Milan, 10 December (LaPresse) – Average spending on Christmas shopping has reached €228, an increase of 10% compared to 2024. This is according to the Italy Holiday Shopping Outlook by Bain & Company Italia, conducted in collaboration with Toluna, a survey involving over a thousand respondents. Not only that, but the budget dedicated to Christmas holidays is also increasing – to €650 (+8% compared to last year) – with two out of five Italians planning to travel, 71% of whom are choosing an Italian destination. The mountains remain the most popular destination (45%), followed by cities of art (39%) and the seaside. Six out of ten consumers take advantage of winter season offers – including Black Friday – as a strategic moment to plan their Christmas gifts and purchases in advance. "Italians are allocating a higher average budget than last year, both for Christmas gift purchases and for planning their winter holidays. Black Friday, as well as the month of December, therefore represent a crucial lever for intercepting consumer needs. Retailers have a unique opportunity: to offer integrated, flexible and experience-oriented offers. Those who are able to respond to these needs, particularly those of Gen X, which is driving the search for experiences, will be able to capture value at a decisive time of year for household spending," comments Luigi Do, Retail Partner at Bain & Company.