Eurozone’s leading economy Germany will see a lower consumer spending this year, according to the forecasts of market research company Gfk. Each German will invest €274 on presents in 2015 on average, 4% less than in the previous year. All in all, retailers can count on a global trading sales volume of €14.3 billion –a 5% loss. Solidarity towards people in need has augmented –money donations registered until September this year a 14% increase. Gfk points out tragedies such as the earthquake in Nepal last spring and the refugee crisis in Europe as the main inducers of this trend.

Clothing and accessories continue being a popular present among German consumers in all age brackets. 31% of Germans will spend on average 88€ in this categories during the 2015 Christmas season, three euros more than last year. An overall trading sales volume of €1.79 billion is expected to be spent in this categories, representing seventy million euros less than last Christmas season. However, clothing and accessories lead the consumer spending ranking, followed by toys (€1.71 billion) and vouchers/coupons (€1.70 billion).

'The most popular presents' and the average consumer spending on each category.
'The most popular presents' and the average consumer spending on each category.


Besides stationary trade, online orders for Christmas gifts continue gaining relevance. Gfk notes that 51% of Germans are going to purchase at least one product on the Internet this year. Watches and jewelry register the highest category growth with five percentage points reaching 31%.

All forecasts were presented by Gfk during the by now traditional Christmas trading press conference of the market research company, held in Frankfurt (Germany) on November 27.