Christmas 2024 reflects the changes in the behavior and priorities of Brazilians. According to the unprecedented research by Hibou,company specialized in monitoring and consumption insights, conducted with more than 1200 Brazilians, only51% of respondents plan to buy giftsthis year, an indication of the economic challenges faced by many families. Parallely, the survey revealed that14% of Brazilians will spend the date alone, an increase of3 p.pin relation to 2023. Despite that, 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 lower intention to give gifts 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 research coordinator
Gift cuts and list changes
With the intention of giving fewer gifts compared to previous years, the budget stands out as a decisive factor: Of the 51% who intend to buy gifts, 28% plan to spend between R$250 and R$500already 20% between R$150 and R$250, while another 20% intend to invest between R$500 and R$1000. A small portion of 12% only intends to spend more than R$1000.
Even for those who will give gifts, the profile of the awarded has changed. The children gained priority, climbing 4 p.p. (54%), while the parents (47%)and spouses(48%) had significant drops, of15 p.pand7 p.prespectively. The choice reflects a greater focus on the next generation and on those who are closest in the family core
Among the 31% who will not buy gifts this year, the main reasons are lack of money (32%), indebtedness (14%), economy (18%) and not feeling in the Christmas spirit (12%)
Health is out of the question: clothes and perfumes dominate desires
If in 2023 health was the most desired gift by Brazilians, in 2024, the desire for tangible items has returned with strengthClothes (22%) and perfumes (10%)lead the list of most anticipated gifts, followed byelectronics (11%). Travel stays with7%of desire
Health was a desire for 32%in 2023 fell to9%,indicating a shift of emotional priorities towards practical and material needs
Christmas shopping ranking
For the51%that will gift, utility items gain full strength on the shopping list. 64%will 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 onlinewhile acquisitions in shopping malls (49%)fell9 p.preinforcing trust in e-commerce and delivery logistics. At the same time, 43%they still prefer street stores
Loneliness and hope coexist
The increase in the number of people who will spend Christmas alone, that reached14%, reflects a complex reality, with an increase in3 p.pin relation to last year. There was also, strengthening the feeling of hope40% of Brazilians see Christmas as a moment of renewalwhile 47% see the date as an opportunity to gather 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
On the table, the classics remain as protagonistsPeru (18%), chicken (11%) and pork shoulder (9%)they remain among the most appreciated dishes. The family dinner remains one of the hallmarks 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 their Christmas expenses with this month's salaryalready 2 in every 10 Brazilians will use the second installment of the 13th salary, another 10% will use the first installment of the 13th salary,while7% will have extra income or side jobs. For many, Black Friday was a strategic opportunity, with33% having bought gifts during the promotions
"The research reveals to us how Christmas adjusts to social and economic conditions". Even amid restrictions and changes in behavior, Brazilians still value 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"
