Kenyans to spend less on Christmas shopping this year – WorldRemit 




The latest results from the WorldRemit Cost of Christmas Study show that Kenyan families are expected to spend 17% less on Christmas celebrations this year compared to 2021. The average spending on Christmas is, however, expected to be 1.65 times the country’s average monthly income, highlighting the costs associated with celebrations.

Now in its second year and covering 23 countries globally, the WorldRemit Cost of Christmas Study observes how the changing macroeconomic environment affects the cost of standard Christmas elements, including the main holiday meal, average gift spending and decor.

The 2022 study shows that families around the world can expect to spend up to 156% of their monthly income on Christmas. Households in Lebanon will pay the highest amount compared to their average monthly income (688%) while families in The Netherlands will be least financially impacted, with costs only accounting for 19% of the average household’s monthly income.

With unique traditions, gift giving ideas, and seasonal meals in every region, the global landscape sees a wide diversity of costs associated with the holiday season.

In addition to the 14 countries covered in the 2021 study, the new study added 9 new countries this year to further observe the ways different cultures celebrate, and budget for, the global holiday. The study compares the average cost of food, gifts, and decor to average household incomes to determine the season’s financial impact on families around the world.

Year-over-year findings

Of the 14 countries examined for the second season, five are considered developed economies: UK, US, Canada, France and Australia. The 2022 findings reveal the average seasonal increase across these five countries was 33%, with the UK seeing the greatest change, as prices rose more than 60% year over year for the Brits. This anticipated high cost is brought on by the drastic and sudden increase in inflation, which has forecasters predicting more extreme costs this season. Of these nations, France is the only country expected to save this year, with an 11% cost reduction across items observed. While costs across the three categories decreased less than $50 each, the slight consistent change drove down costs overall, giving the French another reason to celebrate.

2022 – All figures are in $
Country Total Year-Over-Year Difference 2022 Total Spend Average Food Cost per Household Average Gift Cost per Household Average Decor Cost per Household Percentage of Monthly Household Income
UK +65% $1,075.24 $174.12 $702.13 $322.54 35.60%
US +44% $1,235.54 $118.54 $886.00 $198.99 27.82%
Canada +36% $2,100.38 $398.67 $1,156.58 $545.13 72.41%
France -11% $1,127.35 $239.76 $646.72 $240.87 42.57%
Australia +34% $1,076.86 $393.93 $478.35 $204.58 32.97%

Of the remaining nine countries indexed (Cameroon, India, Lebanon, Nigeria, Rwanda, Uganda, Kenya, Philippines, and Mexico), the average cost of Christmas increased by 9%, and the cost changes varied widely. While India (-2%), Kenya (-17%), and the Philippines (-38%) saw a reduction in costs this year, Cameroon (+56%) and Uganda (+34%) will see substantial increases. Of these nine countries, India was the only nation that can expect to spend less than an average’s month of income, with holiday costs accounting for 99% of the average Indian family’s monthly income.

Across the 14 countries observed in both 2021 and 2022 studies, the increase in the Cost of Christmas was, in part, attributed to a rise in the amount of money allocated towards food over the holidays. This consistent increase in the price of food, which saw the highest increase (50%) year over year, compared to 13% and 21% increases across the other categories, means families globally will likely need to shift their budget planning to accommodate for the increased costs of holiday meals. The findings reflect similar conclusions drawn in WorldRemit’s recent Cost of School and Cost of Living studies. Further details include:

  • In Lebanon, the average household spends 688% of their monthly income on Christmas celebrations
  • In the US, the cost of gift and decor accounted for the majority of the total year-over-year increase, rising by +37% and +131% respectively
  • The UK saw the greatest increase in the cost of Christmas at 65% higher than 2021
  • Cameroon, Lebanon, Nigeria, Rwanda, Uganda, Kenya, and the Philippines are likely to spend more than 100% of their monthly household income on Christmas
  • Canada is preparing for the highest cost of Christmas among observed countries, totalling $2,100.38 per average household

2022 study: findings of the nine additional countries observed

WorldRemit added nine new countries to the annual index, including Germany, the Netherlands, Zimbabwe, South Africa, Fiji, Spain, Colombia, the Dominican Republic, and Guatemala. Results show that Zimbabwe will be most impacted by this year’s costs compared to the nation’s average monthly household income, as most families can expect to pay more than 2.6 times their income on the holiday. Zimbabwe is a nation that is heavily impacted by remittances – in 2020, the inflow of remittances accounted for more than 10% of the nation’s GDP. Other countries, including Fiji and Morocco spend close to 100% of their monthly income on Christmas.

All figures in $

  • In Germany, more than 70% of the total spend ($1,452.64) is allocated towards gifts
  • The Netherlands is likely to spend the lowest share of household income on Christmas at 19%
  • Zimbabwe spends $208.70 on Christmas, which accounts for 266% of the average monthly household income
  • South Africa lands in the bottom quartile of countries analysed, spending $172.28 on Christmas
  • While Fiji only spends $36.15 on food at Christmas, $203.03 are spent on decorations and overall costs account for more than 85% of the average monthly household income
  • In Spain, the majority of the cost of Christmas is allocated to food at $231.23 of the total $499.37 spent
  • Colombia will likely spend 73% of their average monthly household income on Christmas in 2022
  • Families in the Dominican Republic can expect to spend $179 on Christmas, with up to $136 of this being spent on decorations
  • Guatemala’s households will spend $315 on Christmas, which accounts for 96% of average monthly household income

Methodology

In the study, WorldRemit looked at the following countries and researched the cost of food, gifts, and decor:

  • USA
  • UK
  • Canada
  • France
  • Australia
  • Cameroon
  • India
  • Lebanon
  • Nigeria
  • Rwanda
  • Uganda
  • Kenya
  • Philippines
  • Mexico
  • Germany
  • Netherlands
  • Zimbabwe
  • South Africa
  • Fiji
  • Spain
  • Colombia
  • Dominican Republic
  • Guatemala

The Christmas items were selected based on desk research of typical Christmas meals, gifts and decorations. We then researched the average price of each item for an average family on an average income. The prices were researched online in late October 2022 – November 2022. Prices and breakdowns of what is appropriate for Christmas celebrations in each country were then shared with locals of that country who we hired to validate the data as correct.

The exchange rate from the local currency was calculated on October 24th, 2022. The percentage figures are percentages of the overall budget in the local currency.

WorldRemit is a global payments company and, along with Sendwave, part of Zepz, a group powering two global payments brands. The platform currently sends from 50 countries to recipients in 130 countries, operate in more than 5,000 money transfer corridors worldwide and employ over 1,200 people globally.

On the sending side WorldRemit is 100% digital (cashless), increasing convenience and enhancing security. For those receiving money, the company offers a wide range of options including bank deposit, cash collection, mobile airtime top-up and mobile money.

Backed by Accel, TCV and Leapfrog, WorldRemit’s headquarters are in London, UK with regional offices in the US, Poland, Canada, Australia, Hong Kong, Singapore, Malaysia, the Philippines, South Africa, Somaliland, Uganda, Kenya, Rwanda, Tanzania, Zimbabwe and Belgium.

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