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
Collapse All
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- Key issues covered in this Report
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Executive summary
- Market context
- Graph 1: retail sales (incl VAT), 2014-24
- Graph 2: Christmas gift shopping retail sales, by channel, 2016-23
- Graph 3: harmonised consumer price index, by category, 2021-23
- Mintel predicts
- Opportunities
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market drivers
- The German economy
- Graph 4: key economic data, in real terms, 2019-25
- Graph 5: financial confidence index, 2022-24
- Impact of the economy on Christmas and Black Friday
- Graph 6: development of real and nominal retail sales in the fourth quarters of each year, 2019-23
- Graph 7: retail sales* (incl VAT), 2016-24
- Graph 8: awareness and engagement* in Cyber Monday, 2017-23
- Graph 9: awareness and engagement* in Black Friday, 2017-23
- Relevance of own-label ranges
- Graph 10: purchase of own-label and branded products in the past 12 months, 2023
- Sustainability
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MARKET ACTIVITY
- Retail sales over Black Friday and Christmas
- Graph 11: Christmas retail sales* in-store and online (excl VAT), 2014-24
- Graph 12: retail sales (excl VAT) during Black Friday and Cyber Monday promotions, 2016-23
- Graph 13: categories bought for Christmas/Black Friday, by households with monthly income below €1,500, 2024
- Graph 14: categories bought for Christmas/Black Friday, by households with monthly income above €3,000, 2024
- eCommerce
- Graph 15: Christmas and total online retail sales (excl VAT), 2016-24
- Graph 16: purchase channels used for Black Friday/Christmas purchases, 2023/24
- Graph 17: purchase channels for Black Friday/Christmas, by occasion, 2023
- Graph 18: purchase channels for Black Friday/Christmas, by net monthly household income, 2023
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What consumers want and why
- Products purchased for Christmas and Black Friday
- Graph 19: consumers who purchased for Black Friday/Christmas, by gender, 2024
- Graph 20: consumers who purchased products during the Black Friday promotions, by net monthly household income, 2024
- Graph 21: products purchased for oneself or others in the Black Friday promotions or for Christmas, 2024
- Graph 22: consumers who purchased toiletries, fragrances and/or cosmetics for Christmas/Black Friday, by generation, 2024
- Graph 23: consumers who purchased consumer electronics for Black Friday/Christmas, by age and gender, 2024
- Where consumers bought Christmas gifts
- Graph 24: retailers used for purchases during the Black Friday promotions, 2024
- Graph 25: channels used to make purchases for Black Friday/Christmas, by generation, 2024
- Who consumers purchase Christmas gifts for
- Graph 26: who consumers have bought gifts for during Christmas 2023
- Graph 27: who consumers have bought gifts for during Christmas 2023, by generation, 2024
- How much consumers spend on Christmas gifts
- Graph 28: how much consumers spent on Christmas gifts in 2023
- Graph 29: changes in Christmas spending, by age group, 2023
- Graph 30: amount consumers spent for Christmas, by financial situation, 2024
- Graph 31: amount consumers spent on Christmas gifts in 2023, by children in the household, 2024
- Behaviours related to Black Friday and Christmas
- Graph 32: consumer behaviours towards Christmas and Black Friday, 2024
- Graph 33: consumers agreeing with the following statements about Black Friday promotions, by household type, 2024
- Graph 34: consumers who used online services to find Black Friday deals on products they wanted to buy in 2023, by age and gender, 2024
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RETAILER ACTIVITY
- Competitive strategies
- Advertising and marketing activity
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Appendix
- Appendix – products covered, abbreviations and consumer research methodology and language usage
- Appendix – market sizes
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