In the weeks before Christmas, many German consumers’ money is looser. This is a result of the new Trend Check Trading from ECC Cologne. While online shopping continues to grow in importance, stores remain the most important source of inspiration. Services are particularly valued by younger consumers. For many consumers, free shipping is more important than offers and discounts.
58% of consumers said they wanted to buy gifts online (2023: 51%). Brick-and-mortar stores are the number one place to go when it comes to inspiration (49%), followed by online marketplaces (41%) and online shops (32%). Among 18 to 29 year olds, stationary retail and social media are used equally as a source of inspiration (41% each).
According to ECC Cologne, only around a quarter of consumers said they wanted to save on Christmas presents – in 2022 it was still a third. When savings are made, this most often affects Christmas markets (33%, 2023: 37%, 2022: 46%). Nevertheless, price comparisons (56%) and price increases (59%) continue to have a major influence on consumer behavior at Christmas time.
