News on November 22nd, eBay Ads Germany released the "2023 Christmas Shopping Survey Report", revealing important trends for this year's Christmas shopping season in Germany and Germans' spending habits. The report found that over half of Germans (57%) look forward to spending quality time with their families and friends under the Christmas tree this year. Huge expectations for holiday meals, Christmas decorations, cookies and baked goods are driving sales growth in related categories on eBay Germany.
Trend 1: 2023 Christmas gifts will depend on price, quality and experience
The survey shows that price, quality, experience and activities are particularly important to German consumers when purchasing Christmas gifts this year. Specifically, 30-39 year old consumers pay special attention to the price of Christmas gifts (34%), while 18-29 year olds value high quality (32%) and experiential factors (22%) more. In addition to attractive discounts, emphasizing high quality and premium attributes of the products in item descriptions and displays is also key to driving sales for sellers.
According to eBay data, the hottest Christmas gifts in the German market this year mainly include: VR glasses, electric toothbrushes, Bluetooth speakers, puzzles/educational toys, winter jackets, Christmas sweaters, etc.
Trend 2: Soaring sales for Christmas decorations and kitchenware on eBay
The theme for Christmas 2023 in Germany is friends and family reuniting and enjoying wonderful relaxing moments together. According to the survey data, 18-29 year old young Germans (73%) are particularly looking forward to a cozy Christmas with family and friends, 30-39 year olds (36%) have the highest expectations for Christmas dinner, and 40-49 year olds (21%) especially like Christmas decorations. On eBay Germany, demand for Christmas decorations and kitchenware has been rising continuously since the end of August, and sales are expected to peak during "Black Friday Week" and the first week of Advent.
Top-selling Christmas decorations: Christmas tablecloths, Christmas lights, light strings, Advent calendars, Christmas trees & decorations, nativity figures, desk/shelf decorations, fireplace decorations, scented candles, etc.
Hot-selling kitchen & cooking tools: stove & oven accessories, steamer pots, mixers, cookie cutters, wine rack, etc.
Trend 3: Shopping confidence improves markedly among young buyers
The report finds that the shopping confidence of 18-29 year old young buyers in Germany has improved significantly. Their consumer sentiment for Christmas is much better than the average level, with 11% planning to buy more gifts this year compared to last year. In addition, families with children also plan to spend more money on Christmas gifts this year (6%).
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