Only 51% of Brazilians intend to present this Christmas, reveals research

Christmas 2024 reflects the changes in behavior and priorities of Brazilians. According to the unprecedented survey of Hibou, a company specialized in monitoring and consumer insights, conducted with more than 1200 Brazilians, only 51% of respondents plan to buy gifts this year, an indication of the economic challenges faced by many families.In parallel, the survey revealed that 14% of Brazilians will spend the date alone, an increase of 3 pp. in 2023, however, 40% still see Christmas as an opportunity to renew hope for the future.

“We are following a movement that combines adaptation and resilience. The increase in the number of people who will spend Christmas alone and the lesser intention to give reflect both financial constraints and emotional changes. Even so, the Brazilian maintains the essence of Christmas, as a moment of hope and meaning,” analyzes Ligia Mello, CSO of Hibou and coordinator of the research.

Cuts on gifts and changes to lists

With the intention of giving smaller compared to previous years, the budget stands out as a decisive factor: Of the 51% that intend to buy gifts, the 28% plan to spend between R$250 and R$500, which already 20% between R$150 and R$250, while other 20% intend to invest between R$500 and R$1000. A small portion of 12% just intends to spend more than R$1000. 

Even for those who will give gifts, the profile of the recipients has changed. The children gained priority, rising 4 pp. (54%)while parents (47%) and spouses (48%) they had significant falls, from 15 Pp. e 7 P.p., 7 the choice reflects a greater focus on the next generation and who is closest to the family core.

Among the 31% that will not buy gifts this year, the main reasons are lack of money (32%), debt (14%), economy (18%) and not feeling in Christmas mood (12%).

Health comes out of the top: clothes and perfumes dominate desires

If in 2023 health was the most desired gift by Brazilians, in 2024, the desire for tangible items came back with strength: Clothing (22%) and perfumes (10%) they lead the list of most anticipated gifts, followed by electronics (11%). Travels stay with 7% of desire.

The health that was a desire for 32% in 2023, it fell to 9%, indicating a shift from emotional priorities to practical and material needs.

Christmas shopping ranking

For the 51% that will gift, utility items gain full strength in the shopping list. 64% invest in clothing and accessories; 35% in perfumes and cosmetics; 34% in toys; 22% footwear and 13% books.

Purchases also show consolidated trends. 56% will choose to shop online, by while acquisitions in malls (49%) fell 9 P.p., 9 strengthening trust in e-commerce and delivery logistics.At the same time 43% they prefer street shops.

Loneliness and hope coexist

The growth in the number of people who will spend Christmas alone, which has hit 14%, reflects a complex reality, with an increase of 3 pp. in relation to last year, there was also a strengthening of the feeling of hope: 40% of Brazilians see Christmas as a moment of renewal, a while 47% consider the date an opportunity to reunite the family.

This scenario reveals a duality: while some face introspection and loneliness, others find in the date a chance for reconnection and optimism.

Christmas traditions resist change

At the table, the classics follow as protagonists: Peru (18%), chester (11%) and shank (9%) they remain among the most appreciated dishes. The family supper remains one of the brands of Brazilian Christmas, being the choice of 27% of respondents.

Consumption with foot on the brake

Consumer behavior reflects the search for financial balance: 44% will finance Christmas expenses with the month's salary, which already 2 out of 10 Brazilians will use the second installment of the 13th, another 10% will use the first installment of the 13th, while 7% will have extra yields or nozzles. For many, Black Friday was a strategic opportunity, with 33% having bought gifts during promotions.

“A research reveals how Christmas fits social and economic conditions. Even amid restrictions and behavioral changes, the Brazilian still values the date as a moment of renewal and connection. It is a reflection of our ability to adapt and the emotional value that Christmas carries,” concludes Ligia Mello.