Rather more Christmas presents in the Corona year

According to the survey, the majority of German consumers (53%) plan to spend the same amount on gifts this year as in 2019, while just under a third (32%) even plan to increase their budget. After a difficult start, this prospect of high sales in the most important quarter of the year is a relief for many companies and retailers.

How Corona has affected consumers

An international comparison of 15 countries and regions shows that the coronavirus crisis has led to greater thriftiness in many places. Not so in Germany: only 28% of Germans have reduced their monthly spending since the outbreak of the pandemic, while France (33%) and the UK (49%) are saving significantly more.

Consumers spent most of their money on digital entertainment (44%), food (43%) and electronics (31%) - in other words, on things to keep them busy at home during the lockdown.

Even if they are not deterred from shopping, consumers still want to avoid crowds. The majority (52%) are therefore shopping online more than last year; many consumers are using eCommerce for the first time. This change in behavior will continue in the second half of 2020 and offers retailers the opportunity to attract new target groups to their online channels.

Online wins

The vast majority of Germans (65%) will shop online during the Christmas period. Almost half of them (48%) will do so from a mobile device. Online and mobile strategies are therefore more important than ever for retailers.

"In-app tracking and efficient reward strategies are now mandatory for companies if they value their mobile channel," says Stefan Bernauer, Country Manager DACH at Rakuten Advertising. "With in-app tracking, advertisers can track conversions in the app and optimize their campaigns for app users. This allows companies to better understand how their customers shop on mobile and optimize the consumer experience more easily."

Discounts and free shipping 

Companies and retailers are most likely to win over consumers in Germany with discounts and offers. Free shipping convinced 26% of respondents, while "2-for-1" offers worked for 22% - a significantly above-average figure in a global comparison. When considering the type of offers, retailers should bear in mind that half (48%) of consumers buy for three to five family members over the festive period. Discounts and promotions aimed at families will therefore be worthwhile.

"Retailers and companies can rely on affiliates to reward consumers for their shopping so that it doesn't stop at one purchase," adds Bernauer. "AI-supported tools can be used to display personalized offers that respond to consumers' past behaviour. This creates an individual experience and further motivates consumers to buy."

German consumers still intend to shop predominantly within Europe during this important shopping season (51%). The main reason for not shopping internationally is the high shipping costs (65%), but concerns about possible complications with returns also play an important role here (35%).