The week leading up to the third Advent brought a noticeable slowdown in Christmas sales for many retailers in Germany, with shops across central city locations and commercial areas reporting lower footfall and weaker sales compared to the same period last year. A survey conducted by the German Retail Association (HDE) revealed a challenging pre-holiday atmosphere, as over two-thirds of participating businesses experienced a drop in customer visits.
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HDE General Manager Stefan Genth described the week as a difficult one for most retailers, noting that 'Christmas business took a breather in many places.' While Saturday brought some welcome relief with better sales figures for certain businesses, it was not enough to turn the tide for the majority. Even sectors that traditionally perform well during the festive period, such as toys, books, and electronics, saw fewer companies satisfied with sales outcomes.
However, there are glimmers of hope. Retailers specialising in jewellery, watches, household goods, and food reported stronger performance, with many looking forward to the critical days just before Christmas. Historically, this period sees a surge in purchases as shoppers make last-minute preparations.
Despite the current challenges, the HDE remains cautiously optimistic about overall Christmas trade. They forecast a modest increase in retail sales for November and December, though much hinges on a final shopping rush.
As the countdown to Christmas continues, retailers across Germany are hoping for a turnaround, driven by the seasonal magic that typically draws shoppers in droves during the final stretch.
More information:
Handelsverband Deutschland
www.einzelhandel.de