Christmas shopping in Europe: where to find the best deals and how to save money during the holiday season

Christmas shopping in Europe combines a festive atmosphere with great bargains. Find out where to find the best markets and outlets, how to get a VAT refund, and what to look out for during your trip

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The Christmas season in Europe is traditionally associated not only with atmospheric fairs, but also with great shopping deals. In December, many cities combine festive events with discounts, seasonal sales, and special offers for tourists. For Ukrainians planning a winter trip, Christmas shopping can be a great way to bring gifts home without breaking the bank.

Where to go for Christmas atmosphere and affordable shopping

European Christmas markets are not only about decorations and mulled wine, but also an opportunity to purchase local products at reasonable prices. Among the destinations that consistently rank among the best Christmas cities in Europe are:

● Vienna — classic markets with Austrian sweets, decorations, and handmade products.

● Prague — affordable souvenirs, Czech glass, jewelry, and traditional gifts.

● Budapest — a combination of affordable prices and a large selection of local goods.

● Krakow — one of the best places for budget Christmas shopping in Central Europe.

● Strasbourg — the Christmas capital of France with a large selection of festive goods.

Fairs are a great place to buy small gifts, decorations, food, and handmade items. This allows you to support local artisans and avoid overpaying for international brands.

Outlets: how to buy branded items at a discount

Those planning more serious purchases should pay attention to outlet villages — shopping towns with discounts on branded clothing, footwear, and accessories. The most popular among tourists are:

● La Vallée Village (near Paris),

● Bicester Village (near London),

● Serravalle Designer Outlet (Italy).

Outlets offer permanent discounts, which are often combined with additional promotions during the pre-Christmas period. This is a chance to buy premium brands at a much lower price than in regular stores.

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VAT Refund: how to get some of your money back

Ukrainians who are not EU residents can take advantage of VAT refunds. In most EU countries, this is possible when purchasing more than the established minimum amount in one store.

Important things to remember:

● The goods must be taken outside the EU.

● You must keep your receipts and fill out a VAT form at the store.

● You must have your documents confirmed at customs before departure.

This mechanism allows you to get some of your money back and make your Christmas shopping even more profitable.

When is the best time to buy: the right timing

Christmas discounts have their own dynamics. In December:

● prices at fairs remain stable;

● discounts at outlets and shopping centers often increase closer to the holidays;

● in some countries, additional promotions start a few days before Christmas.

It is useful to compare prices online in advance and plan your purchases so you don't overpay on the spot.

Practical life hacks for Christmas shopping:

● compare prices on your smartphone — sometimes online stores offer better deals than offline ones;

● Handmade souvenirs and gifts are cheaper to buy at fairs.

● If you plan to make a lot of purchases, check your carrier's customs limits and baggage rules in advance.

When planning a Christmas shopping trip abroad, it is important to take care of your safety. Medical insurance is a mandatory requirement for crossing the border of many European countries and provides real protection in case of illness or unexpected expenses. You can purchase medical insurance for traveling abroad online on the Visit Ukraine platform — it's fast, convenient, and allows you to travel without unnecessary risks.

We remind you! Lonely Planet has selected nine European cities that best convey the spirit of the New Year holidays. Fireworks, concerts, festivals, and festive cuisine — find your ideal place to celebrate 2026 in this selection.

Photo: Depositphotos

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