The Bavarian Trade Association (HBE) forecasts sales in Bavarian retail of 15.3 billion euros for the 2024 Christmas business. That would correspond to a nominal sales increase of 1.3%. After months of depressed consumer sentiment, there are now signs that it is improving slightly again, says HBE President Ernst Läuger: “Consumer sentiment will rise slightly again in November. We hope that people will treat themselves to something at Christmas and not skimp on gifts.” After the high-sales Corona years, online retail will once again feel customers’ reluctance to buy in the Christmas business, Läuger expects: “We expect a nominal one Sales growth of only 1.4%. This corresponds to 2.7 billion euros.” However, the Chinese platforms Temu, Shein and Alibaba are likely to continue to grow strongly. According to HBE calculations, customers in Bavaria will buy Christmas presents for around 250 million euros on these platforms.
Trade in Bavaria is cautiously optimistic
