During the festive season, Italians are set to enjoy substantial time with family and friends, marked this year by noteworthy spending and travel trends. According to the latest survey on Christmas consumption conducted by Fiesa Confesercenti and IPSOS, households will spend, on average, €126 to celebrate Christmas meals, equaling total expenditures of approximately €3.5 billion.
This year, 17 million Italians plan to travel, marking an increase of one million from previous estimates. Notably, over 60% of these travelers will be staying within Italy's borders, as confirmed by the Osservatorio Turismo Confcommercio, working alongside Swg. The holiday period is expected to be more fragmented, characterized by multiple departures, with many choosing shorter trips outside the traditional timeframes.
The culture of ‘Christmas with your loved ones’ remains strong, as 59% of families will host guests on December 24 and 58% on Christmas Day itself. More than 80% of Italians plan to spend the holidays either at home or with relatives, with 83% choosing to celebrate on Christmas Eve and 81% on Christmas Day itself. Still, there exists about 8% of the population who will celebrate at the homes of friends during both occasions.
Experts anticipate over 4.5 million diners at restaurants, translating to 1.9 million people on Christmas Eve and another 2.6 million for the Christmas Day lunch. This will lead to combined spending around €500 million. For Christmas Day, there is a slight decrease expected among those who opt for restaurants or public venues, dropping to 7% from 9% the previous year, with dining locations remaining unchanged at 2%.
“Christmas purchases are increasingly concentrated within the final days,” observed Daniele Erasmi, president of Fiesa Confesercenti, highlighting the urgency and rhythm of last-minute shopping. “This surge provides much-needed relief to businesses following lackluster sales experiences earlier this December. Although Italians remain committed to enjoying fine meals, economic difficulties are palpable. There’s a discernible shift toward affordable options; with families tending to favor farmed fish to reduce overall spending amid inflations.”
He also mentioned the growing popularity of local and traditional sweets, with artisan-crafted options taking precedence over industrial offerings. This economic uncertainty is shrinking consumption, leading households to react to promotions and discounts, something once unique to larger retailers but now trickling down across various sales channels.
This holiday travel spree is projected to exceed €8 billion, with New Year's Eve earmarked for the largest share of this expenditure, averaging €390 per person, which calculates to nearly 9 million total travelers. For Christmas, 44% of travelers intend to visit friends and family, primarily gravitating to large cities or cultural sites, followed closely by coastal destinations at 22% and mountainous areas at 17%.
The choice of destinations is driven by desires for rest and opportunities to savor local culinary specialties, evidencing the enduring link between tourism and regional gastronomy. On New Year's Eve, 27% of travelers are expected to select major cities or art hubs as vacation spots, whereas 23% favor the mountainous retreats—which will see over one quarter of Italians opting for accommodation there.
Carlo Sangalli, president of Confcommercio, remarked, “Tourism continues to serve as a catalyst for development, creating jobs and wealth. While forecasts for 2025 look promising, there are still concerns about other sectors, such as automotive and apparel, which might pose risks to economic advancement.”
Despite the challenges highlighted, it seems the relentless spirit of Italian holiday tradition coupled with economic awareness has shaped this year's celebrations. Families are content to relish festive times, both at home and on the go, bridging culinary delights with cherished bonds.
