With the end of the year, the Christmas season begins to be felt in all corners. The little trees appear in the shop windows, the colorful lights illuminate the streets, the decorations flood the houses and the Christmas carols accompany those who are already counting down to the celebrations. Added to this is the increase in social gatherings and preparations that mobilize both adults and children for the big Christmas and the end of the year.
In 2025, Santa Claus will traditionally receive a warm welcome around the world, but in Argentina he will find a setting full of special surprises. The days of buyers rushing into every decision seem to be behind us.
Instead, more thoughtful behavior is often observed: prices are compared, promotions are followed, and discounts take priority in decision-making. In this way, a large part of Argentines today play a different game to enjoy the party from a new perspective and adapted to the current conditions.
A clear way to see the change is to analyze the evolution of the Christmas basket compared to previous years
A clear way to see the change is to analyze the evolution of the Christmas basket compared to previous years. When looking at the products included, it is clear that the group is: those who have the most increasedThe Spanish nut cake at 200 grams recorded an increase of 47%, followed by the sweet bread with fruit at 400 grams (44%) and the soft Spanish almond nougat at 200 grams (38 percent).
On the other hand, among those who it went up lessThe 400 gram sweet bread with chocolate chips increased by nine percent, the 80 gram peanut candy by 7 percent and the 750 cc champagne by just one percent. On average, the selected Christmas basket shows an increase of 27% compared to the previous year, which is very close to the expected annual inflation of around 30%. Although this percentage is significant, it is well below the value observed in previous years, which reached 89% in 2024, 240% in 2023 and 129% in 2022.
This phenomenon can also be explained by looking at each product individually, because those that deviate from the average do so for specific reasons. Some limited increases are due to promotions or discounts in effect at the time of measurement, while other fluctuations depend on factors such as exchange rate sensitivity, etc Logistics costs.
According to a report from Focus Market, price dynamics show relative stability due to strong competition and continued subdued demand behavior.
Companies avoid excessive price increases in the face of alert consumers comparing options and prioritizing the best opportunities. Given weak demand and changing consumer habits, competitive pressure – particularly international – is driving the search for new strategies. For this reason, many stores opt for discounts, special offers or combinations that are taken advantage of by the majority of Argentines and also by Santa Claus.
A survey by Naranja confirms this trend that ingenuity and foresight guides consumption during this period, while at the same time showing significant differences from other recent Christmas celebrations.
74% of people value special offers and discounts when shopping for Christmas, while 61% use credit to cover these expenses (Orange)
Another novel aspect is inventory management, both on the retailer side and on the consumer side. Previously, excess inventory seemed to be the only alternative: sellers bought in excess to avoid selling out, and buyers increased costs due to the impending future increases. Today, retailers prefer to operate more prudently – without requiring deposits beyond what is foreseen – and consumers no longer feel the urgency to buy everything at the last minute.
The Feeling of greater predictabilityIt reduces both the hassle and anxiety of accessing the products you want.
According to the survey cited, 44% of people do their Christmas shopping a week before Christmas, unlike in 2023 when purchases were recorded up to two months in advance.
It is clear that the stability that comes from a context of more controlled inflation contributes to competition and positively influences relative prices.
This macroeconomic reorganization has a direct impact on Santa Claus, who is freed from the pressure of price increases and can plan with more rational criteria and adapt to the new profile of the Argentine consumer.
We are not talking about an ideal scenario for Santa Claus, who would settle permanently in the countryside, but rather a more hospitable environment that invites him to return. Christmas will never be a cheap celebration, however This year it’s more accessible for those who are ready to explore options and take advantage.
The author is a business analyst and director of Focus Market
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