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Germans and Swiss don't give less, but are more price-conscious

  • In view of inflation and rising prices: Offers and promotions play a key role in buying Christmas presents
  • Consumers are early with buying presents and planning meals: many have already bought presents and planned Christmas dinner in November
  • Swiss consumers spend more than twice as much on Christmas presents as Germans - but give fewer presents to people

Price increases in all areas, rapidly rising energy costs, inflation: German and Swiss consumers are finding their wallets tighter. This is also evident when it comes to Christmas - both when it comes to buying presents and planning Christmas dinner. The motto here this year is: not less, but more price-conscious. This is the result of a survey among users of Bring! and the successful Swiss gift app Profital, in which more than 7,500 users took part.

According to the survey, gift-givers in both countries pay attention to value for money: 60 percent of those surveyed said that promotions and special offers play a key role when buying their Christmas gifts - possibly a consequence of the rising cost of living. Gifts are still given: only 7 percent do not buy any Christmas presents at all. The most popular Christmas gifts this year are once again dominated by the classics: number one is books and games (65 percent), followed by clothing (45 percent), electronics (41 percent) and cosmetics (37 percent).

Gifts and Christmas dinner: Early planning is the key

The second principle for buying presents and planning meals: the earlier the better! Because 61 percent of those surveyed start buying their Christmas presents in November at the latest. When it comes to gift-giving, there are exciting differences between Germans and Swiss: Germans give more people presents - 8.6 on average compared to 8.0 - while the Swiss give more expensive gifts: While consumers in the Alpine country spend an average of 143 Swiss francs (144 euros) per Christmas present, the figure in Germany is significantly less than half that: 55 euros (54 Swiss francs).

Early planning is also important to many when it comes to Christmas dinner: A quarter of consumers (25 percent) have already planned their festive meal at the beginning of December, and more than half (53 percent) are ready by the middle of the Christmas month. However, the food is of course fresh: two thirds (66 percent) buy the ingredients a few days before the festivities at the earliest. Recipes are the number one source of inspiration (59 percent), but recommendations from friends and family are also trusted (34 percent).

More Christmas guests sit at the dinner table in Switzerland than in Germany

When it comes to the size of the festive meal, both Germans and Swiss no longer celebrate only in the inner circle: the Swiss are more sociable than the Germans: on average, 9.9 people sit at the table in the Swiss Confederation, while north of the border it is "only" 8.2.

"When it comes to Christmas, planning is the most important thing for Germans and Swiss. Nothing is left to chance, quality and sustainability are just as important as good value for money. The survey shows that consumers are careful not to skimp on Christmas cheer despite inflation and rising prices, but at the same time to get the best possible value for their money. Especially when the purse strings are tighter, offers can help to fulfill wishes anyway. Bring! and Profital make planning and cost-conscious shopping easy and are therefore the ideal companions for perfect Christmas shopping," says Raphael Thommen, CCO of Bring! Labs AG.


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