The research data is in: it has been revealed what this year’s Christmas hit products are and how much we spend on them

Smartphone dumping and the generations’ wish lists

The classics are at the top of Christmas wish lists this year as well: the most popular among those planning to buy are smartphones (29%) and laptops or desktop computers (28%). They are closely followed by televisions (25%) and smaller household appliances such as coffee makers or robot vacuum cleaners (24%). MediaMarkt’s Black November campaign is a help for planning and considering larger expenses. The weekly promotions that last throughout November give customers the opportunity to time their long-planned larger purchases more favorably and consciously, in addition to Christmas gifts. The company aims to make this month about smart savings and thoughtful decisions, not impulsive spending.

However, the detailed data shows that different age groups have completely different priorities:

• One ​​of the most interesting trends this year is the rise of smartwatches and activity trackers: 15% of the active age group between 30 and 50 plan to buy one. This ratio shows that a conscious, active lifestyle is becoming increasingly important, and these devices are truly a great help in everyday life.
• For 30-39 year olds, practicality clearly dominates: the proportion of those intending to buy a small household appliance is exceptionally high, at 32%.
• For the youngest, 16-29 year olds, entertainment comes to the fore compared to other age groups: 18% of them plan to buy a game console or gaming accessory.

Generation gap in finances: Generation Z votes for flexibility

A sharp difference is also visible between age groups in financing purchases. Although the majority of Hungarians (60%) draw on their existing savings at Christmas, preferences differ when it comes to installment solutions. While those over 60 almost completely avoid credit, a quarter of those aged 16-29 (24%) prefer flexible “Buy now, pay later!” (BNPL) type schemes. The traditional 0% APR credit is the most popular among graduates and residents of the capital (37%).

We don’t skimp on quality

Hungarians are willing to sacrifice quality this year: more than a quarter (26%) of those planning to buy are spending more than 100 thousand forints on a new technical product. And every tenth buyer would even cross the psychological threshold of 250 thousand forints. Loyalty programs are also strongly influencing customer decisions at the end of the year: more than a third of respondents are already members of a tech store club.

“The data clearly shows that customers are becoming more aware, but generations interpret awareness completely differently. While older people prefer the well-proven, self-help shopping, for Generation Z a flexible, digital payment solution is the smart decision. At MediaMarkt, our task is to provide everyone with the right value and experience, whether it is a personal consultation in the store or a personalized offer available with a single click in the mobile application. Our myMediaMarkt loyalty program also serves this purpose: we do not only provide discounts, but we build a community where members can enjoy truly personalized benefits,” he said. Fanni Karczub-Lehoczky, Marketing Director of MediaMarkt.