The corona pandemic is depressing the Christmas budget of many German consumers. The majority of Germans therefore want to spend less money on Christmas, as a survey by Deloitte shows. Compared to the previous year, the planned Christmas budget melts on average by almost half. Instead of the 642 euros from last year, the planned expenditure is 343 euros. When it comes to gifts, too, many Germans cut back and estimate only 168 euros – 13 percent less than in the previous year.
More than one in four wants to put money aside instead. In addition to the restrictions on travel and leisure activities, this is also due to the economic uncertainty: a quarter of those surveyed said they had less income this year. More than one in ten are afraid of losing their job or have already lost it.
Consumers in France, Spain and the Netherlands also react similarly. Here, the planned spending at Christmas time will also fall by half, in Poland by a third.
Most of the gifts are bought in the store
Buying behavior is changing due to the corona, but the expected growth in online trading cannot be confirmed. The majority of those surveyed only rely on digital offers for electronic devices, smartphones and toys. More than half of the respondents want to go to shops less often and instead want to shop more specifically. Every third person said they could order more goods online and pick them up in stores.
Many consumers plan to do their shopping early. More than one in five did their Christmas shopping in November. Eleven percent used the bargains on “Black Friday” for this. Most of them use the Advent season. In the first two weeks of December, almost every third person goes shopping for Christmas.
At the top of the wish list this year are gifts of money for both women (44 percent) and men (37 percent). This is followed by a clear gap between cosmetics (31 percent) and clothing (29 percent) for women and electronic devices (19 percent) and delicatessen products (18 percent) for men. This is also reflected in the gifts bought. Almost every third adult finds a gift of money under the Christmas tree, with children and young people it is more than one in four.
For the Deloitte Christmas Survey, the consultancy surveyed 1000 people in Germany between October 29 and November 4, 2020.