Retailers across Germany are expressing dissatisfaction with the early phase of the Christmas shopping season. According to a survey released on Sunday by the German Retail Association (HDE), based on responses from 300 companies, November and the week leading up to the first Advent lacked the expected momentum. Most businesses reported a decline in customer foot traffic compared with the previous year.
Only 14% of retailers said they were satisfied with their current sales figures, with positive responses mainly coming from those in the toy, watch and jewelry, and consumer electronics sectors. During the week before the first Advent, winter clothing and warm shoes, sports apparel, and gift vouchers were particularly popular among shoppers. One in five surveyed companies expected business to pick up in the coming weeks.
HDE Chief Executive Stefan Genth said, “The Christmas business is now entering the hot phase, but it still has to get going.” He added that the Saturday before the first Advent had been “a bright spot with somewhat better sales.” According to the HDE survey, the lack of momentum so far is largely due to weak customer numbers at many locations. A majority, 70% of the surveyed companies reported fewer visitors than during the same period last year.
Genth emphasized that the final stretch of the Christmas season will determine retailers’ success for the entire business year. According to the association, the retail sector expects total sales of €126.2 billion for this year’s Christmas period in November and December, representing an increase of 1.5% compared with the previous year.
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