As the much-anticipated shopping season approaches, encompassing events like Black Friday, Cyber Monday, Christmas, and even the lesser-known Single’s Day, German consumers are expressing a mixed bag of opinions and emotions. DCMN’s Brand Tracker research sheds light on what consumers truly think about these retail bonanzas and the intricate web of factors that shape their shopping habits.

Limited Awareness of Single’s Day

Single’s Day, a shopping extravaganza originating from China, remains a relatively obscure concept for many Germans. Only 38% of German consumers are familiar with this event. Interestingly, this awareness dips even further when we look at specific demographics. Women and individuals aged 46 to 55 are among the groups with the lowest familiarity. For these segments, Single’s Day often remains hidden amidst the more prominent shopping holidays.

Consumerism vs. Special Deals

From Single’s Day to the way more popular Black Friday, Cyber Monday and Christmas, the broader sentiment regarding shopping seasons in Germany is a complex one. While 60% of consumers see these periods as contributing to consumerism and express a sense of overwhelm due to the constant bombardment of advertisements, another substantial portion views them more favourably.

A noteworthy 48% consider these events crucial for staying informed about special deals, as they anticipate significant discounts and exclusive offers. This desire to hunt for bargains can be a driving force during these shopping seasons, influencing both online and offline purchases. Furthermore, 45% of consumers believe these events prompt advanced planning, as they strategically map out their shopping sprees, aligning their purchases with specific promotions.

Interestingly, 42% of individuals feel that advertisements during these shopping seasons contribute to a positive, feel-good atmosphere. The festive nature of the advertisements, combined with the anticipation of finding unique gifts and treating themselves, creates a sense of joy and excitement during these periods.

The Shopping Landscape: Sources of Information

When it comes to seeking information about shopping season deals, German consumers have their go-to sources. Social media and retailers’ websites/apps emerge as the dominant channels for staying updated on the latest promotions and offers. These platforms offer real-time updates, exclusive deals, and the ability to compare prices, making them essential tools for the modern shopper.

Notably, social media plays a more significant role among the younger demographic, especially those aged 25 to 29. The digital natives in this age group often rely on social media influencers and advertisements to guide their shopping decisions. This shift in consumer behaviour emphasises the need for retailers to maintain a strong online presence and craft compelling digital marketing strategies.

Diverse Shopping Methods: Meeting Varied Preferences

German consumers exhibit diversity in their preferred shopping methods. While 26% prefer the convenience of online shopping, another 21% opt for mobile shopping, enjoying the flexibility of making purchases through their smartphones. This mobile trend aligns with the global rise in mobile commerce, reflecting the increasing use of smartphones for shopping.

Furthermore, a significant portion of the population combines online and physical store shopping (22%). They may start their shopping journey online, conducting research and comparing prices, but still value the in-person shopping experience for certain products. The tactile element of traditional shopping holds its appeal, especially when purchasing items like clothing, furniture, or electronics.

Interestingly, there is a gender divide in preferred shopping methods. Men lean more towards online shopping, finding the convenience and extensive product selections appealing. On the other hand, women are more inclined towards mobile shopping, aligning their purchases with their on-the-go lifestyle.

Returning or Exchanging Items

Returning or exchanging items purchased during shopping seasons is not a widespread practice among German consumers. Approximately 37% admit to doing so rarely, and another 36% do it occasionally. This behaviour reflects a certain level of consumer confidence in their purchases during these promotional periods.

Conclusion

As the shopping season in Germany approaches, consumers are navigating a complex landscape of awareness, consumerism, and mixed emotions. While some view these events as overwhelming and contributing to consumerism, others see them as valuable for special deals and advanced planning. The preferred sources of information and shopping methods are diverse, reflecting the changing dynamics of the retail industry. As the upcoming shopping season promises to be an intriguing blend of consumer perspectives and behaviours, retailers and marketers must adapt to these evolving consumer preferences to capture their share of the market.

How can DCMN help D2C brands take advantage of the shopping seasons?

DCMN has a solid track record of guiding brands to excel in the competitive shopping season in Germany. With the retail landscape continually evolving, there is a need for direct to consumer brands to stand out and seize the opportunities presented during Black Friday, Cyber Monday, Christmas and more.

The market dynamics in Germany, especially during peak shopping seasons, demand a comprehensive marketing approach and that is exactly where DCMN can help! Whether a brand chooses to focus solely on Performance TV advertising, harness the potential of Brandformance, or create compelling creatives, we have the tailored approach to meet their unique needs. Contact us and we’ll be happy to support you and your brand!

References

1. DCMN Brand Tracker – 2000 German consumers surveyed monthly