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Christmas business picks up speed before the final spurt

After recent disappointing Advent weeks, Christmas business picked up slightly in the week before the fourth Advent. According to a current trend survey conducted by the German Retail Association (HDE) among more than 300 retail companies, more retailers are satisfied with the way Christmas business has gone so far than in the previous week.


Photo: Dreamstime.

'Shortly before the holidays, Christmas business picked up a bit. The fourth week of Advent went better in many places than the previous week,' said HDE General Manager Stefan Genth. Retail traditionally achieves the strongest sales on the sales days before the last Advent and immediately before Christmas. However, the big boost has not yet materialised.

As the HDE survey shows, more than one in four companies surveyed are satisfied with the past week. Retailers from the consumer electronics, toys, watches and jewellery, and books sectors reported above-average development. In contrast, more than half of those surveyed were dissatisfied in the fourth week of Advent. Yesterday, Saturday in particular, was disappointing at many locations.

Compared to the previous week, more retailers are satisfied with the way Christmas business has gone so far. One in five respondents are satisfied. Most companies are disappointed with the way business has gone in recent weeks. Retailers are cautiously optimistic about the upcoming sales days until the New Year. 'The Advent weeks are usually followed by a strong end-of-year spurt in sales. The sales days around Christmas and between Christmas and New Year can give this year's Christmas business a further boost,' says Genth. During this time, Christmas gifts such as cash and vouchers ensured numerous visits to stores and corresponding sales impulses.

For this year's Christmas business in November and December, the retail sector is expecting a total turnover of 121.4 billion euros. Compared to the previous year, this corresponds to an increase of 1.3 percent.

More information:
Handelsverband Deutschland
www.einzelhandel.de

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