Spirits and wallets are already preparing for the Christmas holidays. Beyond the gifts, they are meetings around a table full of dishes prepared with care and attention, but not necessarily inaccessible. According to the study, consumers are increasingly meticulous and looking for good food at lower prices Your wallet always updated: consumption and saving habits at Christmasprepared by the Dia company.
61.9% of families will spend the same as last year, compared to 12.5% who plan to reduce it and 6.5% who plan to increase it. Translated into investment terms, 38% will spend between 100 and 200 euros on their purchases at the supermarket, 33% will exceed 200 euros and 23.6% will invest between 50 and 100 euros. This data reflects customers who take care of their pockets and take into account discounts and promotions.
38% of consumers will spend between 100 and 200 euros on their purchases at the supermarket, 33% will spend more than 200 euros and 23.6% will invest between 50 and 100 euros.
Source: ‘Your pocket up to date’ report 2025
On the podium of the favorite products to fill the cart this holiday season are fresh meats (62.9%)*, seafood (57%) and fresh fish (48%), which represent the majority of spending. Other options are typical desserts (49.6%), frozen products (38.2%) or drinks (38.3%).
Planning and proximity win
The consumer prepares carefully before making purchases. Dia’s study confirms a growing trend in planning and anticipation: 38% anticipate their purchases by more than two weeks, while 40% organize their spending based on the type of product and key dates. According to this forecast, offers and promotions also remain another decisive factor. The majority, 74.3% of those interviewed, carry out active research and comparisons before purchasing; 17.8% value them, even if they are not decisive; and only 7.8% are guided by their usual preferences.
Furthermore, they prefer the physical store, even at a time of year with such tight schedules. Almost eight out of ten Spaniards give priority to their usual supermarket, compared to 16.8% who combine physical store and channel online. The close shopping experience, direct treatment and the possibility of choosing fresh products continue to be the factors most appreciated by customers.
Almost eight out of ten Spaniards give priority to their usual supermarket, compared to 16.8% who combine physical store and channel online.
Source: ‘Your pocket up to date’ report 2025
This predilection for closeness and familiarity also applies to the celebration: the home remains the central axis of the celebrations. 77% will cook at home, while 21% will alternate home-cooked meals and outings to restaurants. But the dishes will not necessarily be the same as always: the consumer shows a curious and innovative attitude. 40% of those interviewed say they are willing to try new flavours, formats or categories.
Quality is essential for 33% of interviewees, who consider themselves selective and only choose brands that convey trust. In the case of Dia supermarket products, the favorites are Mari Marinera frozen prawns (59.9%), Roscón de Reyes Solidario Dia y Juegaterapia (56%), Dulce Noel Panettone (44.6%), crunchy chocolate nougat (40.8%) and al Punto croquettes (20%). These choices reaffirm the company in its offering of quality products and its commitment to innovation, accessibility and adaptation to new consumer habits and trends.
A supermarket that facilitates savings in homes
With more than 2,300 stores in Spain and coverage online which already reaches 84% of the territory, Dia has a value proposition that is maintained all year round. It adapts to neighborhoods with a complete assortment of products that allow you to make a healthy, easy, complete and convenient purchase.
The company’s aim is to consolidate itself as an ally for families to spend less in the shopping cart. For this reason it has allocated an investment of 175 million euros in promotions throughout 2025. This strategy translates into weekly discounts of up to 40% on over 200 products with a particular focus on fresh foods, fundamental for a healthy and balanced diet. Additionally, its product assortment maintains a 50/50 balance between manufacturers’ brands and its own. In fact, the company estimates that the consumption of Dia brand products allows it to reduce annual spending on its customers’ basket by up to 25%.
The Dia company has invested 175 million euros in promotions in 2025, with discounts of up to 40% on over 200 products.
They combine these options with more personalized ones, such as Club Dia, which has nearly six million members. Thanks to this loyalty, the company consolidates itself as a promoter of consumer-friendly savings, with coupons and promotions of up to 40% on each customer’s favorite products. They also offer gamified tools like Lucky Wheel, which has distributed more than three million prizes. They also have an extensive program of alliances with leading companies such as Endesa, Mapfre, Securitas Direct, Avis, Legálitas, Movistar Plus+ or Parques Reunidos. Members can benefit from exclusive benefits representing up to 900 euros in annual savings. It all helps to grow the piggy bank at Christmas and throughout the rest of the year.
The percentages do not add up to 100 because several response options are offered.
