Podcast Summary: "Hoy por Hoy" – La economía de Hoy por Hoy

Episode: Los dulces navideños suben un 15% de media en el último año
Host: Àngels Barceló (A), with Jordi Fábrega (B)
Date: November 21, 2025
Podcast: SER Podcast

Overview

This episode’s main theme is the rising cost of Christmas sweets in Spain, such as turrones, mazapanes, and polvorones, which have seen an average price hike of 15% in the past year. The show explores how this increase impacts consumer behavior, including holiday spending, shopping stress, and market adaptations. The economic segment is packed with expert insights, relevant data, and reactions from both industry analysts and consumer organizations.

Key Discussion Points & Insights

1. Sharp Price Increase in Christmas Sweets

• Prices for typical Spanish Christmas treats (bombones, turrones, mantecados) have risen an average of 15% in 12 months across six major supermarket chains.
• Certain products have seen individual price hikes of up to 65% depending on the chain.
• The cumulative price increase over two years is even more striking, reflecting sustained inflation in this sector.

Notable Data:

• 2024-2025 increase: +15.4%
• 2023-2025 cumulative: +22.6%

Quote [01:03]:
"Este año la subida ha sido mucho mayor a la que se produjo el año pasado porque la acumulada del 24 al 25 ha sido del 15,4% de media. Del 23 al 25 es del 22,6%..."
— Rubén Sánchez, portavoz de Facua

2. Consequences for Consumers and Holiday Spending

• The average planned Christmas spend per person in Spain is projected to rise by 8% to 501 euros, based on data from Accenture’s long-running study.
• This figure, however, is still below pre-crisis spending levels from two years ago.
• The primary driver of increased spending isn’t higher discretionary purchasing, but simple necessity due to elevated prices.

Quote [01:39]:
"Va a subir un 8% hasta superar los 501 euros... es una cantidad considerable, pero que sigue por debajo de lo que gastábamos hace dos años."
— Jordi Fábrega

• Only 24% report they’ll spend more this year to indulge themselves or buy extra gifts; for most, higher spending is forced by price inflation.

3. Evolving Shopping Behaviors

• Price-Sensitivity:
  Consumers are comparing prices across both physical and online stores more than ever, seeking the best value.

• Purchase Anticipation:
  There is a trend toward starting holiday shopping earlier, partially to hedge against rising prices.

• Stress and Overload:
  A significant proportion of shoppers report high levels of stress around holiday shopping, exacerbated by aggressive advertising.

  Notable Data:

  • 88% of consumers (9 out of 10) say Christmas shopping is so stressful it sometimes makes them reconsider buying.
  • 80% feel overwhelmed specifically by the volume of advertising, which induces anxiety over making the “right” purchasing decisions.

Quote [02:39]:
"El 88%, es decir, 9 de cada 10 consumidores dice que comprar en Navidad es tan estresante que termina echándose para atrás... El bombardeo publicitario es lo que más estrés genera."
— Jordi Fábrega

4. Implications for Retailers

• The study referenced notes that the overwhelming volume of online advertising is pushing some buyers toward traditional stores, as physical outlets allow for tangible comparisons and direct product assessment.
• This could be an opportunity for brick-and-mortar shops to recapture customers fatigued by digital marketing.

Memorable Moments & Quotes

• Rubén Sánchez (Facua) on price surges
  [01:03] "La acumulada del 24 al 25 ha sido del 15,4% de media... la gran subida ha sido en este último periodo de 12 meses."
• Jordi Fábrega on average spend
  [01:39] "Va a subir un 8% hasta superar los 501 euros... pero que sigue por debajo de lo que gastábamos hace dos años."
• Jordi Fábrega on shopping stress
  [02:39] "El 88% dice que comprar en Navidad es tan estresante que termina echándose para atrás... El bombardeo publicitario es lo que más estrés genera a los consumidores."

Timestamps for Key Segments

• 00:07: Opening & Introduction to holiday sweet price hikes
• 00:28: Jordi Fábrega cites Facua's price analysis
• 01:03: Rubén Sánchez (Facua) details cumulative inflation (Notable Quote)
• 01:39: Effects on consumer holiday budgets, cited from Accenture data
• 02:31: Shift in consumer shopping habits & rise in stress
• 02:39: Quantifying shopping-related stress and effects of advertising (Notable Quote)

Conclusion

In this episode, Àngels Barceló and Jordi Fábrega present a sobering snapshot of the Spanish holiday economy, marked by steep price rises for traditional sweets and a consumer base increasingly stressed and strategic in their shopping. The conversation blends economic reporting with consumer sentiment, offering practical insight into how inflation and marketing shape the modern Spanish Christmas experience.

Listeners gain a concise yet comprehensive understanding of why their holiday baskets cost more—and why buying them feels more stressful—than ever before.