EY Christmas Survey 2025: Swiss consumer behavior under the microscope
Ernst & Young conducted a Christmas survey on consumer behavior in Switzerland. The study examines the shopping habits of the Swiss population during the holiday season and provides detailed insights into current trends in the retail sector.
The annual Christmas survey conducted by the auditing and consulting firm EY in Switzerland and the Swiss Retail Federation, the umbrella organization of the Swiss retail industry, shows that spending on Christmas gifts has increased significantly by 21% compared to the previous year: Spending planned for Christmas gifts will increase significantly by 21% compared to the previous year. After spending an average of CHF 282 in 2024, Swiss consumers are planning to spend CHF 341 per capita on Christmas gifts this year. This almost matches the record figure from 2022, when an average of CHF 343 was spent per capita. The Christmas gift budget for men rose significantly from CHF 298 last year to CHF 384. Among women, there was also a sharp increase from CHF 268 to CHF 300 per capita. For the survey, 790 adult consumers in Switzerland were questioned in November.
Key findings:
- Swiss consumers are spending an average of 341 Swiss francs on Christmas gifts this year - a significant increase of 21% compared to the previous year (282 francs).
- 42% see the strong impact of current price increases, health insurance premiums and rents on their own financial situation. Nevertheless: 58% do not want to change their consumer behavior.
- Overall, bricks-and-mortar retail remains the dominant leader with a market share of 63%. Online retail remains one of the strongest sales channels with 37%.
- Due to customs sanctions: 40% refrain from buying US products as Christmas presents.
- One in six say that artificial intelligence plays a somewhat to very important role in the decision-making process for gifts.
- Swiss online stores and Swiss online marketplaces enjoy a rather high to high level of trust with 90% and 85% respectively - foreign online stores and online marketplaces, however, only 38% and 36% respectively.
The survey covers various aspects of Christmas consumer behavior, including spending, preferred shopping channels and the importance of bricks-and-mortar retail compared to online shopping.
The results of the Christmas survey provide Swiss retailers with important insights for planning and aligning their sales strategies during the strongest sales period of the year.
The The entire study is available at this link to find.
