Hungarian shoppers are already getting ready for summer, and discounts are doing most of the heavy lifting. Etele Plaza’s online research shows that most consumers plan their seasonal purchases in advance, but they still leave room for spontaneous buys when the right offer appears.
Promotions and discounts influence 58% of shopping decisions, making them the single most important factor in summer purchases. Nearly a third of respondents also buy because they are missing something from their current “stock,” whether that is clothing or a piece of tech.
Wardrobes get the upgrade
Eight out of ten respondents said they plan to update their wardrobes with new clothes this summer. Most of them expect to spend less than 50,000 forints on clothes and accessories, while only about 10% plan to spend more than 100,000 forints.
The preferred styles are comfortable and basic, with loose, summery and sporty outfits proving more popular than elegant or trend-driven looks. Color preferences are also broad, with many shoppers choosing mixed color palettes, bright tones or pastels.
Shopping starts early
More than half of respondents like to plan summer purchases ahead of time, while still keeping some flexibility. Some begin looking for seasonal pieces as early as April, although the biggest share starts in May.
Appearance matters, but effort lags
Two-thirds of respondents said they worry about their appearance during the summer, especially for beach season or when wearing lighter clothes. Even so, most do not make special efforts to get in shape.
Summer spending is not limited to clothing. More than half of respondents are also preparing for the season with new electronics such as power banks, earphones, e-book readers and smartwatches.
