Rome, 14 Oct. (Adnkronos/Labitalia) – Italians are collectors. In 2023, in fact, they spent more on collecting than on holidays, they expect to increase spending by 37% in the next 3-5 years and more than one in three has started a collection in order to leave it for posterity. Collecting, after all, is a sector that has undergone radical changes in the last century, which have led to the birth of both new ways of collecting and new categories to keep an eye on. To delve deeper into the phenomenon, Catawiki, the leading online marketplace for special objects, and Hypebeast, the leading platform for contemporary fashion and culture, have collaborated to carry out an exhaustive research entitled '21st Century Collecting' in order to identify the current behaviors and to anticipate the trends that will define the future of collecting. (VIDEO)
To do this, we used Hypemind's proprietary tools, the insights authority within the Hypebeast portfolio capable of translating cultural intelligence into strategic decision-making. From the analysis, conducted in 5 European countries (Italy, France, Germany, Belgium and Holland), on a representative sample of more than 4,500 collectors and people who would like to start a collection between the ages of 18 and 65, an overview emerged that leaves predict spending growth that will increase significantly in the coming years. In fact, almost half of adults in Europe have a collection and spend an average of 1,500 euros, expecting to increase spending by over 30% in the next 3-5 years.
Our country, with over 33 million Italians who today define themselves as collectors (6 out of 10), is the market with the highest number of people who have one or more collections. Additionally, 16% of people are considering starting one. Italy's strong passion is driven above all by the inhabitants of Lombardy, who position themselves on the top step of the collectors' podium, followed by those from Campania, while those competing for third place are Sicilians, Lazio and Venetians. Among the categories preferred by Italians we find: books (49%), watches (33%), jewelery (32%), photographs (32%), banknotes and coins (32%).
In 2023, Italians spent an average of 1,381 euros on their collections, a passion so important that it exceeds the average cost of summer holidays (1,130 euros per person between June and September 2023)1. An expense which, in the next 3-5 years, is expected to increase in percentage more than the other European countries examined (+37%), reaching 1,892 euros, but which for Gen X could increase up to 2,092 euros.
“The strong passion of Italians for collecting also emerges from Catawiki data: Italy is the first market in terms of spending among the key countries in which the company is present. Last year, over 250,000 Italians made an offer on Catawiki, an increase of approximately 18% compared to 2022”, declared Ravi Vora, CEO of Catawiki. These figures reflect the passion behind this hobby that 96% of Italian collectors also experience through related activities both online and live, to strengthen their bond with the objects. Being the most active collectors in Europe, the majority declared that they take part in events and fairs to stay constantly updated, while 22% follow influencers or experts related to their passion on social media and another 22% personally conduct research learn more to become an expert in the area of interest.
But what drives Italians to have a collection? 36% of respondents began collecting to preserve valuable items for future generations. 68% of Italian collectors regularly check the value of their collection and 32% plan to resell it to increase their income (a percentage that rises to 42% for generation Z). Collecting is experienced differently depending on age: for Gen Z it represents a new way of interacting and socializing; Millennials are the generation that currently spends the most on collecting (1,450 euros per year); for Gen X, nostalgia drives the future of the industry; while Boomers experience it more as a 'private business' and are less inclined to resell items (only 15% would be willing to do so).
The technology of the recent past emerges as the main trend that is shaping the future of collecting.
In Italy, as well as in France and Belgium, technological items such as old mobile phones, smartphones, video games and consoles – which will soon be considered vintage – are expected to become highly sought after. Germany, on the other hand, is embracing digital and virtual collecting, while the Netherlands focuses on traditional objects such as jewellery, watches, fashion and art. But it's not just collectibles that are evolving. Technology is poised to revolutionize the way collectors dedicate themselves to their passion. In Italy, 78% of collectors expect technology to have a significant impact on interactions with their collections, while 74% believe streaming platforms will transform the way objects are purchased and owned, a perspective shared across the board. the countries covered by the survey.
While in Germany, France and Belgium it is expected that collections of digital and virtual objects will increase, in Italy and the Netherlands technological objects from the 70s/80s such as old cell phones, smartphones, video games and consoles will soon be considered vintage and will have a new life . Technology from the recent past is among the top emerging trends that are shaping the future of collecting (especially for 78% of Gen X). On the other hand, in the analogue world, Italians' collections will still be driven by banknotes and coins (34%), watches (31%), vinyl records (28%), books (27%) and jewelery (25%), as well as diamonds (21%), antiques (18%), comics (18%), stamps (17%) and historical memorabilia (17%). What all countries agree on, however, is that technology will have a big impact on interactions between collectors (78% – 92% of Gen Z) and that streaming platforms will change the way items are purchased and owned ( 74%).
“Italy has a rich cultural connection with collecting, boasting the highest number of collectors in Europe and the widest range of passions. For many it's about preserving heritage, while younger generations are increasingly focused on finding value and resale opportunities. Collecting is not just a hobby: it is a lifestyle deeply integrated into the daily routine of Italians, who are the most active collectors. As technology reshapes the world of collecting, Italians are at the forefront, seamlessly blending tradition and innovation in this dynamic space,” concluded Vora.
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