The world is celebrating Christmas, the streets are filled with a festive mood. Christmas spending in the EU is set to rise in 2025, with inflation and new tougher toy safety standards affecting prices.
Germany is expected to be the biggest buyer of gifts in the EU during the festive season with spending of around €85.24 billion. France (71.65 billion euros) and Italy (over 43 billion euros) follow. The UK also reported growth of 3.5% on last year, despite a slow start to the season, according to PwC research.
What Europeans are buying this Christmas
Beauty, fashion and electronics are among the most popular gifts. Czechs spend the most on cosmetics and games, Poles prefer jewelry and watches, and Italians invest in home appliances. The Spanish are betting on second-hand finds – an original and sustainable approach to the festive season.
Toy safety remains a priority
In 2025, the European Council adopted new toy safety rules, including a digital passport to track products and a ban on hazardous chemicals. According to a study by Toy Industries of Europe, a large proportion of toys sold online do not meet safety standards, making the measures particularly important at Christmas.
Holiday spending with a smart strategy
Although prices are higher due to inflation (2.2% in the Eurozone in November 2025), consumers are careful and prefer affordable but meaningful gifts. The Mastercard Economics Institute notes that people are looking for a balance between festive cheer and reasonable spending to make Christmas special for everyone close to them.
