Christmas marked by price increases: According to a study, however, this has little or no effect on the buying mood of consumers in the south-west. Another survey, on the other hand, sees a trend towards "savings at Christmas".
Mannheim (dpa / lsw) - Crisis here, crisis there: But people in the southwest hardly want to reduce or even increase their spending on Christmas presents. This is the result of the Christmas study by the FOM University of Economics and Management for North Baden and Stuttgart. According to a survey of 800 people, the people of North Baden in the Mannheim and Karlsruhe region want to spend less on Christmas presents this year, but within a very reasonable amount. If your budget in 2021 was a record high of 528 euros, it is now 493 euros, according to the information.
The situation in the state capital is different, where over 1000 people were interviewed. The people of Stuttgart, actually known as stingy Swabians, are generous: They want to make their loved ones happy with gifts worth 546 euros - after 528 euros in the previous year. "The larger the cities, the higher the expenditure," explained study leader Oliver Gansser from the Institute for Empiricism
According to Gansser, data on the marital status of the respondents and their status as employees, unemployed, pensioners, pupils, trainees or students are included in the calculation of expenditure.
However, a representative survey by the opinion research institute YouGov on behalf of the German Press Agency paints a bleaker picture. According to this, more than half of consumers want to spend less money on Christmas presents this year or do without them altogether; one in five wants to spend "significantly less" money.
For 25 percent of North Baden residents and 30 percent of Stuttgart residents, the increased energy and food prices have an impact on the purchase of Christmas presents. The high prices at the pump are a reason for restraint for 20 percent of North Baden residents and 25 percent of Stuttgart residents. According to the survey, factors such as insecure job prospects and the discontinuation of the 9-euro ticket have a negligible influence on purchasing behavior.
The increased desire to buy in Stuttgart and the only slightly declining budget in North Baden surprised Gansser. "We would have expected that the current crises and challenges would have a greater impact on the mood to buy." He added, "Perhaps this has something to do with the desire for tradition and a ritualized family experience that comes with the celebration of Christmas."
Literature also belongs on the gift table for those surveyed in the southwest: When asked what they like to give as a gift, about every second respondent named books. In response to this question, 43 percent named cosmetics, perfumes, clothing, shoes or accessories. However, these products are not where the most money is spent. In northern Baden there are gifts of an average of 144 euros under the Christmas tree, in Stuttgart smartphones worth 130 euros rank first.
The cliché is confirmed when it comes to gender-specific buying behavior: according to the Christmas study, many men still go on a shopping spree shortly before the holiday. Stationary retail still plays an important role when it comes to Christmas shopping: two-thirds of respondents from both regions find shopping in stores important. Around 60 percent want to buy Christmas presents online. Only around 20 percent buy gifts at Christmas markets.
