Small and medium-sized towns are liveable and attractive shopping locations with a future. 38 percent of all households live in small towns. They account for around 40 percent of all retail spending and are therefore an important pillar of the German retail market. This is shown by the HDE Location Monitor 2024, which is based on a nationwide survey of around 1,200 inner-city visitors. According to this, the focus in small towns with up to 20,000 inhabitants and in medium-sized towns with 20,000 to 100,000 inhabitants is primarily on purchasing supplies and seasonal purchases.
'When shopping, people prefer short distances. The shopping options in small and medium-sized towns can score points because of their proximity to their place of residence,' says HDE General Manager Stefan Genth. The HDE location monitor shows that the clear majority of respondents from small and medium-sized towns (70 percent) also use their place of residence as a place to shop. Only just under a third commute to the nearest town to shop, which is also consistent with the shopping behaviour of city dwellers. This shows, contrary to some forecasts, that small and medium-sized towns still offer a diversified range of options for the local population.
Photo: Dreamstime.
60 percent of respondents are drawn to the inner cities of small towns because of the short distances, while almost half appreciate the pleasant and relaxed atmosphere there (49 percent) or also highlight the clarity (46 percent). The inner cities of medium-sized towns also score points for their short distances, which are the decisive factor for 54 percent of respondents when visiting. The wide range of shops attracts 45 percent of respondents, but clarity (44 percent) and atmosphere (42 percent) are also convincing in medium-sized towns.
Shops in small and medium-sized towns are visited in particular to buy supplies. Almost two thirds of those surveyed visit the city centre of small towns to buy supplies, while half shop there for seasonal events and 41 percent buy replacements for old, broken consumer goods. In medium-sized towns, 55 percent of those surveyed say the city centre is the place to buy supplies and just over half say it is the place to make seasonal purchases (52 percent). Both small and medium-sized towns are visited by over a third of those surveyed for a shopping spree, so they attract people even without specific shopping plans.
'The good supply of consumer goods, the quick accessibility of the city centre and attractive shopping opportunities make small and medium-sized towns particularly liveable places,' Genth continued. In view of the structural upheaval in many inner cities and the growing number of vacant properties, politicians now need to create the framework conditions to maintain attractive city centres. There is a lot to do, particularly in terms of safety and cleanliness, accessibility by all means of transport and climate protection measures.
More information:
HDE
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