site.btaMarketing Experts Note Shift to Hybrid Shopping, Analyse Inflation's Impact on Gift Buying

Marketing experts Justine Toms and Etien Yanev discussed trends in Christmas shopping in Bulgaria for BTA, highlighting the impact of inflation on gift budgets and changes in consumer behaviour in recent years.

In 2025, Christmas shopping in Bulgaria is showing a hybrid trend, combining traditional habits with rapid adoption of Western digital tools, said Justine Toms, a marketing specialist, online entrepreneur and lecturer. Gift shopping is often a family affair, with major purchases such as appliances made around Black Friday. While Western European budgets for Christmas gifts have declined by around 10%, Bulgarians tend to spend larger sums. Spending on holiday food still exceeds gifts and is a key focus for marketing campaigns, she noted.

Consumers shop more at Christmas, when they typically receive bonuses. This year, approaching Bulgaria's entry in the eurozone on January 1 has also boosted spending, as shoppers aim to convert Bulgarian leva into goods. Toms highlighted the challenges of shopping amid inflation, including impulse buying and vulnerability to fraudulent online campaigns.

She added that a common business mistake is the absence of promotions or early communication of offers. Effective marketers shape demand rather than just respond to it, with major producers of traditional Christmas items, such as chocolates, wine, clothing and cosmetics, preparing for the next Christmas season immediately after the new year. Promotions, channels and messaging are often ready by summer to generate consumer desire.

Global trends increasingly influence local markets, and AI-generated content facilitates localization. While social media overload has caused fatigue, personalized marketing is the future. Toms stressed that reliance solely on platforms like Facebook or Instagram is costly, particularly for small businesses, and emphasized building customer databases, understanding consumer needs, and maintaining authentic, value-added engagement.

In recent years, consumers have shifted to "hybrid shopping", researching online but often purchasing in-store or vice versa, said Etien Yanev, a digital marketing expert and lecturer. The main change is seen in timing: Christmas shopping now begins as early as Black Friday in November.

The primary impact of inflation is reduced purchasing power, making consumers more price-sensitive and cautious, with growing scepticism towards fake discounts. Shoppers are focusing on fewer but more considered purchases, Yanev said.

Marketers increasingly rely on purchase histories, website behaviour, representative surveys and AI-driven demand forecasting, rather than on demographics alone. Strategies this season focus on integrating online and offline channels and turning social media into direct sales platforms. In Bulgaria, prices and discounts remain decisive, while Western Europe is more focused on sustainability and ethical production.

Common marketing mistakes include logistical unpreparedness, poor communication and generic visuals that fail to differentiate the brand. Yanev said psychological and social factors drive higher Christmas spending, with shopping perceived both as a festive act and a reward for efforts made during the year. Buying itself stimulates dopamine release in the brain and produces a feeling of happiness.

For small businesses, he recommended focusing on high-quality service, personal attention, highlighting brand uniqueness and story, collaborating with local micro-influencers with a loyal following and preparing attractive solutions for last-minute shoppers.