Which are the the most purchased gifts for Christmas 2021? The National Union of Consumers conducted the traditional Christmas spending study, estimating the top 10 Christmas sales in 2021, not based on the usual surveys, but rather by processing Istat data on retail sales.
I toys they win by qualifying first place of Christmas shopping, as tradition dictates. In second place are personal care products such as perfumes, aftershaves, cosmetics, face-body creams, makeup kits.
Christmas 2021, the most purchased gifts in Italy
Third the Home appliances such as televisions, electric coffee makers, toasters, electric razors, vacuum cleaners, clock radios, video cameras. The study analyzes, for each group of products, the increase in sales, tracing the ranking of those that mark a greater increase in spending, not in euros therefore, not in absolute value, but in percentage terms with respect to the sales of the previous months.
In fourth position we place the Household genres (kitchen utensils, tableware, porcelain, ceramics and tableware) while in fifth position, stationery products (books, calendars, pens, diaries, postcards), generally given away by companies.
The classification
It is followed by the equipment of information technology, telephony and telecommunications (mobile phones, cordless phones, computers, tablets, e-book readers, computer furniture, printers, electronic games …), in seventh position footwear, leather and travel items (also suitcases, handbags, wallets, leather belts ..) and, in eighth position, Garments and leathers (also gloves and belts, ties).
These last two elements are clearly improving over the years. pre-pandemic. In 2019, for example, clothing ranked ninth, with sales growth of 26.8%, compared to + 35.7% this year, while footwear was even outside the top ten, in the eleventh position, with an increase of 16.2% compared to + 37.4 today. In ninth position Other products (jewelry, watches, frames, gold objects OR silver, flowers and plants …). Close the top ten, Photo optics and musical instruments (cameras, binoculars, microscopes, telescopes).
Only in eleventh position, out of the ranking, Food and drinks. The item includes both the increase in spending that is produced by Christmas lunch and gifts based on food, such as panettone, pandoro, sweets, sparkling wines. The lower increase compared to the rest of the divisions also depends on the fact that the purchase of food is constant throughout the year, unlike Christmas products, more specifically such as toys.
In twelfth place, Furniture and textile articles and home furnishings (lighting items, paintings, tablecloths, centerpieces …).
Data analysis
“Ours is a ranking of the gifts that are normally given, based on the percentage of increase in their sales, not a ranking of the most appreciated. We do not know, therefore, if receiving the classic perfume or aftershave, instead of a book, fifthly, is really appreciated by those who receive it. The truth is that they are highly donated, in some cases also because they are easy to do with affordable prices for all budgets. Regarding the first place in the classification, children, as they should be, continue to be the protagonists of Christmas “ he claims Massimiliano Doña, President of the National Union of Consumers.
| Products | Estimated increase in% of sales | |
| 1 | Games, toys, sports and camping supplies (including sports equipment, excluding electronic games) | 68.6 |
| 2 | Perfumery and personal care products (perfumes, aftershave, cosmetics, creams, makeup bags …) | 53.8 |
| 3 | Appliances, radios, televisions and recorders (televisions, electric coffee makers, toasters, electric razors, vacuum cleaners, radio clocks, video cameras …) | 48.6 |
| 4 | Durable and non-durable household items (kitchen utensils, tableware, porcelain, pottery and tableware …) | 42.9 |
| 5 | Stationery products, books (books, calendars, pens, diaries, postcards …) | 42.0 |
| 6 | Information technology, telephone and telecommunications equipment (cell phones, cordless phones, computers, tablets, e-book readers, computer furniture, printers, electronic games …) | 41.4 |
| 7 | Footwear, leather and travel items (including suitcases, bags, wallets, leather belts …) | 37.4 |
| 8 | Clothing and furs (including non-leather gloves and belts, ties) | 35.7 |
| 9 | Other products (jewelry, watches, frames, gold or silver objects, flowers and plants …) | 35.6 |
| 10 | Photo optics and musical instruments (cameras, binoculars, microscopes, telescopes …) | 30.4 |
| eleven | Food (food and beverages, alcoholic and non-alcoholic) | 20.0 |
| 12 | Furniture and textile and home decoration items (lighting items, paintings, tablecloths, centerpieces …) | 9.8 |
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