Status: 12/18/2022 5:47 p.m
Retailers are disappointed with the Christmas business so far. According to a survey, only a good quarter of the retailers surveyed are satisfied with the course so far. Many are now hoping for a final sprint.
The Christmas business obviously loses momentum before the final phase. This is the result of a trend survey by the German Retail Association (HDE). According to this, only a good quarter (29 percent) of the retailers surveyed were satisfied with the course of the Christmas business so far.
After a comparatively good start, retail business in the week before the fourth Sunday in Advent was somewhat weaker again, citing the survey. 400 retail companies from all sectors, locations and sizes were consulted. “The development of sales and customer frequency fell short of the expectations of many retailers,” explained HDE General Manager Stefan Genth.
Only Saturday was satisfactory
On the other hand, almost half of the respondents were dissatisfied. Only Saturday was satisfactory from the point of view of 42 percent of the inner-city dealers surveyed. “So far this year, the Christmas business has not gone as well as many retailers had hoped, and there have been no highlights,” Genth continued. “With the ongoing pandemic and the impact of the energy crisis, the framework conditions are extremely difficult.”
In many places, customer frequency has so far been too weak to be able to boost the Christmas business. But: “The Christmas business is not over yet. The final sprint is just around the corner,” added Genth, looking ahead to the week before Christmas. He also referred to “the traditionally important time between the years”.
Possible minus of four percent
Overall, the HDE expects a total turnover of more than 120 billion euros for the Christmas business in the months of November and December. Adjusted for price, this would be a minus of four percent compared to the previous year. For online trade, which had recorded strong growth during the pandemic, a 4.5 percent decline in sales is expected, it said.