After weeks of U.S.-focused retail data, it’s refreshing to see a European lens on holiday spending. According to new research, European shoppers are expected to increase spending by 3.1% this season, with a clear shift toward affordable indulgence — small treats that balance value with joy.
Key findings from the study:
- Discretionary spending is holding steady, despite economic uncertainty.
- Affordable luxuries — premium chocolates, wines, and beauty products — are driving growth.
- Price awareness remains high, but shoppers are still making room for moments of comfort and celebration.
This mix of caution and optimism captures the spirit of the 2025 festive season in Europe: mindful consumption, emotional connection, and selective splurging.
Europe’s shoppers are ready to celebrate thoughtfully. Let’s make sure your message lands at just the right moment.