Christmas is in full swing, and between now and Christmas Eve, approximately 20 million Italians will be looking for last-minute gifts to put beneath the tree. Consumer attention is once again focused on physical stores: 62% plan to shop in a store, 22% in a supermarket, and 17% in a Christmas market or fair. Overall, gift spending is estimated to be €250 per individual, for a total revenue of €9.5 billion. This is according to a Confesercenti-Ipsos survey of Italian spending during the winter holidays. During the Black Friday period (November 26 to December 2), the proportion of individuals who also purchased a gift in a physical shop remained approximately 32%. In the subsequent seven days (December 3-9), this figure increased to 39%, and between December 10 and 16, it further rose to 47%. Between this week and the start of next week (December 16-24), 62% of those polled will also shop in-store. This will increase by more than €6 million by Christmas Eve. Expected expenditure is greatest among individuals over 34 years of age and residents of Northern Italy, amounting to approximately €300. It is lowest among young people (€200), Central Italians (just under €250), and individuals from the South and Islands (about €200). On average, they will buy eight gifts per person, but 20% of those polled want to buy three or fewer.