole of Europe Hungary
Clothes and accessories 50 Clothes and accessories 53
Toys 31 Beauty care products 43
Books 24 Books 36
Beauty care products 21 Toys 30
Food, beverages 16 Food, beverages 21"

Source: GfK Group