Festive December: Santa is outpacing Sinterklaas in stores

Christmas remains the main driver for retail sales, with an expected 2% increase in purchases compared to last year. A significant 82% of Dutch people celebrate Christmas, while the number celebrating Sinterklaas has decreased from 52% in 2023 to 48% in 2024. There are clear generational differences in this trend: Gen Z and Millennials in particular spend more on Christmas gifts. On top of that, the number of gifts being given at New Year’s celebrations has gone up by 5%.

Financial concerns driving choices

Despite this upward trend, consumers' financial worries have grown over the past year. Younger generations, especially, are concerned about their financial situation. The majority of households surveyed say they are spending less on gifts and groceries, and nearly half indicate they are shopping more consciously. This means changes like purchasing only products they really need, taking advantage of discounts more often, and switching from branded to supermarket own-brand goods. There is also a noticeable difference across various categories: increased spending is expected in gift items, clothing and footwear, while a decrease is anticipated in sports and DIY products.

Challenge for retailers

In a time when consumers are more conscious and price-sensitive, it is crucial for retailers to be flexible and creative. Keeping products affordable is especially important. Attractive discounts and a wide range of products at different price points draw more customers. Running personalised online campaigns and employing clear marketing strategies that emphasise value, quality and sustainability also help.