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Those giving gifts expect to spend an average of HUF 50,000 on presents, although half of respondents typically exceed their holiday budgets.
The October survey, conducted by NRC, found that eight in 10 respondents intend to give Christmas gifts, up from around two-thirds three years ago. However, shoppers are narrowing their gift lists and looking for ways to contain costs.
Among gift-givers, fewer than one-quarter plan to buy presents for more than six people, compared with around one-third previously. Some 83% are taking steps to limit spending, including choosing smaller gifts, comparing prices online, buying discounted products and purchasing fewer presents.
One-quarter of respondents plan to spend between HUF 20,000 and HUF 50,000 on gifts, while one in 10 would spend less than HUF 10,000. The proportion allocating no money to gifts has fallen from 39% to 26% over three years.
Despite efforts to economize, 53% of respondents have costly Christmas traditions they would retain even in difficult financial circumstances. Festive cooking and baking, a generously supplied holiday table and decorative lighting were among the priorities.
Most respondents could not yet estimate their Christmas food spending. Those who could generally planned to spend no more than HUF 30,000. Shoppers also expressed a willingness to choose lower-priced store-brand products for the holiday season.
Three-quarters said they prefer giving presents to receiving them. While gift-giving remains widespread, half of respondents said their families follow agreed limits, most commonly buying only for children, setting spending caps or pooling money for a joint present.
Among those who do not give gifts, many openly embrace the decision, saying Christmas is more pleasant and less stressful without presents and that experiences matter more than objects that may go unused.
Some 52% of gift-givers prefer tangible presents, 13% favor experiences and 35% decide according to the recipient.
Clothing, beauty products, fragrances and toys lead this year’s gift choices. Other popular categories include food and drinks, books, shopping vouchers, decorative items, and small kitchen appliances and utensils.
Concert, cinema and theater tickets are the most popular experience gifts, followed closely by wellness breaks and travel.
Smartphones are twice as popular as last year but remain outside the 10 most common gift choices. Laptops, game consoles and televisions also fall outside the top 10.
Half of gift buyers begin shopping by early November at the latest, with purchasing continuing into December. Almost none leave their shopping until the final days before Christmas.
Early shoppers primarily want to spread tasks and expenses over a longer period. November promotions, including Black Friday discounts, are also a particularly important factor this year.
“Half of respondents generally exceed their planned Christmas budget, and one in seven has to tighten their belt in January as a result. Those who spend on Christmas mostly cover their holiday expenses from their current monthly income, and 55% do not set money aside even one or two months in advance. It is worth reviewing expected costs well before the holidays and regularly putting aside even smaller amounts so that everything does not have to come out of December’s pay. Several savings options are now available that can help keep money earmarked for the holidays separate from everyday spending,” said Andrea Frei, Cofidis’ head of brand and communications.
Christmas trees remain central to celebrations, with three-quarters of respondents certain they will put one up. Artificial trees are the most popular choice, selected by around six in 10 tree owners. Approximately one-third choose a cut tree, while 7% opt for a living, potted tree.
At workplaces, Christmas parties and festive decorations are the most common traditions. Some employers also provide holiday cash payments, bonuses or gifts, while exchanges between colleagues and additional time off are less widespread.
Artificial intelligence is playing a growing role in preparations. One in 10 respondents now uses AI for Christmas-related tasks, twice last year’s proportion, primarily for gift shopping, present and decoration ideas, and menu planning.
NRC surveyed 500 internet users ages 18-69 through an online questionnaire in October 2026. The sample was representative of Hungary’s internet-using population in that age range by gender, age group, education, settlement type and region.
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