Fluctuating Christmas business: dealers fight for customers in Bad Hersfeld!

In the district of Hersfeld-Rotenburg, retailers draw a mixed balance of the Christmas business in 2024. Jörg Markert, center manager of the Bad Hersfeld City-Galerie, reports on reluctance to buy compared to the previous year. There were good days and days with a low customer frequency. Markert indicates the price sensitivity of the customers who are often looking for cheaper offers on the Internet.

Sebastian Köck from the Bebra trade and trade association sees potential for improvements, but is overall satisfied. Matthias Laufer-Klitsch, jeweler in Bad Hersfeld, can report on a Christmas business with higher quality articles and satisfied sales. Udo Kahl, managing director of a fashion house, notices a weak Christmas business compared to previous years. The open Sunday on December 29 moved many visitors to Bad Hersfeld, and the dealers were satisfied with the response as a whole.

sales development and customer behavior

According to the Trade Association of Germany (HDE), the great sales swing before Christmas failed to do so, sales only rose shortly before the festival. HDE expects sales of 121.4 billion euros for November and December. Kai Gerlach from "Watches Gerlach" reports of Sung customer frequency and a demand for individual jewelry and real gold jewelry. Dirk Mueller, owner of a telecommunications provider, finds that cell phones are no longer considered classic Christmas presents. Thomas Vockeroth, managing director of the "Fashion House Sauer", sees the Christmas business as less successful compared to the previous year, but is satisfied with autumn/winter business. Sabine Schefzig, owner of the Bott fashion house, is happy about the Christmas business, which has been different since the Corona period. Ulrike Bednarz from the Hohehl Bookstore in Bebra reports on a high -sales Christmas business, and books were particularly popular, including the biography of Angela Merkel.

The year 2024 brings new trends for dealers who have to adapt to economic uncertainties, especially inflation and increasing living costs. Consumers are increasingly making conscious purchase decisions, focused on the price-performance ratio and flexible options. The individualization of the shopping experience increases and personalized online shops use algorithms to address user preferences. Digital platforms offer convenience and flexibility, and gift cards are becoming more important in the Christmas business. Sustainability is becoming increasingly important by consumers, prefering providers with transparent supply chains and responsible production. Dealers should offer sustainable products, environmentally friendly packaging and climate -neutral shipping in order to serve the increasing demand. Smaller providers can benefit from the Renaissance handmade and regional products.