Christmas is approaching, which means it's time to start thinking about gift giving. However, this is not the priority in Italy: recent Mastercard analyses of Italian consumer behavior project that consumer spending during the 2025 holiday season will increase, with a pronounced inclination towards "affordable luxuries" such as high-quality food products, beauty items, and home accessories. Specifically, Italians are the highest spenders on food during the holiday season compared to other nations, with an average expenditure of €39 on food purchases. Demand for high-value goods such as furniture and electronics has declined across Europe, with certain exceptions: in Italy, consumers remain concentrated on home accessories and appliances, accounting for 4.7% of holiday expenditures. Finally, beauty products and second-hand things maintain their popularity, with Gen Z and Alpha driving demand and growth.