Switzerland is in a festive shopping mood, and this is clearly reflected on the online marketplace Ricardo. The peak of Christmas sales was reached in the first week of December with 149’683 successful transactions, an increase of 10% compared to the previous year. Ricardo’s latest analysis also reveals that gifts for loved ones are increasingly secondhand and therefore sustainable. Around 70% of all items sold on Ricardo in recent weeks were pre-owned. While “Dubai chocolate” and “Rolex” were among the most searched terms in the weeks leading up to Christmas 2024, this year brings a new trend: Lego. The most expensive item sold during this period was a Patek Philippe Nautilus for CHF 88’881.
Swiss consumers are spending more at the end of 2025. According to a recent study by the Swiss retail industry association Swiss Retail Federation, people in Switzerland will spend an average of CHF 341 on Christmas gifts this year: one fifth more than in 2024. However, higher budgets do not necessarily lead to more purchases of new products. On Ricardo, demand for secondhand items remains strong, even when it comes to Christmas gifts: around 70% of all items sold in recent weeks – during the peak of the festive season – were used.
Shifts in search trends: Lego overtakes luxury
A key indicator for potential gift ideas on Ricardo is the search behaviour between mid-November and mid-December. While last year’s top searches “Dubai chocolate”, “Rolex”, and “sofa” reflected a more luxurious and high-price segment, Christmas 2025 shows a clear and down-to-earth trend: Lego (ranked fifth in 2024). And Lego was not only widely searched for, it was also actively purchased: transactions in this category grew by 29% within a month.
Most searched keywords
- Lego
- Table
- iPhone
- Cars
- Pokemon
Most expensive successfully sold items
- Patek Philippe Nautilus 5711: CHF 88’881
- Audemars Piguet Gold Mini: CHF 61’360
- Rolex Daytona Yellow Gold Green Dial: CHF 60’701
Products with the highest transaction growth
- Sleds (+130%)
- Ski gear (+37%)
- Decoration items (+35%)
- Beanies (+30%)
- Lego (+29%)
Data basis: The analysis is based on activity on Ricardo between 15 November 2025 and 15 December 2025.
About SMG Swiss Marketplace Group
SMG Swiss Marketplace Group is a pioneering network of online marketplaces and cutting-edge digital company that simplifies people’s lives with innovative products. SMG Swiss Marketplace Group provides customers with the best tools to meet their life decision needs. The portfolio includes Real Estate (ImmoScout24, Homegate, Flatfox, Immostreet.ch, alle-immobilien.ch, home.ch, Publimmo, Acheter-Louer.ch, CASASOFT, IAZI), Automotive (AutoScout24, MotoScout24), General Marketplaces (anibis.ch, tutti.ch, Ricardo) and Finance & Insurance (FinanceScout24, moneyland.ch).
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