There is moderate optimism in the air and people are looking ahead, already thinking about their Christmas 2021 purchases. Gianfranco Ranieri, Vice Chairman of Assogiocattoli as well as Sole Director of Flora provided his opinion on this matter during the webinar titled "Christmas 5.0. Instructions for use for the contemporary family", organised by HOMI Milano as a step towards the September edition of the fair. He spoke of a +20% increase on the previous year's purchases. "Italian entrepreneurs continue to believe in the future of their companies. Christmas is in people's hearts and we must have confidence in the future!" he stated.

At the beginning of 2020, due to the closures forced by the DPCM, there was a -40% drop in sales but, between online sales and reopenings, already at the end of November last year purchases resumed. Due to the mandatory stay at home orders and therefore spend time with one's family, resources focused on the home and the sales of trees, nativity scenes, Christmas decorations as well as board games recorded  significant growth together with the rediscovery of traditions.

Having noted the change in approach to consumption and purchases, we need to understand whether this is only a temporary rediscovery of values or a change that will be consolidated for years to come. For example, sales of nativity scenes literally soared between May and June last year, underscoring the renewed need to get together, talk and build.

This "incredible desire to buy", states Andrea Santambrogio, Viridea's Vice General Sales Manager, has not led to a loss in turnover or even a decline in the sector. On the contrary: since mid-October, nativity scenes have been a sought-after item both online and in the stores (when open). A significant increase was recorded in the sale of greeting cards, candles, indoor and outdoor battery operated lights, which grew both in stores and online, underlining the attention of a young clientèle, now more attentive to Christmas and to the tableware sector. The resulting increase in turnover is due to a change in purchasing choices, oriented towards more expensive, higher quality items, with a focus on sustainability.

According to Roberto Pieraccini, Managing Director of the Salvadori store in Prato, the driving factor for sales was the interest of a younger clientèle attracted by products, mostly practical, seen on social networks. According to Pieraccini, the company's ability to excite customers and therefore lead to a purchase depends largely on the company's online behaviour.

New scenarios that are already changing consumption trends, towards new customer groups with growing purchasing power and with an eye to the future, for a "Christmas 5.0".