Mexican Holiday Shoppers Heavily Influenced by Social Media

Mexican holiday traditions have transformed, led by generational divides in spending habits, digital adoption, and sources of seasonal stress, says a new Ipsos report. While 97% of the population continues to celebrate Christmas, consumer behavior is increasingly defined by a pragmatic and digital-first approach. The study utilized a mixed methodology of online and offline surveys across Mexico City, Guadalajara, and Monterrey, sampling 200 individuals aged 18 to 70.

Despite 54% of Mexicans increasing their holiday budgets this year, financial concerns remain a primary stressor. The data shows that 53% of respondents cite excessive spending as a source of stress, nearly equal to the 54% who report stress from seasonal traffic and travel.

Financial pressure is most acute among the older demographic (51-70 years), with 58% identifying it as a significant concern, compared to 50% of those aged 36 to 50. Fernando Álvarez, Senior Business Director, Ipsos in Mexico, noted the report that consumers are prioritizing planning over debt. The study found that 53% of participants fund their purchases using their year-end bonus (aguinaldo), while only 22% rely on credit cards.

Social media platforms, including TikTok, Instagram, and Facebook, now influence the purchasing decisions of 61% of consumers. This impact remains high across all age groups:

• Ages 18-35: 62% influence rate

• Ages 36-50: 64% influence rate

• Ages 51-70: 53% influence rate

Meanwhile, online marketplaces such as Amazon and Mercado Libre have solidified their positions as preferred channels. Ipsos reports that 60% of consumers have increased their online shopping frequency over the past two years.

Evolving Purchasing Factors

While price remains the leading factor for 72% of buyers, security and service have become critical competitive differentiators for retailers. Generational patterns also dictate shopping environments. Younger "Digital" consumers (18-35) shop predominantly online, "Hybrid" consumers (36-50) combine physical and digital platforms, and "Traditional" consumers (51-70) prefer in-store experiences with personalized attention.

Approximately 30% of respondents have incorporated sustainable practices into their gift-buying, and 15% now participate in virtual gift exchanges. While traditional activities like family dinners (70%) and grape-eating rituals remain popular, the integration of technology and social awareness is reshaping the festive landscape in Mexico.