As the festive season unfolds, German retailers are experiencing mixed fortunes. In Berlin, retailers saw a substantial 36.8% increase in sales at the start of Advent compared to an average November week. Bavaria and North Rhine-Westphalia also enjoyed a boost, with Saturdays marking peak sales. However, Brandenburg trailed behind, registering only a 14.4% rise.
Despite these regional variations, many retailers across Germany remain cautious. A significant number expect either stagnant sales or potential declines as consumer enthusiasm appears uneven.
Online retail also faces challenges, with a 4.2% drop in Christmas sales compared to the previous year. The clothing and footwear sectors were particularly affected, while toys saw a modest increase. This decline is attributed to economic uncertainties and a consumer shift towards budget-friendly options. The overall annual online sales are down by 1.2% from the previous year.
A survey indicates that more Germans are embracing the holiday spirit in 2024, with many expecting a more joyous celebration than in recent years. However, financial pressures and feelings of loneliness persist, affecting consumer behavior. The festive period highlights a complex landscape for both brick-and-mortar and online retailers in Germany.
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