Importance of traditions and family business at Christmas: a quantitative analysis of practices and values in Portugal

PurposeChristmas is the most consumed event of the year, always full of traditions, namely family ones, which are very significant. In this way, it is intended to find out the importance of traditions at Christmas time and analyze their implications for family businesses.Design/methodology/approachThe study is quantitative in nature, based on a questionnaire survey carried out with 551 Portuguese individuals, over 18 years of age, where different issues related to Christmas traditions and family are addressed.FindingsThe results demonstrate that the Christmas traditions scale is made up of four factors: family traditions on Christmas Eve, aspects related to the Christmas spirit, changes in Christmas traditions with the COVID-19 pandemic and traditions of participating in events with family at Christmas. Cod and octopus dishes are the most popular dishes on Christmas Eve. In relation to sweets/desserts, king cake, rabanadas, vermicelli, children's bread and sponge cake are the most common on Christmas Eve.Originality/valueThe study helps to understand Portuguese Christmas traditions, providing knowledge that allows defining strategies for family businesses, improving the experience and relationship with consumers at a special time of year. It is hoped that the trends in Christmas traditions in this study will contribute to unveiling the Christmas spirit, also serve as a marketing image and create curiosity and motivation on the part of other cultures to visit Portugal during this festive season, in order to experience Christmas traditions.