This year, consumers in Germany want to buy their Christmas presents on the Internet and not in stationary shops. The online trade scores with availability, choice and comparison possibilities. The Deloitte Christmas Survey 2019 shows that respondents are increasingly turning to sweets, vouchers, books and gifts when selecting gifts.

Although the respondents estimate the economic development and their purchasing power to be more restrained, the planned expenditure budget of 488 euros remains stable at the previous year’s level.

Online shopping increasingly popular

For some time now, the stationary shops have had to hold their own against the growing competition in the form of online shops.

“Good news for all retailers who have invested in an Omni Channel strategy in recent years: 67 percent of respondents want to buy at least some of their Christmas gifts online,” explains Karsten Hollasch, Partner and Head of Consumer Business at Deloitte. “In addition, business via mobile channels increased by one point over the previous year to 26 percent. The Internet continues to be very popular as a source of inspiration: 47 percent of respondents searched the Internet and social media for gift ideas. In addition, 58 percent appreciate the convenient home delivery service and 56 percent the variety of choices.

Cash payment popular

This should not intimidate stationary retailers, who should rather focus on playing off their own strengths in order to secure a corresponding share of the Christmas spending. Many consumers value the advice, the real-time effect and the customer service they receive on the spot. Consumers also attach great importance to the protection of their personal data. Among the favourites are specialist retailers and small shops, while the department store is falling in popularity. 71 percent of consumers prefer to pay in cash. Closely followed by debit cards such as EC cards, credit cards follow with some distance. Consumers have not yet been won over to mobile payment, with only 7 percent using the electronic form of payment via mobile devices.

Stable spending level

The majority of respondents assess the economy and their own purchasing power for 2019 as positive: “However, with 57 percent positive and 37 percent negative expectations for the coming economic situation, consumer sentiment has deteriorated compared to the previous year,” sums up Karsten Hollasch. “However, the level of expenditure remains largely stable compared to the previous year: Expenditure is falling from 490 euros per household to 488 euros. Most of the money is invested in the purchase of gifts. The budgets for food and drink, travel and going out on the holidays are lagging far behind.

Classical gifts highly in the course

What Christmas wishes do consumers have and what do they plan to give to their loved ones? The priorities remain largely unchanged compared to the previous year. Women enjoy sweets, gift vouchers and books. The male species predominantly prefers gift vouchers, money or books.

When it comes to gifts for friends and family, vouchers are very popular among adults with 41 percent, sweets with 39 percent and books with 38 percent. 39 percent of young people receive money and 30 percent vouchers as gifts. Children, on the other hand, enjoy books and games (37/33 percent).

“The favoured gifts are almost the same as in previous years - among women, books are more popular this year than cosmetics or perfumes. Sweets are still the most popular among them. Among men, on the other hand, sweets are less popular than in 2018, where gift vouchers dominate,” sums up Karsten Hollasch.

The majority of those surveyed don’t think much of last-minute shopping, so only just under 30 percent want to buy their gifts in December.


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Link: Deloitte - For the first time, more consumers are relying on online retailing in the Christmas business.

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