Italians' spending on gifts and Christmas dinner is increasing . But it's not just a sign of renewed economic dynamism in our country; it's also a sign of a general increase in prices .

Nearly 9 out of 10 Italians spent around 300 euros on gifts, while the percentage of those who spent more than this amount increased from 13% to 13.2%, and the average spend stood at 211 euros . This is according to a study by Confcommercio in collaboration with Format Research.

Among those who receive their thirteenth salary, 22.8% use it to cover household and family expenses, 22.1% save it, 20.2% pay taxes and bills, and nearly 18% use it to buy Christmas presents.

The most sought-after gifts: food and wine products, wines and spirits (19.7%), personal care products and beauty treatments (15.2%), clothing, footwear and sporting goods (13.2%) .

As for Christmas dinners , according to an analysis by the Confcooperative Research Center, Italians spent 3.5 billion euros, an increase of 500 million compared to last year and the pre-pandemic period .

The surge in spending, however, is mainly driven by the general increase in prices, the growth in gross wages and the record number of employed people recorded in 2025. Thirteenth-month payments increase from 51.3 to 52.5 billion euros , supported by the improvement in the labor market and the reduction in recourse to Cassa Integrazione Guadagni (CIG). However, the real spending capacity of families is being significantly eroded by inflation .

The middle class therefore appears weakened, while the army of the poor is growing: almost 10 million between absolute and relative .

According to the National Consumers' Union (UNC), jewelry is the top gift item with rising prices, costing 67.4% more than in 2021 and 26.2% more than last year. Even donating an e-book or gift card can be less convenient: e-book downloads are at the bottom of the list, up 41.5% and second place compared to last year, up 10.9%. Prices for sporting events and hotel or motel stays are also higher.