Christmas survey: Valletta in decline as middle class opts for Sliema

While  middle class and younger respondents prefer bourgeois Sliema working class tend to drift to the regional hubs . The survey also shows the Maltese celebrating  Christmas differently according to their age and social class.  Richer and younger respondents are more likely to shop from Sliema and Tigne point, to buy presents from the internet, to eat turkey for Christmas lunch and to eat out in a restaurant on Christmas eve and New Year’s eve.  On the other hand poorer and older respondents are more likely to buy presents from regional hubs and to eat pork and rabbit for Christmas lunch and to send Christmas cards by post.

Since 2008  the number of shoppers buying presents from Valletta declined from 45% to 32%.  On the other hand Sliema has seen the number of shoppers increasing from 25% to 30%.

Overall Valletta still remains the favourite shopping destination for Christmas presents but Sliema is a more popular as a shopping destination than Valletta with younger and more affluent respondents. 

Among those aged between 18 and 34 years, 42% buy their presents in Sliema while only 25% buy presents from Valletta.

Significantly among those in managerial or professional posts, 65% buy their presents from Sliema and Tigne.  This figure includes 16% who specifically stated that they buy their presents from the new Midi shopping centre. 

In fact the Midi shopping complex seems to attract higher spenders, attracting only 3% of those in clerical and vocational jobs and no working class respondents.

Working class respondents were keener on shopping from regional hubs like B’Kara, Paola and Hamrun.

Significantly 12% of respondents do not buy any presents at all because they give cash gifts.  The percentage of those who prefer to give cash gifts rises to 21% among those aged over 55 years of age.

The digital shopping divide 

Overall only a third of respondents buy Christmas presents through the internet.  But a majority of young and affluent respondents does so.  In fact 60% of those aged between 18 to 34 and 68% of those belonging to the AB occupational group buy presents from the internet.  Yet in all other age and occupational groups only a minority uses the internet to buy Christmas presents.   Among working class respondents only a fifth buy presents from the internet.

Turkey preferred by richer households

While 50% of respondents in managerial and professional jobs  eat turkey for lunch on Christmas day, only 21% of working class respondents do likewise.  ABs were also more likely to eat beef (22%) compared to only 8% of working class respondents. Lower middle class respondents were the most likely to eat pork (16%) , capon (8%) and lamb (8%). Working class respondents were the most likely to eat rabbit (7%) and chicken (7%).

Turning off the lights

The  number of people who decorate their windows with Christmas lights has fallen from 53% in 2007 to 40% this year. This is an indication that people are more cautious with using electricity due to the hike in electricity bills in the past years.  Despite the energy crunch 53% of those in managerial and professional jobs still switch on the Christmas lights.

Celebrating Christmas Eve with class

While 28% of ABs will be celebrating Christmas eve in a restaurant only 4% of working class respondents will do likewise.  AB’s are also more likely to celebrate at relatives and friends while working class respondents are more likely to celebrate in bars.

Interestingly lower middle class respondents (C1) are the more likely attend midnight mass than both ABs and working class respondents.

Overall 26% will be attending midnight mass this year.   Among respondent aged 55 years and over the percentage rises to 34%.  Among both 18 to 34 year olds and among ABs the percentage falls to l6%.

Compared to the previous year the percentage of respondents celebrating in restaurants has risen slightly from  7.2% to 8.4% which is slightly less than the 10% registered in 2007.  This suggests that there have been little changes in consumption patterns in the past five years.

A fifth of respondents have still to make up their mind on what to do on  new year’s eve and a tenth will not be celebrating at all as they will be working.

While only 4.1% of ABs will be abroad on Christmas eve the number increases to 9.4% on New Year’s Eve.  But only 3% of lower middle class respondents will do likewise.

ABs are the least likely to celebrate at home and more likely to celebrate at relatives, and friends.

Younger people are the most likely to celebrate new year in a private establishment.  While 15% of those aged between 18 and 34 will celebrate the arrival of the new year in a paid party organised  private establishment, 8% will celebrate in a bar and 8% will attend the free celebrations in Valletta.

Overall 5% plan to attend the free celebration in Valletta.

Legend

(AB include managers, administrators and professionals, C1 include clerical, technical and vocational workers, C2 include skilled workers, DE include unskilled workers and unemployed)

Methodology

The survey was conducted between 6 and 15 December. 532 persons were contacted by telephone after being randomly selected from the telephone directories.  The survey was stopped when the quota sample of 300 was reached  The survey has a margin of error of +/-5.7%.