Germans, more "hands-off" for Christmas - Survey: Citizens will spend less on holiday gifts
German consumers plan to spend less money on gifts this Christmas, although expectations for the festive season remain high.
According to a new survey by the German Retail Federation, Germans plan to spend an average of 263 euros on gifts, a figure that has shrunk by 34 euros compared to 2023. Meanwhile, a nominal increase in sales of 1.5% is forecast for November and December, reaching 126.2 billion euros. But this figure, after adjusting for inflation, remains practically unchanged compared to previous values.
In the same survey, 80% of retail businesses expect more "hands-off" consumers, while 83% believe that customers will be more price-conscious due to the increase in the cost of many products.
In another survey, 73% of respondents said they are looking forward to the Christmas season. About 54% plan to spend about the same amount as last year, 11% “a little less” and 10% “a lot less”. While only 10% of respondents said they will spend more. The most popular gifts are gift certificates, toys, books, cosmetics and personal care products.
The federation called for the creation of better conditions for the economy and the retail sector, demanding the reduction of bureaucracy and electricity taxes for all, as well as emphasizing the need for "equal opportunities" with Chinese companies Temu and Shein.
The institution also underlined the importance of protecting city centers, adding that the retail sector is the third most important industry in Germany, with 18.5% of annual sales recorded during the holiday season.
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