Germans prefer street shopping over online for Christmas gifts

Online trading is booming in Germany, but when it comes to Christmas gifts, Germans rely street shopping, a survey shows. A good 70 per cent of the interviewees who participated in the survey said that the gifts were to be bought in a traditional way in specialist shops or department stores. Just less than one in ten prefers online shopping. This was the result of a survey by the EY business consultancy. Shoppers with higher income and families with children were inclined towards online shopping to save themselves from the stressful visit to crowded supermarkets.

According to the conviction of most consumers, it is particularly true that consumers are more likely to judge the goods in traditional stores. Half of the respondents (54 percent) said they would wait until December to buy the gifts. Around 15 per cent have already bought a large part of the presents. According to the survey, even more likely than last year, this year money and gift vouchers are likely to be one of the most preferential gifts for the Christmas. Through money and gift vouchers, more than half of the respondents plan to spare themselves the search for a suitable gift.

According to a survey conducted by Oliver Wyman, the supermarkets in Germany have also risen in the favor of consumers this year. Particularly supermarkets like Edeka and Rewe were able to expand in comparison to larger hypermarkets such as Globus and E-Center. The satisfaction figures of Rewe and Edeka are rising according to the survey – this also applies to the price with which the discounters so far mainly lure their customers.

Aldi Süd occupies the top position in consumer perception ahead of Aldi Nord and Lidl – followed by hypermarkets Kaufland and Globus. According to Münch, the Germans react sensitively to price increases. However, for two-thirds (64%) the performance is decisive.