Italian Christmas consumption

Boom in non-food

The retail market got a big boost during Christmas. In fact, this month we witnessed a significant increase in sales in numerous product sectors including books, beauty, consumer electronics and fashion. The Stocard Observatory compared purchases in retail markets in December 2020 to the period from September to November.

Books recorded a significant increase (+ 71%), followed by beauty with a 66% increase compared to the previous three months, while fashion recorded a 37% increase.
Catering also saw a surge, (+ 37%) and benefited from delivery as well as by taking advanatge of the days in which the government allowed restaurants to be open. The electrical appliance sector has brought consumption up 52% compared to previous months, followed by articles for children (+ 31%).

The day that recorded the peak of Italian spending was 23 December, the day on which there was a 47% increase of purchases by Italian consumers compared to the other days in December, also due to the imminent entry of the whole country into a red zone the next day.

Compared to the previous three months, there was also a considerable increase in consumers in general, up 22%. At the same time shopping events, that is the opportunities that citizens have dedicated to shopping, have increased by 27%. All these are positive signs that we hope are good omens for 2021.

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