Record sums for Christmas gifts

Germans want to spend more money on Christmas gifts than ever before. An ever larger part is benefiting online trading.

The Germans want to give away a lot at Christmas this year too.

Dhe Germans want to spend more on gifts than ever this year. The planned average budget is 282 euros, according to a representative survey by the management consultancy EY. That is six percent more than last year and more than ever since the beginning of this survey in 2007. Projected, the gift expenses nationwide add up to over 18 billion euros.

The previous record was set in 2013 at 273 euros. Adjusted for inflation, this still holds true. In 2010 prices, German citizens wanted to spend 256 euros at the time, this year it would be 252 euros. After three years in which the level has remained almost constant, this is a new boost.

More and more often on the Internet

The main point of contact for buying gifts remains the specialty shops, as the survey showed. Germans want to spend an average of 91 euros here, five euros less than last year. Accordingly, online retailing will once again generate significantly more sales – the average budget for Christmas shopping per mouse click increases from 56 to 88 euros, according to the survey. Another reason is that gifts such as concert tickets or travel vouchers are becoming increasingly popular – and they are mainly bought on the Internet.

“Overall, the retail sector can look forward to strong Christmas business, and thanks to a flourishing economy, low unemployment and rising wages, the signs point to further growth,” said Thomas Harms from EY on Monday.

For Christmas shopping, Germans are still drawn to the cities and shopping centers despite the increasing spending on the Internet, according to the survey. Only 21 percent of consumers said they prefer to buy their Christmas gifts with a click of the mouse. “So the vast majority actually appreciate shopping in brick-and-mortar stores,” said Harms.

A suitable environment is crucial: 44 percent of consumers said that pre-Christmas events and Christmas markets are an incentive for a shopping spree in the city or in the shopping center; in the previous year the proportion was slightly lower at 41 percent.

ilo / fs