Author: Margarita Orozco, researcher at Center for Retailing of Business School of Tecnológico de Monterrey.
What Christmas brings to the lives of most people means that this date is awaited with great expectation, almost from the moment the king's cake is finished being cut. But, specifically, what do Mexicans expect from this Christmas 2023? In a study carried out by the Center for Retailing of the Tecnológico de Monterrey, it was found that the main feeling that Christmas brings with it is nostalgia, followed by joy, happiness, love, union, and hope. However, not all the feelings reflected were positive.
Stress, anxiety, and sadness are what some people feel in relation to these dates. The study was carried out through an anonymous, online survey, to a representative sample of the Mexican population, in terms of age, gender and geographical location of socioeconomic level C- and above.
On the other hand, according to Conanaco-Servytur, in 2022 the celebrations of Christmas Eve, Christmas, New Year, and Three Kings' Day generated an economic benefit of approximately 600,000 million pesos. For this reason, companies in the commerce industry also have great interest in this time of year, which brings with it important sales. In this sense, 92.5% of the study participants claim to be in the habit of doing Christmas shopping, but only 81% like to do this type of shopping.
The main categories of purchases planned for 2023 are: clothing (79% of respondents), food (71%), decoration items (50%), alcoholic beverages (48%), fashion accessories (48% ), toys (44%), footwear (42%) and electronic devices (40%).
It is notable to note that toys and electronic products, two traditionally significant categories in Christmas shopping, do not appear among the purchase intentions of the majority of respondents.