Survey Highlights Retail Challenges
A survey conducted by the HDE German Trade Association from Friday to Sunday has indicated that Christmas sales in Germany have fallen short of expectations this year.
Out of approximately 300 businesses surveyed, 62% expressed dissatisfaction with their performance, while only 23% reported positive outcomes.
Consumer Behavior and Turnover Concerns
HDE chief executive Stefan Genth commented on the situation, stating, "The retail sector was now hoping for a sprint ahead of Christmas Eve and additional sales in the runup to the New Year." He noted a continuing low level of turnover and noticeable consumer reserve.
According to the findings, 71% of respondents observed a decrease in customer numbers at their outlets this year compared to the previous one, affecting both inner cities and suburbs.
Sales Trends and Future Prospects
Despite the overall downturn, the HDE reported that sales saw an increase on the last Saturday before Christmas, particularly in categories such as toys, books, and clothing.
Overall satisfaction with Christmas sales this year was low, with only 17% of businesses content, while 66% were dissatisfied. There is optimism for a post-Christmas pickup, as many potential customers are on holiday during this period.
Genth added, "Gifts of money or vouchers could also lead to increased post-Christmas sales."
For November and December, the HDE projects total retail turnover to reach €126.2 billion ($147.7 billion), representing a 1.5% increase compared to the previous year.
