What the gifts you give say about your personality
For the end of year celebrations, there are generally two teams: that of people who like to celebrate Christmas, and the other, with those who are less fans of these festivities. Despite everything, the French remain generally attached to the spirit of Christmas and don’t hesitate to buy nice gifts for their loved ones. “56% of French people say they enjoy the end-of-year holiday season”according to a Holiday LOVE report.
Klarnathe world leader in payment, shopping and banking services, carried out a global study to analyze the link between our personality and the way we approach the holiday season. And the result is rather surprising. According to the study, there are five types of Christmas shoppers: The Holiday Fanatic, The Party Master, The Gatherer, The Pragmatic and the Nonchalant. But then, in terms of gifts for the holidays, what are the habits of the French? Presentation of these typical profiles.
The Party Fanatic
No doubt, this profile is defined by people who love the end-of-year holiday season. According to the Klarna report, 48% of French people surveyed love buying gifts.
Among them, 9 out of 10 are looking for meaningful gifts. Many of them “enjoy family celebrations.”
The Master of Festivities
Very close to the Holiday Fanatic, the Master of Festivities likes to organize the event and the evenings at the end of the year rather than taking care of Christmas presents.
Their guilty pleasure? Celebrate the end of year holidays with family and friends. The more there are, the better!
The Gatherer
This category is defined by people who do not necessarily attach importance to Christmas gifts.
However, they like to gather and bring together all the members of a family for this occasion. For 47% of respondents, they make meaningful gifts for their loved ones, when they can.
The Pragmatic
People with this profile are known for looking for deals for around 50% of them.
For 39%, they are moving towards environmentally friendly gifts.
The Nonchalant
For this type of people, purchases are not made during the Christmas frenzy and sometimes do not even buy any gifts.
The Klarna study reveals that more than half of them, 54%, buy “only give gifts when they see something someone might like.”
Character says a lot about consumption habits
Differences in consumption that say a lot about a person’s personality. According to Kate Nightingale, consumer psychologist, our character determines the way we consume, particularly during the holiday season: “Feelings, preparation versus spontaneity, and meaning in the gifts given are some of the key differentiators for these buyer types. Previous studies have already shown how our psychological structure determines the way we approach holidays and gift buying.”
To obtain this data, the study was carried out among 18,000 consumers in 18 countries, and based on analysis by Klarna’s team of experts and psychologist Kate Nightingale. So, which buyer profile do you belong to?