E-commerce leads with consumer-driven fashion, beauty and electronics

Summary
E-commerce leads shopping intentions for Christmas 2025, with a focus on fashion, home appliances and beauty, with an emphasis on the use of coupons and cashback by savvy and conscious consumers.

Consumers who intend to buy gifts for Christmas 2025 should prioritize e-commerce, according to data collected from Cuponomia users. Among survey participants who say they intend to purchase, 79% plan to purchase items for the appointment and the majority need to use the internet, primarily smartphones, cited by 76% of responses, followed by computers (65%).

The most cited categories reveal the direction of consumption at the end of the year. Fashion and accessories appear at the top, with 49% of intentions, followed by household appliances (30%), makeup and beauty (28%), toys/children (27%), other electronic devices (25%), decoration (23%), smartphones (22%), computers (23%), sport and fitness (22%), books (15%), games or video games (14%), television (13%) and miscellaneous articles classified as “others” (33 %).

The use of savings tools remains consolidated in the purchasing process: 98% of those surveyed say they intend to use discount vouchers and 91% say they should use cashback during their Christmas shopping.

For Ivan Zeredo, director of Cuponomia, the observed behavior demonstrates a more informed consumer who is attentive to the value of each purchase. “The search for gifts remains important, but it is accompanied by searches, comparisons and a frequent use of savings mechanisms. This movement shows a public more prepared and aware of the extent to which they can optimize their budget,” explains Zeredo.

The figures take into account the user base of the platform, but the general panorama suggests a Christmas with a strong movement in digital retail, as happened on Black Friday, where consumers combine strategies of convenience, variety and savings in the final purchasing decision.