Italians, at Christmas, buy a lot of beauty products Klarna reveals the new shopping habits for 2025
Christmas shopping habits in Italy are changing, according to a new analysis by Klarna, the global digital bank and provider of flexible payment solutions, which maps out consumers’ desires, priorities and spending habits during the busiest time of the year. The picture that emerges is clear: beauty tops Italian wishlists, while fashion, tech and live experiences continue to grow, alongside a rising focus on saving money. Yet one issue remains stubbornly present: last-minute shopping, which often leads to spending more than planned.
Beauty is the true star of Christmas for Italians
If there is one sector that stands out as the symbolic gift of Christmas 2025, it’s beauty. Forty-three percent of Italian women name it as their most desired present, ahead of cash and gift cards (41%), fragrances (32%) and fashion/accessories (32%). A figure that confirms how skincare, make-up and perfumes have become not just products, but tools for self-expression and self-care. More specifically, skincare leads the search rankings (49%), followed by make-up (38%), fragrances (34%) and body products (30%). A universe that keeps expanding, but not without its challenges: 39% of respondents say they find it difficult to choose a product suitable for the recipient’s skin or hair, while 31% fear picking the wrong fragrance. As a result, more and more consumers are adopting a mindful approach, taking advantage of promotions, comparing prices and using cashback to make their purchases more convenient.
Fashion and tech: gifts that reflect personal style
Alongside beauty, fashion remains a cornerstone of Christmas shopping. Among the most popular purchases are winter accessories such as fingerless knit and faux-fur gloves, the season’s must-have sneakers, from Adidas Campus 00s to retro-inspired styles, and miniskirts, which take centre stage in festive looks. Tech, meanwhile, confirms its strength as a gifting category thanks to a mix of everyday usefulness and desirability. Among the most-loved products in Italy are AirPods 4, PlayStation 5, Apple Watch SE and iPhone 16, symbols of shopping that focuses on items designed for daily use.
Gifting emotions: concerts and live experiences on the rise
More and more Italians are choosing to gift experiences, not just objects. Tickets for concerts and live events rank among the most purchased surprises on Klarna, confirming a Christmas increasingly centred on what we experience rather than what we own. Among the most gifted artists are Sfera Ebbasta, Shiva and Gigi D’Alessio, names that resonate across generations, with strong engagement from Gen Z and Millennials.
The last-minute paradox: waiting ends up costing more
Despite a growing focus on value for money, many Italians continue to postpone their Christmas purchases. A choice that often proves costly: one in five Italians who delayed shopping due to a lack of liquidity say they ended up paying more, while 30% spent at least €50 extra on last-minute travel bookings. In the weeks leading up to Christmas, rising prices can significantly impact the overall budget.
