Venezuela

The study «Tendencias del Consumidor Venezolano» (Venezuelan Consumer Trends), prepared by the firm Datanálisis, indicates that 63 out of every 100 Venezuelans experience some emotional barrier when buying something for themselves, apart from household expenses.

Selling in Venezuela is no longer just a matter of prices or availability. According to economist Luis Vicente León, it is a psychological battle fought within each family’s budget.

León revealed the results of the recent study «Tendencias del Consumidor Venezolano» (Venezuelan Consumer Trends), prepared by the firm Datanálisis and presented by the Institute of Higher Studies in Administration (IESA). It highlights that the margin for discretionary spending in the country is almost non-existent: less than 5% of the family budget goes toward non-mandatory expenses.

In this regard, the economist explained that in an environment where the vast majority of income is committed before the month even begins, the act of purchasing has been reduced to fighting for a spot on an extremely limited priority list.

However, the report reveals a fundamental phenomenon: two consumers with the same income level can behave in diametrically opposite ways. The key difference between them is not money, but guilt.

The emotional cost of indulging yourself

The study indicates that 63 out of every 100 Venezuelans experience some emotional barrier or conflict when buying something for themselves, outside of household expenses.

Likewise, 27% only allow themselves a purchase if they feel they really “deserve” it, and 20% enjoy the moment of consumption but experience remorse afterward when they calculate the financial impact.

15% of Venezuelans report serious difficulties justifying the expense, and only 36% make personal purchases spontaneously and without thinking too much.

The category where this psychological brake is most evident is in the food sector and going out to eat, which many consider a luxury that creates guilt.

The threshold at 35 years old: the age factor

Through his profile on “X,” Luis Vicente León explained that the reason for this emotional brake is explained in the study’s second key finding: the generational gap. The willingness to spend personally changes drastically depending on the age group.

Figures from the study show that 37% of Venezuelans between 18 and 24 buy for themselves without overthinking or feeling guilt. By contrast, only 6% of citizens between 35 and 44 are able to consume for themselves without remorse.

“Don’t underestimate young people. They spend with less money, yes, but they spend without guilt,” he highlighted.

According to this, age 35 marks a clear dividing line for the Venezuelan consumer. At that age, the heaviest family burdens concentrate: raising children, their education, and parents’ medical care. Responsibilities completely reshape what the adult “allows” themselves to spend on themselves.

This forces businesses and brands to understand that they cannot communicate or sell to both segments in the same way, León noted.

For local businesses, the study’s lesson is clear: a sustainable business needs to attract both profiles, adapting the offering, prices, and message to respond to the financial and emotional realities of each generation.

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