The dataset includes sales figures, in pesos, for categories like Books & Stationery, Toys, Home & Decor, Perfume & Cosmetics, Sporting Goods, Electronics, Apparel & Footwear, and Other, which covers the rest of the minor categories. It also includes a geographic dimension, letting us filter by different regions of the country. Let's get started!

What Do We Buy for Christmas?

Which sales categories shined during recent Christmases... and which didn't!


Looking at the data, the Apparel category was the clear standout, making up more than 50% of total revenue. On the podium, with smaller shares, come Sporting Goods and Technology, at 13% and 11% respectively. Surprisingly, toys were the lowest-revenue category, an unexpected finding for a season full of magic! The Books & Stationery category also stands out for having a much lower volume than the rest. Home & Decor and Perfume & Cosmetics aren't the stars, but they undoubtedly contribute to overall revenue.

How Did These Categories Evolve Over the Years?

The line chart shows how these categories evolved over time. Once again, the winner is Apparel, which pulls away from the rest and shows growth that outpaces inflation and the peso's devaluation. The other categories track the inflationary trend without major movements of their own. Filtering by region reveals differences: for example, in the Northern Region, Electronics drops two spots, overtaken by Home & Decor.

We won't dive into revenue, costs or profit margins here. We'll focus on understanding which categories sell the most during this time of year.

Exploring the Dashboard

We invite you to explore this Dashboard built with Tableau Public and run your own analysis. There are still plenty of questions left to ask, like:

  • How did these categories evolve across different regions over the years?
  • Is Apparel & Footwear the top-selling category every year?
  • Does Toys move up in ranking in any other region or year?
  • Which category has the lowest revenue in the Southern Region?
  • Which category has the highest revenue in the Central Region?