By Eliane Portillo

The tradition of buying and gift giving during the Christmas season does not disappear, but is expected to fall due to the global economic situation, says Nielsen.

For seasons shopping, half of global consumers said they will spend the same as in 2010. 45% of Mexicans said that will reduce their spending compared to last year, 24% plans to reduce spending, revealed the Online study by Nielsen.

In Mexico, the three product categories in which consumers spend more money last year were clothing (22%), books (17%) and technology (16%).

It is noteworthy that a small number of Mexican consumers responded that plans to spend on these same items: 3%, 25% and 28% respectively, so that the clothing segment of general stores, department and supermarkets, have a great opportunity, along with libraries, manufacturers and businesses that sell technology.

In Mexico, about 5 out of 10 consumers plan to cut their spending, while 3 out of 10 remain the same compared to the previous year. Meanwhile, the proportion of Mexicans who plan to spend more compared to the previous year is less than one in 10.

Should be reviewed the reaction and buying behavior of consumers with the initiative Buen fin and other similar efforts that will come to add, since the survey was established before this proposal to encourage purchases by consumers. The expectation is to generate increased sales and that consumers are motivated to take advantage of promotions that retailers, manufacturers and financial institutions offered.

Regarding the type of products that consumers will buy more around the world, stand out technological devices, with 14% of respondents who said will invest more in these articles.

Similarly, the study draw that in Latin America will be invested more than last year on clothing (clothing and footwear) with 25% of consumers, followed by travelling (22%) and technological devices (21%).

On the other hand, the category that will be significantly reduced spending in Latin America is jewelry, where 65% of respondents do not plan to spend on it and 16% will reduce their spending over the last year.

While video games and consoles will also be affected with 55% of consumers who do not plan to spend on these products and 21% will spend less than the Christmas holidays in 2010.

Interesting is the low investment that Latin America consumers plan to make in products such as movies DVD/Blue Ray, music CDs, video games and consoles, since between 46% and 55% said they would not make any purchase in this area.