Holidays - Retail: Christmas markets attract people to city centers
At the start of the Christmas shopping season, people flocked to Lower Saxony's cities in droves - at least where the Christmas markets have opened. Cities with attractive Christmas markets tended to have higher footfall on the first Saturday of Advent and retailers there recorded better sales, said Mark Alexander Krack, Managing Director of the Lower Saxony-Bremen Trade Association, on Sunday. In other places and in general, the consumer restraint that has been apparent all year is also evident in the Christmas business. But: "Retailers are happy when the frequency is right," he said.
In terms of footfall, i.e. the number of people in the city centers, Hanover and Braunschweig, for example, were even higher than in 2019, i.e. before the coronavirus pandemic, said Krack. Retailers there were largely satisfied with the start to the Advent season.
The retail expert pointed out that this year, the period between the first Advent and Christmas is significantly shorter than a year ago. It is also expected that many people will opt for vouchers or cash as gifts. "I don't believe that the desire to consume will change fundamentally," said Krack, referring to the political situation and the many crises in the world.
The pre-Christmas period is hugely important for retailers. The months of November and December account for around 25 to 30 percent of annual sales in the books, perfumeries and toys segments, but less so in other segments.
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- Despite the general consumer restraint, city centers in Lower Saxony, such as Hanover and Braunschweig, saw an increase in footfall during the first Saturday of Advent, attributable to the allure of their well-attended Christmas markets.
- Mark Alexander Krack, Managing Director of the Lower Saxony-Bremen Trade Association, observed that retail sales in cities with appealing Christmas markets were notably higher on this particular Holiday weekend.
- As the festive season approaches, Bremen's popular Christmas market will also contribute to an anticipated boost in the City center's retail trade, generating excitement for locals and tourists alike on the forthcoming Advent Saturday.
- In light of the shorter period between the first Advent and Christmas compared to last year, Lower Saxony retailers are advised to reconsider their promotional strategies and consider more appealing gifts such as vouchers or cash to lure customers to their Christmas business.
- Retail trade in Lower Saxony's cities, like Hanover and Bremen, have reportedly experienced upward trends in sales and footfall during the holiday season, providing ample evidence that the allure of Christmas markets significantly impacts the overall success of the Holidays business.
- Acknowledging the significance of the pre-Christmas shopping period, Hanover, for instance, excelled in retail trade, in part due to the success of its enchanting Christmas market, attracting a plethora of shoppers to Lower Saxony's Christmas market scene.
Source: www.stern.de
