Rome – Christmas is and always will be a celebration for children above all else. This is confirmed by a recent analysis by the Unione Nazionale Consumatori (UNC), which examined Italians' purchasing behavior for Christmas 2025. Once again this year, toys are the undisputed top Christmas gift. Here, tradition trumps every modern trend: when it comes to gift-giving, children's wishes take top priority.
But what comes next? Second place in the ranking of the most popular gifts goes to personal care products. Whether perfumes, cosmetics, creams, or makeup sets—products that promote beauty and well-being are very popular. Third place goes to classic stationery items. Books, calendars, and high-quality pens are particularly popular as gifts from companies, but also find many buyers in private circles.
Leather goods are on the rise, technology remains stable
The development in the middle of the table is interesting. Household goods – from crystal vases to kitchen utensils – rank fourth. Fifth place comes as a real surprise: suitcases, bags, wallets, and other leather goods have achieved their highest ranking since this survey began in 2016, which could indicate an increased desire to travel or an awareness of durable materials.
Behind them are the usual suspects of the modern world: technology products such as smartphones, tablets, and computers occupy sixth place, closely followed by small and large household appliances. Who would have thought that vacuum cleaners and coffee machines are almost as popular as the latest electronics? Photography equipment and musical instruments, as well as jewelry and watches, round off the top list, before clothing and accessories close out the top ten.
Why does food end up in last place?
The last place may come as a surprise to many: food and beverages. Although panettone, pandoro, and fine wines are part of the DNA of Italian Christmas celebrations, this category has seen the smallest percentage increase over the course of the year. Massimiliano Dona, president of the UNC, explains this phenomenon as follows: „The lower increase is due to the fact that spending on food remains consistently high throughout the year, unlike specific seasonal products such as toys.“ In addition, food prices have risen across the board, which dampens the statistical „gift effect.“.
Dona concludes by emphasizing an important aspect of the study: this is not necessarily a list of desired items, but rather of items that were purchased. Many gifts, such as those in the categories of personal care and books, are „simple gifts” that are easy on the budget and do not require excessive creativity. Nevertheless, the core message of the ranking remains heartfelt: children are the undisputed stars of Christmas.
