Christmas business remains largely disappointing for retailers, even shortly before the fourth Advent. According to a current trend survey conducted by the German Trade Association (HDE) among around 300 companies, 62 percent of retailers are dissatisfied with the sales of the past few days. Only 23 percent rate the development positively.
Business did not really get going in the previous weeks of Advent. Managing Director Stefan Genth spoke of a persistently low level of sales and clearly noticeable consumer restraint. The industry is now relying on a strong final spurt until Christmas Eve as well as additional impulses from purchases between the years.
Fewer customers – many retail companies are dissatisfied
According to the HDE, retail recorded slightly better business, especially on the Saturday before the fourth Advent in city centers, suburbs and district centers. Toy, book and clothing retailers in particular benefited from this. However, falling customer frequencies continued to have a negative impact: 71 percent of those surveyed reported fewer visitors than in the previous year.
Overall, so far only 17 percent of companies are satisfied with how the Christmas business has gone, and 66 percent are dissatisfied. The period after the holidays gives hope. Experience has shown that the days between Christmas and New Year, and sometimes up to Epiphany, are high in sales because many people are on vacation and redeeming cash gifts or vouchers, says Genth.
The dealers were surveyed from December 19th to 21st, 2025. For the months of November and December, the HDE expects retail sales to total 126.2 billion euros, which would correspond to an increase of 1.5 percent compared to the previous year.