This year, consumers in Germany were faced with a new dilemma at Christmas: cheap or sustainable gifts? The decision was apparently particularly difficult for many, as a survey published on Tuesday by the Federal Association of E-Commerce and Mail Order Germany (bevh) shows at the end of the year.
Around a quarter of those surveyed (24.9 percent) said they shopped more sustainably at Christmas than they did three years ago. However, almost as many (22.0 percent) said that price had become more important in difficult economic times.
“We have to realize that many consumers are not amenable to the appeals of trade, politics and consumer protection,” says Alien Mulyk, Managing Director of Public Affairs Europe & International at bevh. “If we really want people to shop safely and sustainably, the economic situation must improve.”
Younger consumers are particularly willing to compromise
This is exactly what cheap platforms like Temu or Shein, which are increasingly shaping the shopping behavior of customers, benefit from. At the end of the year, every 20th online order from Germany (4.9 percent) went to these providers. Four out of five respondents (76.8 percent) did not give or did not want to give the reasons for the purchase. However, younger buyers in particular are open: 60.7 percent of those under 30 bought here because of low prices, discounts or offers.
Despite known quality and security deficiencies, many customers remained loyal to the platforms: 24.4 percent stated that they currently did not have enough financial resources to forego these cheap offers. 40.2 percent did not believe the critical media reports, 53.5 percent trusted their own assessment of product safety, and around a third (33 percent) specifically used the right of return to test products and return them if they were defective.
“The fun of bargain hunting takes a back seat,” says Daniela Bleimaier, responsible for sustainability issues at bevh. “More and more people currently see no other choice than to tighten their belts and, when in doubt, ignore the quality and image of the platforms and the goods on offer.”
More sustainable opportunities online
Despite the tendency to save, the respondents believed that there were better opportunities for sustainable consumption online than in brick-and-mortar stores. Fast fashion chains and discount chains dominated the image of city centers in many places, while sustainable brands and concepts became increasingly difficult to find. According to the survey, 36.2 percent of those surveyed found more offers for sustainable products online, compared to only 27.6 percent in brick-and-mortar stores.
“Especially for smaller companies with sustainable products, it is crucial to get the greatest possible visibility,” says Bleimaier. Innovative providers are increasingly reaching their customers via online channels and social media, far beyond the traditional shopping street.
For the survey, 1,000 customers in Germany who had shopped online before Christmas were surveyed. The survey period was between December 12th and 15th, 2025. The results are representative.