Christmas euphoria in Croatia began even before November had seriously stepped in.

Marketing experts explain that the Christmas season actually begins as soon as the first commercials start airing on television, because that is precisely when retailers begin the so-called 'soft entry' into the Advent period.

'On average, spending increases by as much as 30 percent already during the first Advent weekend, and as Christmas approaches, the weekends become increasingly stronger,' says marketing expert Pero Tanta for RTL Danas. In December last year, according to official data, Croatians spent a record 3.3 billion euros. An even higher amount is expected this year.

Economist Boris Podobnik points out that holiday spending will once again break records, partly due to inflation, but also because citizens, despite global crises, are not giving up the tradition of gift-giving. He estimates that total spending could reach 3.5 billion euros, with growth of 2 to 4 percent compared to last year.

Given wage growth in the previous year and a stable labor market, consumer sentiment remains high. According to data from the Croatian Bureau of Statistics, the average net salary in Croatia has increased by more than 10 percent over the past year, and inflation is gradually easing. This means that citizens have somewhat more room for holiday expenses, although the prices of gifts, food, and decorations continue to rise.

In addition, December is the month when retailers achieve the highest turnover of the year, but despite that, the greatest earnings are still recorded during the summer tourist season. Tourism revenues continue to keep the economy stable, while December spending is reflected more in the short-term growth of domestic trade and hospitality.

Although many comment every year that 'Christmas starts earlier and earlier,' the trend of early decorating and shopping is no coincidence. Retailers use emotions, nostalgia, and a sense of togetherness to encourage customers to plan gifts and home decoration earlier. And considering that, according to estimates, the average Croatian family will spend between 500 and 700 euros on the holidays, it is clear that the magic of Christmas will be felt this year at the cash registers as well.