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Over 80% of shoppers across Europe are planning to use price promotions such as buy one get one free to save money this Christmas, according to a survey from Blackhawk Network.
Furthermore, nearly half (47%) also expect to use ‘buy now, pay later’ or earn-a-gift-card incentives, signalling that value added promotions now matter as much as price cuts.
BHN’s research suggests that almost a third (31%) of shoppers started their Christmas shopping before November, compared with 21% last year, flattening the traditional ‘Golden Quarter’.
Alongside this, 19% of European consumers say they’ve lost their job in the past year, rising to 36% among Gen Z and 24% among millennials, leading to earlier, more cautious spending habits.
In the UK, some 35% of Brits have said that they aren’t setting a gifting budget this year. Based on the state of the economy, shoppers are planning to use more promotions (33%), loyalty points (31%), discounts (30%), and coupons (27%) in the coming months.
Anna Uprichard, VP, commerce, BHN, said: “This year, early shopping isn’t just a time management strategy, it’s a cost control tactic. With job insecurity high, we’re seeing consumers plan further ahead, hunt down better deals and opt for gifts that balance sentiment with practicality.
“Retailers can turn financial caution into loyalty by focusing on flexible, meaningful promotions and rewards that stretch budgets without sacrificing sentiment. And, despite the strain, there’s reason for optimism: consumers haven’t stopped celebrating, they are just smarter and more intentional.”
The study consulted 5,000 European consumers who were over 18, had purchased gifts in the past 12 months, and planned to shop during Christmas 2025.
