Consumer behaviour

10 facts about the shopping year 2019

In 2019, consumers made purchases for 537.4 billion euros, 2.0 percent more than in 2018, while online spending rose by 8.5 percent to 57.8 billion euros. Furniture and decorative items ranked sixth. mydealz consumer forum has compiled interesting facts about the shopping behaviour of Germans.

Feb 03 2020

1. Germans shop monthly for 356.61 Euros

Germans have bought things for 356.61 Euros per month last year. This is the result of a Statista study commissioned by mydealz. Men and older consumers were particularly keen to spend. On average, men shopped for 401.13 euros, whereas women only spent 315.09 euros. The 45 to 54 year olds reached the deepest pockets.

2. One in five spent more than in the previous year

Low interest rates and a low unemployment rate have led to higher consumer spending in 2019. 23.3 percent of those surveyed by Statista stated that they had spent more money in 2019 than in 2018, while only 12.9 percent said they had been more frugal in the last twelve months. Younger consumers in particular have become more willing to spend: 31.1 percent of 25 to 34-year-olds spent more money in 2019 than in the previous year.

3. Retailers turned over 537.4 billion Euros

Online retailers in particular have benefited from the improved consumer climate. They were able to enjoy sales growth of 8.5 percent while retail sales grew by 2.0 percent overall. Overall, however, online retailers are still lagging behind their traditional counterparts. This year, consumers made purchases in the classic retail sector for 537.4 billion euros. This is shown by figures from the German Retail Association (HDE).

4. Most consumers bought electronics, fashion and travel on the internet

28.3 percent of all sales mediated by mydealz in the last twelve months were accounted for by electronic products, 11.7 percent by fashion and accessories and 10.8 percent by services from the travel sector. Furniture and decorative items ranked sixth (3.9 percent).

5. Most Germans shop online via their smartphone

Mobile devices are the most important shopping companions for online shopping. Eight out of ten consumers (81.4 percent) reach for their smartphone or tablet when they want to order something online. Compared to the previous year, the importance of mobile devices thus increased by 6.9 percent.

6. Consumers shop online on Mondays in particular

Especially at the beginning of the week the cash registers of the online shops rang this year. This is shown by figures from the mydealz consumer forum: 14.8 percent of consumers informed themselves about current offers on Mondays and 14.7 percent on Tuesdays. Comparatively few consumers (12.1 percent) made online purchases on Saturdays.

7. In the evening at prime time and at lunchtime, the digital shopping basket is filled

Consumers also have clear preferences regarding the time of day: In 2019, most consumers were shopping online between 8 p.m. and 10 p.m. in the evening and between 12 a.m. and 1 p.m. at noon.

8. November was the month with the strongest demand

One in eight consumers (12.1 percent) made online purchases in November. As in previous years, November was the month with the strongest demand - closely followed by December, when 11.8 percent of consumers bought online. October followed in third place. Unsurprisingly, the summer is not surprisingly weak in demand.

9. Shopping events gain in importance

In 2019, consumers spent 3.1 billion Euro on shopping in the four days from Black Friday to Cyber Monday, 29.2 percent more than in 2018, and the HDE figures show the extent to which consumers now embrace shopping events. The reach of mydealz also shows that in 2019 demand was also significantly higher around Valentine's Day (+ 55.9 percent), Mother's Day (+26.9 percent) and for Christmas (+ 20.0 percent).

10. Berliners and Hamburgers prefer to shop online

This year - unsurprisingly - most online shoppers came from the two most populous German states, North Rhine-Westphalia (23.4 percent) and Bavaria (13.8 percent). Nevertheless, online shopping is more of an urban phenomenon. Berliners and Hamburgers turned out to be true fans of online shopping in 2019.

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