Christmas campaign: which products won and why

December was, as always, the star month for many categories. But this year it left clear clues about where the consumer is heading and how stock must adapt.

Technology still on top… "Yes, but..."

The classics (headphones, smartwatches, gaming accessories) did well, but there was less impulse for big-ticket items. Consumers seek practicality and tight pricing.

Fashion: quality basics win

The trend of gifting useful, versatile and sustainable garments consolidated. Consumers are less willing to buy on impulse.

Home and décor: silent growth

Many retailers saw an increase in home, furniture and décor products. An opportunity still under-exploited.

Toys: early planning

Children's categories started selling strongly already in November. Those who planned well, won.

Lesson: It is no longer enough to have "Christmas products". You need to understand the context, the decision timelines and consumer shifts.