The research shows a decline in the proportion of people expecting to spend more, a narrowing circle of both recipients and those celebrating with extended family, and a growing preference for practical gifts over experiences.
Half of Hungarians have already started or plan to start Christmas shopping in November, while one-third will wait until early December. On average, respondents said their households plan to spend HUF 75,000 on gifts — slightly below last year’s HUF 77,000 in real terms. The share of families planning larger expenditures has fallen: 45% intend to spend less than HUF 50,000, and only two in ten expect to spend more than HUF 100,000. Meanwhile, the number of people who do not plan to buy any gifts at all has risen. Among them, one-third said they never buy Christmas presents, while a quarter cited financial constraints as the main reason.
The average number of intended gift recipients also dropped, from 5.8 to 5.4. Fewer people plan to buy gifts for their partners or parents, but slightly more are shopping for children or grandchildren. Respondents under 30 and women said they expect to buy for more people than men or older adults. Most people plan to surprise their spouse or partner (59%), followed by children (55%) and parents (48%). Fewer plan to give gifts to extended family members, while one in five still intends to surprise friends.
The most popular product categories remain unchanged: clothing (46%), toys (39%), and electronics (34%) top the list. According to the Central Statistical Office (KSH), these product groups have risen in price slightly below inflation, meaning this year’s Christmas budget will stretch less far than last year’s. Practicality has become a stronger factor: more respondents plan to buy clothing (up from 40% to 46%), while fewer are opting for experience-based gifts (down from 22% to 16%).
Among electronics, headphones or earbuds (27%) and smartphones (27%) are tied for first place, followed by smartwatches (23%), gaming consoles and games (19%), and phone accessories (19%). The top criteria when shopping are that the gift is personalized (58%), useful (47%), and reasonably priced (35%). More respondents this year also said they prefer unique (23%, up from 17%) or sustainable (10%, up from 6%) gifts, the latter being especially important among 18–29-year-olds. Interestingly, 56% said they prefer to be surprised rather than receive something agreed upon in advance, while 55% said they like to know what the recipient would like to receive.
The survey also explored what Hungarians find most challenging about holiday preparations. Four in ten said choosing the right gift is difficult, while three in ten cited managing Christmas-related expenses. One in five struggles to stay within the planned budget, and lack of time is a common issue, especially among women and people in their thirties.
When it comes to saving, most respondents said they would cut back on entertainment such as movies or concerts (37%), Christmas decorations (29%), and travel or vacations (29%). One in five would save on Christmas sweets, gifts, or even the tree, while a quarter would reduce other non-holiday expenses. Only one in ten, however, considers reviewing regular monthly spending.
Yet those routine expenses could be a key source of savings: according to Yettel’s data, households can save nearly HUF 100,000 per year by combining flexible mobile, home internet, TV, and streaming services with the company’s Full package. The bundle, which can be expanded freely and accessed without a loyalty period, offers up to 30% monthly discounts. The amount saved could easily supplement the Christmas budget — or be set aside for travel and vacations.
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