Christmas is traditionally associated with gift-giving and festive meals, but what do recent consumer studies show? Read more on the laen.ee blog.

Christmas has traditionally been associated with gift-giving and generous festive meals, but recent consumer studies show that Estonians are becoming more thoughtful about their holiday spending. This year, both gift and food expenses are lower than in previous years — not necessarily because of financial difficulties, but rather due to more conscious planning.

Gifts Are Chosen Thoughtfully, Not Out of Habit

In previous years, a large share of families spent over €150 on Christmas gifts, but this figure has now declined significantly. Most people stay within a budget of up to €150, and gift choices are considered more carefully than before. The mindset of “the more, the better” is fading — the meaning and value of the gift matter more than quantity or price.

Many purchases are spread out over time: some gifts are bought early, during major discount campaigns or even throughout the year. At the same time, there are those who leave decisions to the last minute and make spontaneous purchases in December. Black Friday and online sales still influence consumers, but not as strongly as in the past.

The Christmas Table: Quality Over Quantity

Changes are also visible in how the Christmas table is planned. Around one-third of families prepare their holiday meals similarly to previous years, but almost the same number deliberately opt for more modest choices. The use of expensive ingredients is reduced, simpler dishes are preferred, and more food is prepared at home instead of buying ready-made products.

There is also growing awareness of food waste. During the holidays, food often goes to waste as people visit many relatives and friends, and every home has an abundant table. That’s why focusing on quality rather than quantity makes the celebration more enjoyable and easier on the budget.

How to Plan Christmas Expenses Wisely

Set a clear budget for Christmas gifts.

Make a list of recipients and gift ideas.

Use discounts consciously, not emotionally.

Choose thoughtful and practical gifts.

Plan food expenses to avoid unnecessary purchases.

If Your Christmas Budget Needs a Little Support

Even with careful planning, unexpected expenses can arise. To enjoy a calm and stress-free holiday season, a consumer loan from laen.ee can be a temporary solution. It helps cover Christmas-related costs without having to pay everything at once.

A consumer loan is a flexible way to spread larger expenses over time. Learn more on the laen.ee website.