Men spend more on gifts

Christmas sales : What women and men most often give away

Incoming orders in the industry are collapsing and growth rates are shrinking, but consumers do not seem to notice. Despite declining economic strength, consumption in Germany has so far been stable and has even developed into the backbone of the German economy. That will probably stay the same in the Christmas business this year, as the management consultancy EY found in a study.

According to this, adult consumers want to spend an average of 281 euros on Christmas gifts this year - that is only one euro less than in the previous year, when the budget rose to a record high. Projected, the planned spending on gifts across Germany this year adds up to 18.4 billion euros. "Wages have risen significantly in recent years and, given the low interest rates, it is not worth saving," said Thomas Harms, retail expert at EY, on the results. "So the Germans remain in a buying mood for the time being."

Better to buy Christmas gifts offline

According to the survey, the most generous is the age group between 46 and 55 years with a planned budget of 339 euros. Between 18 and 35 you plan on average only 212 euros, which is significantly more than in the previous year. The gift mood among low-wage earners has also increased. Households with an average of less than 25,000 euros net a year want to spend 30 percent more than in the previous year, which corresponds to a value of 198 euros.

The majority of sales continue to be made in stationary retail. According to the study, around 30 percent of spending is done online; the only segment that is mostly bought online is travel. Overall, 54 percent of respondents say they prefer to buy their gifts offline; another 29 percent said they had no preference. Only 17 percent explicitly prefer to go on a Christmas stroll on the Internet. It is noticeable that the preference for online purchases increases both with decreasing age and with increasing income of the respondents.

Vouchers are popular gifts

Many shopping centers are feeling this development and often offer their customers an additional entertainment program, especially in the run-up to Christmas. But only very few customers are enthusiastic about it. 65 percent of the respondents see no additional reason for a visit to the shopping center or even find it annoying. Here too, however, a look at the age groups could provide an indication of why so many department stores are still sticking to it. The majority of the under-35s perceive such a program as an "additional incentive to attend".

And indeed, additional inspiration might not hurt some who want to give. Overall, vouchers or money remain the most common gifts. Whereby a look at the sexes gives an interesting picture. While women proportionally spend most of the money on them, men seem to have noticed that vouchers are not well received. They spend the most on jewelry by far. This is followed by electrical goods and event visits - vouchers are not even listed here.

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