Catalonia leads Spain in early Christmas planning

Families in Catalonia are beginning their Christmas shopping earlier than in previous years to avoid rising prices, according to the Aldi 2026 Report on Toy Purchases in Spain, published on Wednesday 4th November 2026. The report shows that 69.4% of Catalan households now buy toys in supermarkets, a trend driven by the search for better value. This year, Catalonia ranks highest in Spain for cost-conscious shopping behaviour, with families coordinating gift-giving among relatives and prioritising early purchases. The main reason cited is the desire to manage household spending amid inflation, with 54.3% of Catalan parents setting limits on children's gift requests to teach financial awareness.

Supermarkets dominate toy sales

Across Spain, 74.6% of households now buy toys through food retail chains, a shift attributed to competitive pricing and improved product quality. The Aldi report notes that 31.4% of Spanish families have increased their toy purchases at supermarkets over the past three years. Catalan shoppers also show distinct preferences: 37.8% lead demand for craft kits, while wooden toys are bought by 27% of households, higher than the national average. This reflects a regional emphasis on educational and durable play items.

Nationally, Spanish households are expected to spend an average of €183.15 on toys this Christmas, according to data cited by Demócrata from the same Aldi report. With supermarkets now the dominant retail channel, families are adapting strategies to stretch budgets, including bulk planning and inter-family coordination. The shift away from traditional toy retailers to supermarkets continues to grow, supported by convenience and price transparency. As inflation pressures persist, early purchasing is becoming a widespread tactic, particularly in Catalonia where financial prudence is increasingly embedded in holiday preparation.

Sources: La Vanguardia.