According to a report by consulting firm Focus Market, prices for gifts on the Day of the Magi, celebrated on Tuesday, January 6, have increased by up to 33% compared to last year, with average spending expected to reach $59,500 per gift. In the category with the highest demand, prices rose below the inflation rate. The report indicates that the same toys tracked in 2025 have seen a year-on-year increase of up to 33%. For example, a memory game that cost $28,491 last year now costs $37,990 in 2026. Based on its price survey, the consulting firm projects that average spending per gift this year will be $59,500, a 25% increase from last year's $47,460. Among the top 10 most requested toys for the Magi, prices start at $9,000 for a magic set, $31,500 for an interactive pet, $184,000 for a foldable scooter, and $499,950 for a 70cm Vader Robot, among others. Analyzing the price increase below the inflation rate, Focus Market Director Damián Di Pace stated, "This indicates a very high level of competition where the sector absorbed some costs to maintain sales volume during a key period, offering more moderate increases than the general price level, along with offers, promotions, and discounts."
Regarding the channels chosen by the Magi for gift purchases, the traditional open-air shopping centers lead with 30%, followed by e-commerce at 28% (Marketplace 38%, Website 30%, Instagram 18%, Facebook 8%, and Others 6%), and shopping malls at 22%, among others. In this sense, Di Pace commented that "the sales forecast for the Magi strongly relies on an omnichannel strategy, where open-air shopping centers on streets and avenues coexist symbiotically with e-commerce." He also highlighted that "this combination allows for greater reach and more efficient consumer engagement up until the night of the Magi, when many people shop online and pick up in-store or opt for home delivery."
Magi 2026: Promotions and Discounts
Banks: 20% savings and up to 4 interest-free installments: Shopping malls, clothing, toy stores, bookstores, perfumeries, among others. 50% savings and up to 12 interest-free installments: Toy stores (on bicycles and toys from international brands).
Marketplace: Up to 30% savings and 12 interest-free installments: Sports, Gaming, Games and toys, among others.
Supermarkets: 12 interest-free installments: Bicycles and toys. Buy 2 products, get the second 80% off.
