Deloitte study: Christmas in the sign of reason

German give not less / consumer demand stable thanks to subsidy policy

Despite the crisis, the holiday shopping 2009 is under no bad star. The Germans put the gifts purchase but clear priorities. Although - as the West Europeans as a whole - give more optimistic than last year, they buy more targeted and sustainable model: In addition to the price-performance ratio, especially the utility plays an increasing role. Both in the budget as well as in the number of recipient no reductions are provided.

Average plant each about 485 euros for Christmas one: 300 euros for presents and 185 euros for the festivities. These are some results of the Deloitte reports "Xmas 2009: the rebound", western to the consumer in 18 and were interviewed Eastern European countries. In Germany participated 1.754 people.

"In terms of optimism, the trend has turned around Europe since last year. Today, western Europeans are more positive about the future than people in eastern Europe. The former are confident that the global economy will recover in 2010. The Christmas planning is designed accordingly: 70 percent of Germans don't want to change their spending behavior significantly, but want to actively compare prices," explains Dr. Peter Thormann, Partner Consumer Business at Deloitte.

Crisis does not reach German Christmas

Due to the current crisis and the associated uncertainties, Western European consumers are planning an average reduction in their Christmas spending of 6,3 percent - in Germany this value is not even half as high at -2,9 percent. The main reason for this is the current subsidy policy: the majority of Germans have not yet felt the effects of the crisis in euros and cents and are relatively secure in their jobs for the time being. In addition, most people don't want to spoil their Christmas celebrations. Eastern Europeans want to keep up with consumption and are not saving for the time being (+0,7%).

No cuts in the family

However, the crisis does not remain completely without influence: Although they do not want to save excessively, 60 percent of Germans do not want to exceed a certain amount - around 485 euros. If cuts should be necessary when buying gifts, they should never be at the expense of family or children. Two thirds want to give presents to as many people as last Christmas, at least 13 percent save on their own purchases and nine percent on gifts for colleagues.

Useful and valuable gifts favored

Reason is paramount when choosing a gift. In order to use their budget optimally, consumers shop more consciously: Quality comes before quantity, the utility factor is decisive. Production conditions also play a role. Although 52 percent are primarily guided by price, 78 percent would not buy any products that were created under precarious conditions, and 61 percent pay attention to the "ecological footprint" of the products.

Germans like vouchers and cash as well as books

Gift preferences remained almost unchanged in 2009: Vouchers, cash and books are right at the top of the list of the most popular gifts in Germany. The former seems to be a phenomenon specific to Germany; books are the most frequently given items in Europe. CDs are also among the most coveted gifts for young people.

Between the department store and the Internet

The preferred places of Germans for Christmas shopping are on the one hand the traditional department store (58 percent), but on the other hand also the Internet - the latter especially in the younger target group (67 percent of the 18 to 24 year olds), while the other age groups tend to use the Internet for Use for orientation and price comparison. Groceries are most often bought in supermarkets or discount markets - own brands are very popular. In general, the price-performance ratio and a large selection are decisive.

"The report shows that on the whole there will be no negative surprises in the Christmas business. People don't want to save on the festival itself or on gifts for their loved ones. However, retailers are well advised to heed the trend towards more conscious shopping. Frustration buying according to the motto 'now more than ever' are just as little to be expected as impulse purchases at the last minute. Instead, consumers take a close look, actively compare prices and weigh up. A high-quality, attractively priced offer is a prerequisite for good sales - and the Internet presence can also success or failure," sums up Thormann.

The complete report is available on request.

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Source: Hanover / Munich [Deloitte]