SChocolate bunnies, Easter eggs, decorations: German retailers are expecting billions in sales from the ongoing Easter business. Revenues of 2.2 billion euros are expected, as the German Trade Association (HDE) announced on Monday. According to a representative survey commissioned by the HDE, 40 percent of consumers specifically want to spend money around Easter. On average, those who go shopping at Easter want to spend 40 euros per head.
flowers, toys and decorations
Holidays are also of great importance for the business of retailers: “Easter is an important sales stimulus for many retail companies,” said HDE General Manager Stefan Genth. “Especially when it comes to groceries, many consumers then reach for the corresponding goods.” According to this, almost 78 percent of those surveyed who plan to spend Easter want to give away groceries on this occasion. “This certainly shows the continued popularity of Easter eggs and chocolate bunnies,” says the industry association. Flowers, toys and decorations follow in the ranking of the goods best bought at Easter.
“Many retailers expect important sales impulses from the Easter business,” said Genth. “That’s why companies include event-related goods in their ranges and invest in advertising measures.” In view of the difficult environment with high inflation, loss of purchasing power and the many uncertainties resulting from the Russian war in Ukraine, retailers were hoping for good Easter business and a positive impulse for consumer sentiment . According to the HDE, Easter is the second largest holiday-related occasion for consumption after Christmas.
The HDE had commissioned the representative survey from the Institute for Retail Research (IFH Cologne). More than 1000 consumers in Germany were surveyed.