Romanians’ Mixed Emotions and Traditions: How Christmas is Celebrated in 2024

Christmas is a time of joy, snow (if we’re lucky), and cherished moments with family and friends. It’s especially magical for children, embodying a sense of togetherness that many look forward to.

However, not everyone experiences the season the same way. According to our recent survey, only 58% of Romanians (18+ years) feel happy during Christmas, while 31% feel indifferent, and 11% experience unhappiness. The feeling of sadness is more pronounced among older adults (58+ years), many of whom struggle with loneliness during the holidays.

These insights are part of our Christmas survey, which explored how Romanians perceive and prepare for the winter holidays, shedding light on the emotional and social dimensions of this festive season. Here’s what we found:

• what dampens holiday cheer? Crowded stores (49%), increased spending (38%), financial stress from gift-giving (36%), and the challenge of finding the perfect gift (33%) are the top culprits;
• holiday traditions still matter: most urban Romanians spend Christmas at home (61%), decorate their houses (58%), and exchange gifts with loved ones (47%);
• mixed feelings about gifts: presents bring both joy and anxiety, showing the emotional tug-of-war around holiday giving;
• the Christmas tree tradition: only 38% of respondents see buying a Christmas tree as part of their holiday routine.

Black Friday plays a significant role in shaping the economics and logistics of holiday shopping.

A significant portion of urban Romanians plan their Christmas shopping around key moments. About 35% start shopping before December, with Black Friday being a pivotal event. Another 33% begin early in December, while 27% wait until after December 15.  Shopping before December is driven by practical reasons: avoiding crowded stores (48%), having more time to find the perfect gifts (45%), minimizing holiday stress (40%), and securing the best deals (39%). However, only 27% spread expenses over time, highlighting a potential area where financial education could ease holiday pressures.

When it comes to gift-giving, Romanians prioritize their close family, with partners (58%), children (55%), and parents (47%) topping the list. Gifts for siblings (28%) and friends (22%) are less common, emphasizing a focus on immediate family.

Looking for gift inspiration? Here’s where most people in urban Romania turn to:

• physical stores lead the way, with 47% visiting general stores and 30% exploring specialized gift shops;
• close connections are another go-to, with 22% simply asking friends or family for ideas;
• social media is also gaining ground, inspiring 22% of shoppers.

What’s trending on this year’s gift list? Here’s what people are wrapping up:

• clothing and accessories take the lead at 45%;
• personal care and beauty products are a favorite at 38%;
• toys and games for children hold a solid spot at 28%;
• home decorations are gifting staples for 25%.

A lot of Romanians are planning to reduce their Christmas spending this year. In fact, nearly a third of urban Romanians say they’ll spend less compared to last year. The areas where they’re cutting back include home decorations (26%), clothing and accessories (25%), vacations and travel (23%), and electronics and appliances (21%).

What will be on the Christmas table this year?

For many Romanians, traditional dishes are a must. In fact, 41% plan to cook only traditional Romanian food, while 55% will stick mostly to the classics but might add a few modern twists. It’s also clear that cooking together is part of the holiday spirit – 58% of Gen Z respondents are getting involved in preparing Christmas meals with their loved ones. When it comes to shopping, 80% of Romanians in urban areas plan to buy products from traditional producers for their Christmas meals.

As for where they’re shopping, 81% of respondents who have purchased from local producers, 54% are turning to local markets, 50% heading to supermarkets or hypermarkets, and 48% visiting specialized stores for local products.

In terms of shopping timeline, over 60% of respondents are picking up their holiday meal ingredients in early to mid-December. Popular choices include vegetables, fruits, spices, oils, fresh and minced meats, and the key ingredients for traditional cakes – all of which are selected by more than 50% of shoppers.

Methodology

The study was conducted by Starcom Romania media agency, in November – December 2024, using the CAWI (Computer Assisted Interviews) method on a nationally representative sample of 600 Romanians aged 18+ years old. It is part of the HumanGraph Experience studies, a research tool for analysing and understanding human behaviour across different contexts, focusing on collecting and visualizing relevant data. For any additional information contact us at consumer@starcomww.com.

We wish you happy holidays!

Photos @Unsplash