A new survey shows how much is spent in this country during the festive season, on what – and on what currently significantly less.
Dec 4, 2025, 7:41 amDec 4, 2025, 7:41 am
Benjamin Weinmann / ch media
The US Santa Claus traditionally climbs down the chimney to place his presents under the Christmas tree. But if Santa Claus were to get lost in Switzerland this year, if many people in this country had their way, he could easily get stuck in the chimney. At least this is what a new study by the Swiss Retail Federation and the consulting firm EY suggests.
“Have Yourself a Merry, Non-US-Christmas” seems to be the motto of many Swiss households this year.image: getty
According to this, 40 percent of consumers surveyed stated that they wanted to boycott products from the USA because of Trump’s tariff policy towards Switzerland. And a third even claim that they will generally reduce spending on Christmas presents because of the effects of customs sanctions.
In other words: iPhones from the Californian tech giant Apple, Barbie dolls from the toy manufacturer Mattel or trendy Nike shoes are likely to have significantly less wrapping paper and loops in this country this December.
Almost a record value
Not everyone is in a bad mood to spend. On the contrary: one in five people surveyed wants to spend more this year than in previous holidays. At that time, the average budget for Christmas presents was 282 francs. This year it is significantly more at 341 francs – only 2 francs below the record value from 2022.
“Thanks to the higher median wage coupled with a successful investment year, more is being spent on special events such as Christmas presents,” says EY expert André Bieri. At the same time, he emphasizes that a large proportion of consumers have to limit their shopping due to higher health and rental costs.
Swiss retailers are happy
Dagmar Jenni, managing director of the industry organization Swiss Retail Federation, is optimistic about the survey results: “The year 2025 has been tough for the Swiss retail trade so far. We are all the more pleased that there are signs of a turnaround in consumer sentiment for Christmas and that many are happy to spend.” The association includes retailers such as Manor, Volg, Lidl, Aldi, C&A and Fügenbach-Ochsner.
When it comes to the most popular gifts, gift vouchers and money are in first place with 44 percent. Toys come in second place with 37 percent, followed by food with 34 percent. This is followed by clothes, books and cosmetics.
For the survey, 790 adult consumers in Switzerland were interviewed in November.