Holiday shopping trends 2025: Germany
Germany’s holiday season doesn’t rush in, it builds. And this year, the numbers show an interesting shift beneath that familiar December calm. Shoppers are planning early, comparing more, and choosing differently in ways that weren’t as clear before. Here’s the snapshot that sets the tone for Germany’s 2025 holiday shopping story.
- Favorite holiday shopping events
- Where are people shopping?
- What influences shopping decisions?
- Preferred payment approach
- Where people discover deals
- Gifting trends
- AI in retail
- Retailer's lens
- Conclusion
Favorite holiday shopping events
Christmas and New Years don't just lead, they completely dominate the festive mood. It's the kind of lead that doesn't require interpretation; it’s just unmistakably December energy. But the supporting cast is interesting too. Black Friday shows up with a noticeable chunk; not surprising anymore, but fascinating when you think about how quickly a very American retail moment has found a comfortable seat at Germany's holiday table.
Germany’s holiday spirit is still anchored in classic traditions, but the country has definitely opened the door to global deal days. Christmas is the main event; everything else simply sets the stage for it.
Where are people shopping?
Online marketplaces take the lead - Amazon, eBay, Allegro have become the default starting point, especially when people already know what they want.
But here's the interesting part, you see a healthy chunk of people choosing brand websites, big retail chains, and small local stores. Local shops and street markets still hold their own because they're part of the holiday vibe and if you’ve walked through a German holiday market in December, you get why. Shopping malls also have a noticeable presence; not dominant, but steady. Social commerce and pop-up shops? Small slices, but they're there.
What influences shopping decisions?
Yes, discounts help, who doesn’t love a good deal? But what quietly rises above everything else is product quality.
It’s the one factor that consistently sits at the top. Convenience sits almost shoulder-to-shoulder with discounts. Fast delivery, smooth returns, clear processes — Germans reward brands that keep things efficient.
Preferred payment approach
Digital wallets sit slightly ahead of the rest. It’s the classic “tap, pay, done” experience which is fast and simple. This makes sense for holiday shopping, where convenience often becomes the deciding factor.
Right behind that are credit cards (full payment) and debit cards, almost tied which suggests that many shoppers still prefer to keep their spending straightforward.
Instalments and Buy Now Pay Later appear too, but they’re noticeably smaller slices. And then, there’s cash. Not the biggest slice, but definitely present.
Where people discover deals
Search engines take the lead in Germany, with 27.59% of respondents saying they find promotions through platforms like Google Ads. It’s followed by social media (22.17%), which still plays a meaningful role in surfacing seasonal offers.
Next come word-of-mouth recommendations (15.27%), in-store signage (12.81%), and online marketplaces (12.81%), suggesting that both digital and physical touchpoints continue to influence how shoppers come across deals. Email newsletters account for 7.88%, while influencer endorsements remain minimal at 1.48%.
The generational trends closely mirror the overall results, with only one noticeable difference: Gen X shows a stronger preference for discovering deals through search engine ads compared to other age groups. Beyond that, the pattern remains fairly consistent across generations, with each group using a mix of social media, marketplaces, in-store signage, and word-of-mouth.
Gifting trends
When asked which gifts they’d be most excited to receive this holiday season, three choices stood out clearly:
- Gift cards
- Weekend getaway vouchers
- Electronic appliances
If you’re still hunting for ideas, here’s how preferences vary by generation:
- Gen Z: Skincare and perfumes lead, followed by electronics and experience tickets.
- Millennials: Experience tickets take the top spot, with electronics and travel/getaway vouchers close behind.
- Gen X: Gift cards come first, followed by electronics and weekend getaway options.
- Baby Boomers: Weekend getaways rank highest, followed by gift cards and books or e-reader credits.
Overall, each generation has its own set of favorites. But if you’re looking for options that work across age groups, gift cards or travel-related vouchers seem to be a safe bet as they appear consistently in the top choices for nearly everyone.
AI in retail
A little under one-third of respondents (29.56%) say they’ve experienced AI-related features while shopping recently.
Among those who have, AI-driven product recommendations (46.67%) are the most commonly encountered. This is followed by self-checkout kiosks (41.67%), chatbots or virtual customer service (38.33%), and voice-assisted shopping (26.67%). Virtual try-ons and drone delivery were selected by much smaller portions of respondents.
When it comes to customer support, most respondents still lean toward having a human available in some form.
- 38.42% say it’s essential and they wouldn’t trust a brand that only offers chatbots.
- 53.20% say it’s good to have a human, though not having one doesn’t change their perception of a brand.
Retailer's lens
Retailers across Germany are already planning ahead for the holiday rush. We asked them how they’re handling stock planning and supply challenges. Here’s what they had to say:
- “Ich mach mein Ding unabhängig von andern (I do my own thing independently of others.)”
- "Frühzeitiges Einkaufen (Shop early)”
- "Noch keine Engpässe bemerkt (No bottlenecks noticed yet)”
- "Durch eine gute Planung (Through good planning)”
Retailers also shared the types of customer data they find most useful for improving personalization.
The top choices were:
- Browsing behavior, which gives visibility into what shoppers explore and how they move through a site.
- Demographic information, helping retailers segment and tailor communication more effectively.
- Engagement metrics, offering insight into which messages and channels customers respond to.
Conclusion
Overall, the data suggests a steady and intentional holiday season in Germany. Shoppers continue to rely on a mix of online search, social channels, and familiar in-store cues. Gifting trends lean toward flexible options and experience-driven choices. AI features are present but not dominant, and retailers remain focused on preparation, personalization, and early planning.