Germany Christmas and Black Friday Market Report 2024

Stay ahead of the curve and future-proof your business with Mintel’s Germany Christmas and Black Friday Market Report 2024. Our full report is packed with consumer-led market intelligence, seasonal retail market trends in Germany, and consumer behaviours affecting the seasonal retail market in Germany. Get a 360° view of the industry including the Christmas retail market size in Germany, market share, and a growth forecast to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

• A detailed outlook of the seasonal retail market in Germany, including market drivers and expert insights.
• Products purchased during Black Friday and Christmas.
• Purchase channels and retailers used to shop for Black Friday and Christmas.
• How much German consumers spent on Christmas gifts in 2023, and how this has changed compared to previous years.
• How your business can tap into opportunities to increase your market share for Christmas retailing in Germany.

An Overview of the Seasonal Retail Market in Germany

47% of Germans bought fewer Christmas gifts in 2023 due to the cost of living crisis.

Mintel’s Christmas and Black Friday Retail in Germany report shows that as the cost of living crisis eases, consumers will spend more on Christmas gifts.

However, a deeply engrained environment-consciousness will influence German consumers to make meaningful purchases from sustainable and local businesses. Therefore, retailers will need to embrace a much more conscious approach to spending to keep Black Friday demand high.

Christmas & Black Friday Retail in Germany Report: What Consumers Want and Why

• Seasonal Purchase Behaviour: Continued financial challenges are making German consumers develop a more planned strategic purchasing behaviour, as 42% of Christmas gift shoppers saved money during the year to be able to afford Christmas gifts, and over half of those who purchased during Black Friday made a list with products to look out for in the promotions. Black Friday is also used as a way to spread costs and take a strategic buying approach.
• Seasonal Retail Market Trends in Germany: Financial, coupled with environmental concerns will fuel the no-gifting trend, with 51% of German consumers making an agreement with friends and family members not to buy each other gifts. This demands brands get creative and appeal to buyers with meaningful products to avoid being cut out.
• Sustainability in the Seasonal Retail Market in Germany: Almost half of German consumers prefer to buy Christmas gifts from small and independent businesses. Younger consumers especially are looking out for more sustainable products to gift – 43% of 16 to 34-year-olds have opted for sustainable alternatives in 2023. This highlights opportunities to tap into consumers’ eco-consciousness and rejection of throwaway culture by standing out with a ‘Green Friday’ campaign.

To learn how to connect with your audience, purchase our German Christmas Retail Market Report 2024 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Products: Food, drinks, clothing, footwear, bags, toiletries, fragrances, cosmetics, jewellery, watches, digital downloads of music/videos/games, ebooks, books, CDs, DVDs, video games, toys, board games, electronics, household electrical appliances, furniture, home furnishings, gift cards, vouchers, and more.

Brands: Zava, Connox, VEJA, Patagonia, IKEA, Klarna, Shein, Temu, John Lewis, FORMEL, Share, 4AM, Amazon, ASOS, Gretel Cosmetics, Rituals, The Ordinary, Westwing, Yoox, Douglas, Buah, Cult Mia, Ecoalf, Aldi, Lidl, Otto, Edeka, DM, and more.

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Expert Insights on the Seasonal Retail Market in Germany

This report, written by Armando Falcao, Associate Director, delivers in-depth commentary and analysis to highlight seasonal retail market trends in Germany and add expert context to the numbers.

Although engagement in Black Friday sales has increased, German consumers bought fewer Christmas gifts to reduce costs amidst ongoing inflation in 2023.

Armando Falcao
Associate Director – Retail Reports