Last Saturday we went into the city and asked the Frankfurters what presents will be found under their Christmas trees’ this year.

According to the study "Weihnachtsgeschäft 2013" undertaken throughout October and November 2013 by the GFK market research firm (read in full here), Germany’s favourite gifts this year are books, toys, clothing, cash and vouchers, and the Frankfurt votes are largely consistent with this ranking. First place are books and vouchers. Second place are toys, clothing, cosmetics and cash. Third place are jewellery, tickets for entertainers such as Helge Schneider or Hape Kerkeling, CDs or homemade gifts, lighting, perfume, DVDs, concert tickets and sports equipment.
Zeil in Frankfurt, two weeks before Christmas
Zeil in Frankfurt, two weeks before Christmas

According to the GFK, Germans are willing to spend about 288 euros on Christmas gifts - close to Frankfurt’s average wage of 267 euros. 38% of respondents prefer to make their purchases completely online, because stress levels are low and it avoids the crowds of the city. However, 62% see Christmas shopping as a pleasant and traditional activity and like doing their shopping by foot.
Illustration: Different shopping types
Illustration: Different shopping types

Comments of Christmas shoppers in Frankfurt:
"I solely make my purchases on foot. I cannot take pleasure in online shopping and I do not trust this method. Moreover, it is important that we support local businesses."

“I order many gifts online, but since I give away lots of handmade gifts too, I also go into the city to do my buying. The general Christmas stress does not bother me; sometimes it is quite amusing and even enjoyable watching the people while they are shopping for Christmas."