The holiday season brings with it not only decorations and carols, but also the inevitable tradition of “Secret Santa”. A social phenomenon that has its source in the corporate world, being the invention of an American philanthropist, but which tends to become a standard practice in circles of friends and, especially, in the workplace.
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Although the intention behind the tradition is one of celebration, the data suggest a nuanced reality: for many Romanians, the enthusiasm also comes with a dose of financial and social pressure. Revolut conducted a study together with research company Dynata, in 20 countries, including Romania, to find out what are the main trends related to participation in Secret Santa.
This tradition is seen by many as a great opportunity to connect with the people around you and experience the selfless pleasure of giving. However, there is a significant segment that perceives this habit as stressful. Reasons for anxiety range from the logistical difficulty of choosing the right gift to tight budget constraints, which many find difficult to meet in today's economic climate.
“December is the month of gifts, but that doesn't mean we have to spend extravagantly and go over our budgets. A gift thought out ahead of time will always cost less than a gift bought in haste. To be relaxed in the face of this seasonal shopping, it's best to create a pocket in your digital banking app ahead of time to put money for gifts and unavoidable expenses, such as Christmas, including Secret Santa. This way you can also avoid spending more in December and waking up with the minimum accounts in January”says Tamer Nurla, deputy general manager of Revolut Bank UAB Vilnius Bucharest Branch.
“The study shows us that most Romanians participate in Secret Santa at work (28%), but now it is also widely practiced in the circles of friends (20%) and family (19%). One in three Romanians participate because they like to make surprises and give gifts. Even digital banks and financial apps are getting involved in this phenomenon. Especially in the part related to the preparation of funds and the tracking of expenses, i.e. by encouraging financial discipline, planning personal budgets and transparency”said Luiza Domnișoru, Head of Communications Revolut CEE Region.
Budget pressure
One of the most interesting aspects highlighted by the study is the tendency to exceed the initially agreed budget. Although the rules of the game often impose a financial limit, many participants admit that they take more out of their wallets, the amounts varying between 50 lei and 150 lei in exceptional cases. This tendency emphasizes that the emotional value of the gesture often takes precedence over the strict rules of the game.
Budget: More than half of respondents (54%) say they never go over their budget, showing that Secret Santa encourages some kind of financial discipline. Among those who exceeded it, the majority (21%) spent less than 50 lei over the limit.
Reason for going over budget: For those who spend more, the main reason is fear of disappointing or the fear that the person won't appreciate a cheaper gift (27%), followed by reluctance to choose something too generic/impersonal (16%).
What causes Romanians to ignore budget limits? The psychology behind this decision is complex. The main factor identified is the fear of disappointment – the worry that the recipient would not appreciate a cheaper gift. There is also a strong desire to avoid generic gifts, with participants fearing that a mundane object could be interpreted as impersonal. Insecurity and “excessive thinking” (overthinking) also play a major role in the decision to pay more to compensate for the lack of inspiration.
Across generations, motivations differ subtly. While some study participants, from the younger generations, admit to attending because of the FOMO (fear of missing out) phenomenon, others completely reject the idea, considering it an unnecessary expense or commercial pressure that dilutes the spirit of the holidays. Those who refuse to participate often cite the fact that they do not know what to buy or prefer to give gifts only in person, not organized.
Although Secret Santa remains a popular tradition, it reveals the complex relationship we have with money and social norms. Between the desire not to appear “stingy” and the need to fit into a crisis budget, Romanians are looking for the perfect balance. Whether they choose to participate out of enthusiasm or obligation, the bottom line is clear: the pressure to give the perfect gift can turn a simple game into a financial challenge.
Secret Santa is preferred by women
There are clear differences in approach between the genders: women are more enthusiastic and willing to supplement the budget to personalize the gift, while men are more pragmatic, but also more indecisive. Women are much more attracted to the act of giving (34%) compared to men (24%). Men are more likely to see the habit as an unnecessary expense (9% vs. 5% for women). Men find it more difficult to choose a gift, with 8% refusing to participate because they “never know what to buy”, compared to only 5% of women.
Women tend to go over budget more frequently than men. Only 49% of women have never gone over budget, compared to 58.4% of men. When they exceed the budget, women do it mostly for fear of not offering something “too generic” (18% vs 13% for men).
Gen Z is the most excited about Secret Santa, but also the most stressed
GenZ is the generation that meets Secret Santa both at school/university (20%) and among friends (27%). This is a reason to feel more strongly the pressure of choosing the gift and the budget. 12% of Romanian respondents from GenZ say that they feel the pressure of choosing these gifts “correctly” or according to the expectations of the recipients, the highest percentage among all generations. They are also the most likely to go over budget by small amounts (
Millennials, Secret Santa Corporatist's helpers
The study shows that for this category Secret Santa dominates at work: 36% (25-34 years) and 37% (35-44 years) participate in this type of activity. The 35-44 age group finds the most pleasure in giving gifts (33%) of all age groups. As they benefit from more important resources like GenZ, they are willing to make greater financial efforts: the 35-44 year old segment has the highest percentage of exceeding the budget in the 150-250 lei bracket (5%).
Generation X and Baby Boomers, between tradition and pragmatism
With age, participation in the workplace decreases and the importance of family or refusal to participate increases. The 55-64 year old category has the highest percentage of respondents who say that “it is not practiced in their circle” (20%). They are the most financially disciplined or conservative: 66% (55-64 years old) and 79.2% (over 65 years old) have never exceeded the established budget. Over 65, 33% say that it is not practiced in their circle, and 11% consider the habit “strange or impersonal”.
