A representative survey conducted by Europion for MediaMarkt shows that 29% of Hungarians planning Christmas gifts this year would choose a smartphone or tablet, while 27% would opt for a small household appliance (for example a coffee machine, air-fryer or robot vacuum). Among those planning to buy consumer electronics, 64% expect to spend between HUF 50,000 and HUF 200,000.
Generational differences
The study highlights clear contrasts between age groups:
- Among 16–29 year-olds, digital devices dominate: 25% would buy a computer, 23% a smartwatch or activity tracker, and 17% a game console or gaming accessory.
- For 50–59 year-olds, smartphones and tablets top the list at 39%, with small household appliances at 32%.
- Those over 60 most often prefer small household appliances that increase everyday comfort, ahead of smartphones and large appliances.
Younger shoppers not only prefer different products but also behave differently: 13% of 16–29 year-olds specifically fear that desired items will sell out during November promotions (FOMO). Last year’s research showed that nearly one in four in this age group was open to buy-now-pay-later (BNPL) solutions, which can again be an attractive option this year for those worried about stock shortages.
Funding and payment preferences
Nearly half of respondents plan to fund purchases from savings, 34% would use current monthly income, and 11% would consider consumer credit or installment plans.
Digital research and AI usage
Most shoppers begin information-gathering online: price comparison websites, retailer sites and search engines are the primary sources. One in five also checks physical stores, while younger cohorts increasingly rely on social media and video product reviews.
The survey finds that 58% of respondents already use artificial intelligence in the shopping process, mainly to compare products and to summarize tests and customer reviews. AI usage varies strongly by age: 42% of the whole population do not use AI tools at all, but that figure is only 27% among under-40s and rises to 53% among those over 50.
Decision factors: reliability and services alongside price
When choosing between two similarly priced products, consumers prioritize better technical specifications, a reliable brand and positive customer reviews. In a less predictable economic environment, Hungarian buyers are increasingly avoiding cheap compromises and opting for durable, value-retaining products.
Ancillary services are also becoming more important: trade-in or removal of old devices and extended warranties significantly influence choice of retailer. These services matter particularly to older buyers: 47% of those over 60 would request removal of an old household appliance, and 29% would ask for help with installation.
MediaMarkt’s response and the Black November campaign
Karczub-Lehoczky Fanni, Marketing Director of MediaMarkt, emphasized that younger shoppers’ fear of stockouts and openness to deferred-payment options show the growing value of instant access in the accelerated digital world. At the same time, buyers still demand quality, expertise and predictable warranty support. In line with these needs, MediaMarkt is running a month-long Black November campaign designed to provide a calm, predictable shopping environment.
This year’s campaign runs from 2 to 29 November: the electronics retailer offers weekly refreshed deals in its stores, webshop and mobile app. The week-by-week discounts aim to help customers plan holiday purchases or larger household appliance replacements. MediaMarkt’s online Price Watch service also supports planning: users can set a target price for items on their wish list and receive automatic alerts when a product reaches that threshold.
Conclusion
The survey indicates that Hungarian consumers’ holiday purchasing choices are shaped by price, demand for technology products and value-added services, while the growing use of artificial intelligence provides new digital tools for comparison and decision-making. For retailers, recognizing generational differences and tailoring offers accordingly will be crucial for success in the festive season.
