Deloitte Christmas Survey 2020 –


Covid-19 halves the German Christmas budget

As the Deloitte Christmas Survey 2020 shows, the German Christmas budget this year is only half as large as in 2019. (Image: gänseblümchen / Our German neighbors are planning to spend around half of this at Christmas this year (compared to last year). This is the result of a Deloitte survey. However, traditional stationary retail can apparently still look forward to good Christmas sales.The Corona pandemic is clouding the pre-Christmas mood and Consumer happiness this year. Nevertheless, Germans do not want to do without Christmas shopping and gifts, like that Deloitte Christmas Survey 2020 shows.

In contrast to last year, German consumers will be more worried about them in 2020 economic situation. A quarter the respondent even complains about a lower disposable income. The reasons for this are short-time working, job loss or the lockdown announced in November. The economic uncertainty means that one in four Germans is currently putting money aside rather than spending it, says Deloitte.

Some savings will come automatically this year. Due to the restrictions caused by the pandemic, German consumers are spending less money this Christmas season Travel (-88%) or Leisure activities (-56%) out. Also spending on food and drinks go around due to the closed gastronomy -22% back. “The decline is comparatively small, however, as consumers partially offset the lack of restaurant visits by spending more on food and beverages for domestic consumption,” says Deloitte.

As the Christmas Survey 2020 shows, this year will also saved on gifts. The respondents estimate that they spent an average of 194 euros on gifts in 2019. This year they reckon with costs averaging 168 euros. That would be 13% less than last year.

“All in all the planned Christmas expenses are halved“Notes Deloitte. They cheated 2019 yet 642 Euro, they lie now only at 343 euros. In other European countries, too, the level of spending at Christmas time drops, as Deloitte notes: “In Spain (361 euros), Italy (255 euros) and the Netherlands (205 euros), the estimated total Christmas spending is also halving. In Poland the decline is not quite as strong at around a third. “

Gift ranking

Despite the ambitions to save money, the gifts are not canceled. among Germans According to the Christmas Survey 2020, a third of children and young people will find (electronic) games, books or dolls under the Christmas tree this year. 28% receive money from relatives and friends and 18% be with dress gifted.

Both Gift wishes Both men and women agree this year: gifts of money are the favorite. Apart from that, stand in menn still electronic Gadgets (19%), Groceries & delicacies (18%) and clothing (15%) on the wish list. Women, on the other hand, can be made happy for Christmas with cosmetics & perfumes (31%), clothing, shoes & accessories (29%) or wellness products / offers (19%).

More than a fifth of respondents, according to the survey, plan to buy gifts that are constricting in view of the COVID-19-related restrictions practical use to have. This includes, for example, masks and sports equipment for the home, but also subscriptions for online fitness courses or grocery delivery services.

Germans are loyal to stationary retail

The Deloitte Christmas Survey 2019 shows: A year ago was that Internet number one for Christmas shopping – albeit close. “This year German consumers intend to get Christmas presents despite the pandemic to buy more stationary again“Says Deloitte. 82% of those surveyed prefer to buy groceries and delicatessen products in stationary stores, while more than two thirds of cosmetics and perfumes do. Even with drugstores (69%), wellness (67%), furnishing (66%) and luxury products (63%), shopping is predominantly offline. The Half of all stationary Christmas purchases takes place in local retail stores, a quarter in specialty shops and a sixth in department stores.

For Toys, smartphones and electronic gadgets remains against this this year the Internet the favorite Shopping channel. E-commerce is dominated by the large online marketplaces, where two thirds of online buyers shop for gifts. Traditional retailer websites account for 18% of Internet purchases at Christmas, while online shops of stationary brands account for less than a tenth. According to Deloitte, 7% of all Christmas purchases are now made via apps and social media.

Shopping trips wisely

The Deloitte Christmas Survey 2020 also shows: On the Consumers do not want to miss out on a pre-Christmas shopping spree. However, half plan to open stores and department stores this year more targeted and earlier to control in order to minimize the risk of possible infection. According to the survey started around a quarter of Germans already in November with the purchase of the Christmas gifts. One in ten respondents use Black Friday for this. In Italy (23%) and Spain (20%) this day of action is already used more intensively.

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