Do men and women buy Christmas gifts differently?

For many Italians, December means a race against time to buy Christmas gifts. Klarna, a global leader in payments and AI-powered shopping services, is well aware of this behavior, identifying it as a specific phenomenon: the "Wait Until December Syndrome." However, men and women approach holiday shopping differently, almost oppositely. Surprised?

Men and Christmas gifts

According to research, nearly 1 in 3 Italian men (34%) postpone Christmas shopping until the final month, compared to 25% of women. But this behavior doesn’t reflect disorganization; instead, it’s a deliberate strategy to optimize time and reduce stress. According to Kate Nightingale, a consumer psychologist: "The WUDS isn’t just a last-minute scramble, but a calculated choice: nearly half of men (49%) carefully plan their gifts, concentrating their shopping into one session. However, this approach has drawbacks: late shoppers often miss the best deals and face empty shelves."

How to choose the perfect gift?

Klarna asked Simone Furlan, an Italian stylist and art director: "It’s crucial to choose something that meets a real need while also reflecting our personal taste. This way, we can symbolically stay close whenever our loved ones wear that item or enjoy the experience we imagined for them. Tools like those offered by Klarna greatly simplify this process, helping us navigate the endless online options and find the gift that best represents our special bond, all while managing the budget effectively."

Shopping and gender dynamics

While men are strategic but behind schedule, Italian women start early on holiday preparations: 38% begin shopping as early as October, compared to 19% of men. "Studies show that women are often the caretakers of family and social relationships within their communities and see gifting as a way to sustain and strengthen these bonds. This commitment, which requires time and thoughtfulness, reflects the care many put into this gesture," comments Nightingale. Klarna's research highlights another interesting contrast: 40% of men describe themselves as confident in their gift choices, compared to 28% of women. Yet, it’s men who report higher stress levels when it comes to finding the perfect gift for their partner (30% compared to 19%). This data underscores the pressure many feel to make the right choice, especially when it comes to gifts for loved ones.

More insights from Klarna's research

The best gift-givers? For men, the top spot goes to their partner (34%), followed by themselves (21%) and their mother (17%). For women, the rankings are different: themselves (27%), their children (18%), and their partner (17%). The perfect gift becomes easier with age: only 6% of Gen Z report no trouble with holiday shopping, compared to 25% of Boomers. The act of giving a gift is much more than a practical gesture: it’s an expression of affection, often tied to the "5 love languages." This emotional connection increases the pressure, so much so that 14% of men—nearly double the 8% of women—would prefer to completely delegate their Christmas shopping.