Retailers largely dissatisfied with Christmas business

Saxon retailers are largely disappointed with Christmas sales. In a survey, only around a quarter of companies were satisfied with business, René Glaser, Managing Director of the Saxony Retail Association, told the German Press Agency in Dresden. The reasons for this were similar to last year.

Consumers are unsettled by crisis reports

"We have a very weak consumer mood, and of course we also have economic uncertainties," emphasized Glaser. All the reports about job losses are pushing the mood even more towards uncertainty. This, in turn, is leading to significantly subdued purchasing behavior.

The retail sector had already missed the "lightness" of shoppers in the 2024 Christmas season. Glaser said at the time that consumption always has a little to do with psychology and a good gut feeling. His assessment is similar now. And just like a year ago, the industry is now hoping for a final spurt at the end of the year.

Many vouchers and gifts of money on the gift table

Firstly, customers often take time at the end of the year to go shopping together as a family. On the other hand, there are many vouchers on the gift table at Christmas. They could now be used just like cash gifts. "We're hoping that it might end up being a conciliatory Christmas season."

Glaser confirmed a long-standing trend in the choice of gifts, with classics such as cosmetics, books, consumer electronics, jewelry and watches dominating. This year, gift vouchers are also at the forefront again. New items are constantly coming onto the market, especially for consumer electronics, which are then in demand by customers.

Concrete sales figures for Christmas business are still pending

According to the retail association, there are no concrete sales figures for Christmas business yet. It is therefore still unclear whether we will end up with a plus or minus. As is the case every year, hopes are pinned on the many "last-minute shoppers" who only make their purchases shortly before the festive season or in the days afterwards.