Italy's average per capita spending for Black Friday, Cyber Monday, and holidays is €185, a 15% decrease from 2024. However, there is a growing trend of planning purchases ahead of time and more carefully. 44 % of Italians have already set a designated budget, and among them, approximately one-third intend to adhere to it, while more than a quarter plan to make purchases earlier than in prior years. This is according to Shopify's Holiday Retail Report 2025, which describes how purchasing habits are evolving ahead of the peak shopping season. 21% of consumers say they are "excited and eager" to go shopping, although the majority regard this as a minor personal pleasure to be enjoyed progressively. The Shopify study demonstrates how relationships and feelings have emerged as the primary determinants of consumer decisions. Italian consumers' purchasing decisions will be primarily influenced by fundamental human factors: family and friends rank first at 45%, followed by mood at 34%, and the enjoyment of 'looking around', commonly referred to as window shopping, at 32%. Among younger buyers, discovery is progressively occurring through social media: within the 18-34 age demographic, 27% actively engage with brands on social networks, reaffirming the significance of digital communities as a source of inspiration.