Christmas 2025 is marked by cautious optimism, as Germans seek value, mood-boosting experiences and trusted digital guidance, with opportunities for targeted premiumisation and seamless discovery.
Armando Falcao, Associate Director – Retail Reports
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
This Report examines the evolution of German retail sales during the Christmas period, according to the definition provided by the German Trade Association (HDE).
This includes all retail sales reported in Germany between November and December each year. The Report also examines the split of Christmas retail sales by channel, into online and in-store retail sales.
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- Outlook for the 2025 festive season
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THE (FESTIVE) MOOD OF THE CONSUMER
- Germans are feeling festive for Christmas 2025
- The higher cost of living remains a concern
- Christmas sales to grow below 2% in 2025*
- Graph 1: Christmas retail sales* (exclude VAT), 2018-25
- The focus on value remains
- Graph 2: changes in financial situation vs previous year, 2024 vs 2025
- Higher-earning households feel more optimistic in 2025
- Graph 3: spending expectations of households with net earnings below €1,500 for Christmas 2025
- Graph 4: spending expectations of households with net earnings above €3,000 for Christmas 2025
- Ensure premium indulgence ranges are prominent
- Capitalise on exciting festive food & drink as affordable luxuries
- Lidl's Christmas 2025 campaign 'Every day feels festive'
- Promote gourmet evenings and socialising events to spotlight key products
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ANTICIPATED BEHAVIOURS FOR CHRISTMAS 2025
- Indulging in larger celebrations and gifts skew younger and wealthier
- Consumer expectations remain high for Christmas 2025
- Douglas' Christmas gift for higher-spenders
- Shopping for gifts to get into the festive mood
- Higher spending on gifts and celebrations in 2025
- Young women feel joy in Christmas shopping
- Convenience vs ethical shopping for Christmas 2025
- AI-powered gift shopping for Christmas in 2025
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KEY TAKEAWAYS
- Key takeaways for Christmas 2025
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APPENDIX
- Market definition
- Market size – Christmas retail sales
- Consumer research methodology – EMEA
- Germany: generation groups
- Abbreviations
- A note on language
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