The objectives of the German retail trade are high: More than 100 billion euros to implement the traders to win Christmas this year. But the consumers give hesitant.
In the last few days before Christmas, the cash registers ringing in shops once more: “The Christmas business in the last few days before Christmas eve, according to experience, once again. Many customers buy only in the final sprint of their gifts,” said Stefan Genth, CEO of the industry Association HDE.
The final sprint also seems to be necessary, if the 100-billion-Euro sales are to be achieved, the Association expects in this Christmas season. So far the retailers were not quite satisfied.
Only a quarter of the HDE respondents, members of the business. For this purpose, the managing Director of the Berlin-based consumer temple KaDeWe is: “We are in our house with the turnover happy,” said Timo Weber to the DW. Popular in his luxury Department store, about classic cashmere sweater and gifts for the “Interior Design,” says Weber. “And the toys are always an issue.”
However, around half of the dealer looks at your expectations in the most important sales season of the year to date is not met.
Restrained Buying Mood?
It fits in with a broader Trend: The propensity to the consumer, so it shows the traditional survey of the society for consumer research (GfK), declined in December after two months of increase in a row. The buying mood of the Germans, the consumer researchers. However, many expect that your income could improve – it’s no wonder: unemployment in Germany is as low as ever before, employment is higher than ever.
Gifts for 472 euros per head?
The buying mood may sink, but it remains relatively high. The Germans want to spend on gifts at Christmas in an average of around 472 Euro. Per Head. So it is in a consumer survey conducted by the ifes-Institute. The 100-billion-Euro mark is broken, the Christmas business, this would correspond to an increase of two percent.
The German consumers, so you could judge to do everything to keep the economy Running: The share of private consumption in gross domestic product in Germany is the GfK, according to about 55 percent.
30 Million Christmas Trees
Its part of the German gross domestic product has also, of course, the German Christmas tree. A large share In the current year, 29.8 million are expected to be Christmas trees sold, know, the industry Association, the woodworking industry (HDH). The are more than in the previous year. Also because, according to the timber Association, more and more initiatives to take care of, the mosquito inner cities with Christmas trees, though.
The Christmas tree at the Dortmund Christmas market is 45 meters high
The center of the city in many a place can be of good use. Business people, the trade Association HDE, reported reported in the in addition to were the most frequently not satisfactory transactions.
An explanation for this can be found at the logistics: The online business is booming. The turnover in online trading has risen by around ten per cent, of the stationary trade is only one percent.
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What Christmas gift the GermansWomen vs. men
40 percent of the women interviewed have no Problem to give away some used. A third of the market-researchers Ipsos men surveyed agree. Eleven percent of the respondents buy according to the survey, no Christmas gifts.
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What Christmas gift the GermansBut not everything is needed
472 Euro, the Germans in this year on average for Christmas gifts, according to a survey by the trade Association Germany (HDE). The just under seven euros more than in 2017 and five euros less than in 2016. It is expected a business of 100 billion euros.
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What Christmas gift the GermansCoupons on the front
Vouchers are the most popular gift for Christmas. 2018 wants to gift according to HDE, every second German vouchers. Coupons for books, jewelry, concert and theatre are particularly popular. Practical and easy! According to market researcher GfK vouchers to the value of 1.8 billion euros are to Christmas (!) away.
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What Christmas gift the GermansAnd right gifts?
There is also! Every third German wants to clothes, toys and Cash to give away. Sustainability and quality are important aspects in the purchase of gifts. Sweets, sports equipment, toys, jewelry, and perfumes are also.
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What Christmas gift the GermansBlack Friday and Cyber Monday
In November, the shopping for Christmas begin. Like others, the Germans buy a whole weekend long – online. They gave out on Black Friday and on Cyber Monday about 1.8 billion euros.
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What Christmas gift the GermansThe wrong gift
After that, the return: After Christmas, about 40 percent of the Online will be sent purchases back. With almost 79 percent of women send back significantly more than men (21 percent), the consulting firm Deloitte.
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What Christmas gift the GermansMust not be missing: Santas and Santas
For the advent and Christmas season about two-thirds of them for the home market were produced this year in Germany 145 million Santa Claus figurines made of chocolate. With a calculator, to 1.7 for every German. Meanwhile, the production of the Easter Bunny is already running.
And all of these orders on to the Computer must be supplied: “just before Christmas, we transport nationwide, up to eleven million parcels a day,” said a spokeswoman for the package delivery service DHL recently, the “Berliner Zeitung”. On normal days, there are 4.6 million packets.
The packages have up to 20. December must be brought to the Post office to arrive on time.
Who has not done this, the gift voucher via Express remains all the same – every second Schenker thinks of a further survey. And that helps then maybe after Christmas, to increase consumption.
ar/bea (dpa, afp, rtr – archive)