Families in Spain expect to allocate an average budget of 183.15 euros per household for the purchase of toys this holiday season, according to the Toy Purchase Report in Spain by Aldi 2026. The study confirms that 74.6% of households already choose the supermarket as the main place to buy toys during the Christmas campaign.
Toys continue to be the top priority for Christmas spending: 63.3% of households estimate they will dedicate half or more of their Christmas budget to this type of gift. Regarding the evolution of spending, 62.7% of consumers plan to maintain the same expenditure as last year, while 23.7% state that they will reduce it and 13.6% declare that they will increase it.
The report details that those who lower their budget do so mainly for responsible purchasing (25.7%), with the aim of not accumulating more toys than necessary, and secondly due to the family economic situation (21.3%).
Among those who plan to increase spending, the most common reason is the increase in the number of children to whom gifts will be given (33.4%). This is followed by the improvement of the household economy (20.3%) and, in third place, the rising cost of toys (20%), a percentage 10 points lower than last year, indicating less concern about price increases.
The acquisition of toys in supermarkets is gaining more weight in the Christmas basket. 84.8% of respondents claim to choose this channel for its competitive prices, followed by the quality of the products (80.6%) and the good value for money (31%). Additionally, 31.4% of families have increased their toy purchases in 'supermarkets' in the last three years, citing their value for money as the main reason (41%).
The study also reflects greater planning on the part of households: 64% advance the purchase of gifts by a month or more compared to the Christmas dates, a practice especially widespread among younger families. Including toys in the weekly shopping allows for spreading the expense: 32.6% take advantage of their regular visits to the supermarket to acquire them gradually.
Specifically, 64% of families buy toys with at least a month’s notice before Christmas, mainly to find deals and lower prices (62.2%) and to ensure the availability of desired products, avoiding queues and stock issues (54.5%). This anticipation is complemented by internal organization: more than 34% of households coordinate by distributing which toy each family member buys, in order to spread the spending and avoid duplications in gifts.
For this Christmas campaign, Aldi launches a collection of more than 680 games and toys aimed at all ages, from the youngest to a more adult audience ('kidult'). 78% of these items will be priced under 10 euros, with offerings that include educational and creative toys, board games, dolls, vehicles, and crafts. Families particularly value the good value for money (63.7%), low prices (42.6%), and variety of the assortment (38.1%).
Thus, among the factors most highly rated by those choosing Aldi toys are the good value for money (63.7%), the adjusted price (42.6%), and the products in the assortment (38.1%).
Finally, the report confirms that the Three Wise Men remain the favorite tradition of Spanish households: 45.3% primarily celebrate this date, compared to 14.9% who prefer Santa Claus and 34.3% who choose to give gifts on both occasions.