After a disappointing Advent season so far, the German retail trade has gained some momentum in the week before the fourth Advent, according to the German Retail Federation (HDE). The federation published the results on Sunday.
“It was a short but positive boost before the holidays” said HDE Managing Director Stefan Genth. “The fourth Advent week was better in many places than the previous one.” The single trade traditionally achieves its highest sales at the sales days before the last Advent and immediately before Christmas. However, the expected surge has not yet occurred.
According to the survey, more than every fourth company is satisfied with the recent week. Retailers in the entertainment electronics, toys, watches and jewelry, and book sectors reported an above-average good development. On the other hand, over half of the respondents were dissatisfied, with the Saturday in particular being disappointing at many locations.
Compared to the previous week, more retailers are satisfied with the course of the Christmas business. Every fifth respondent expressed this view. However, most companies are still disappointed with the business development in the past weeks. The single trade is looking at the upcoming sales days until the end of the year with moderate optimism.
“The usual sales spurt after the Advent weeks usually follows” said Genth. “The sales days around Christmas and between the years can still boost this year’s Christmas business.” In this period, Christmas gifts like cash and gift cards prompted many visits to the stores and corresponding sales impulses.