SHOPPERS OPT FOR VALUE FOR MONEY, AUTHENTIC PRODUCTS
Holiday spending is expected to be muted this year as consumers prioritize basic necessities over wants, experts said.
“The confusion, disappointment, and anger felt by Filipinos due to the corruption scandal in government do not reflect this Christmas season’s supposed brightness,” said Steve Cua, executive director of the Philippine Amalgamated Supermarkets Association Inc.
Cua said consumers are likely to shop at the last minute for their Noche Buena fare, with most waiting for the next payday cycle and/or their 13th-month pay.
Basket sizes will also be relatively smaller despite the stable prices of most Noche Buena products monitored by the Department of Trade and Industry (DTI), he added.
“I’d advise consumers to try other affordable brands; supermarkets have been offering Noche Buena products in bundles that suit a household’s budget,” Cua said.
He noted that the DTI’s statement that ₱500 is enough for a family of four to prepare Noche Buena has prompted groceries and supermarkets to come up with bundles priced at P500 or even less. Social media has also been flooded with “P500 Noche Buena challenge” posts reacting to that statement.
According to Cua, shopping for gift items in informal retail hubs like Divisoria and Baclaran has also yet to pick up.
Michael Ricafort, chief economist at Rizal Commercial Banking Corp., said that while Filipinos are sticking to basic goods, “there are signs of resilience.”
“Christmas holiday spending will go on despite local challenges on prices and the political noise,” Ricafort said.
However, he noted that, on a practical level, Filipinos will continue seeking value-for-money options to cope.
Online shoppers value trust
For electronic commerce platform Lazada, Filipino shoppers are prioritizing value with confidence as they head into the peak of holiday shopping.
While going “back to basics” in terms of practicality, Filipino consumers are shifting toward authentic, higher-quality items that last longer and carry more meaning when given as gifts, Lazada said.
Citing the latest Cube Report, Lazada said 80 percent of Filipino online shoppers now buy from Mall stores on the platform.
“While consumers are more mindful of their budgets, they’re choosing platforms and brands that offer quality, trust, and good long-term value rather than pure bargain hunting,” Lazada said in an email to Context.ph.
Lazada said that while inflation continues to shape how consumers plan their holiday budgets, what truly differentiates this year is the heightened focus on trust.
“With so many external economic and social uncertainties, shoppers want to minimize risk in every transaction. That’s why factors like authenticity guarantees, transparent policies, fast delivery, and reliable returns weigh heavily on purchase decisions. In times of uncertainty, people gravitate toward platforms that make them feel protected,” it added.
Pinoys most discerning
Based on Lazada’s data, Filipino shoppers are among the most discerning in the region: 80 percent prefer trusted brand environments like LazMall, and 77 percent practice showrooming—checking items offline and then buying online where they feel more assured.
“These behaviors show that while external issues may create caution, they don’t dampen spending outright. Rather, they make shoppers far more selective and aligned with platforms that offer security, authenticity, and real value for money,” Lazada said.
Coming from its 11.11 Biggest Sale of the Year, Lazada sees strong momentum in authenticity-driven purchases, smarter voucher-optimized shopping, and early holiday buying.
According to Lazada’s tracking, many shoppers have started checking off their Christmas lists earlier than in previous years, taking advantage of November deals to ease December expenses. “This lines up with a broader trend of more intentional, planned spending instead of last-minute splurging,” Lazada said.
