Festive Heatwave and the Earliest Gingerbread Sightings
It's scorching in Germany, with temperatures reaching 30 degrees and more! Despite it only being early Fall, the holiday season appears almost within reach due to the sudden appearance of gingerbread and speculoos in stores. Gingerbread mania is sweeping the nation, and 30-degree temperatures just might do the trick in bringing Christmas early this year!
The phenomenon is creating quite a stir among customers. A survey conducted by YouGov, funded by the German Press Agency, reveals that a whopping two-thirds of shoppers prefer Christmas treats not to be available until November or December. However, when it comes to actual purchasing behavior, consumers seem to do the opposite. An astounding 14% of shoppers buy Christmas goodies like gingerbread or cookies in October, with 10% purchasing them early, as early as August!
Retail expert, Andreas Kaapke from the Dual University of Baden-Württemberg in Stuttgart (DHBW), explains, "supply creates its own demand." It seems that retailers wouldn't have these seasonal delights in stock if they didn't generate profits. Yet, data from market research firm NIQ shows minimal sales of Christmas treats in August in the past three years. The sales surge begins in September instead.
Some might argue that the treats are available in stores earlier each year. However, the managing director of the Federal Association of the German Food Trade, Philipp Hennerkes, disagrees. "The gap between public sentiment and actual purchasing behavior is significant in certain sections." Hennerkes also denies the notion that these treats are in stock earlier every year.
Spokesman for Rewe, Andreas Krämer, assures that normally, significantly more Christmas treats are sold in September and October than in December. The demand is high at the beginning, making a gradual decrease thereafter. So it seems that while customers might whine, they're still hunting down their favorite Christmas treats come autumn!
The discount store, Aldi Nord, and Kaufland have also jumped on the gingerbread bandwagon, with Norma unveiling their Christmas selection as early as mid-August. It appears that consumers can't resist the allure of indulging in cookies beyond the pre-Christmas period.
Germans have been baking and consuming gingerbread for over 700 million times a year, as reported by the Lambertz Group. While some lament that these treats couldn't be enjoyed year-round, it seems neighbors like Poland and the Netherlands already have the upper hand in this category. Interestingly, sales decrease if it's unusually warm in October and November.
Even though the weather is sizzling, retailers like Rewe start stocking Christmas treats from late August. By September, sales of these items significantly increase, and by October, retailers like Norma have unveiled their entire Christmas selection. It seems that, in the minds of shoppers, no heat can keep these festive goodies from appearing!
While some may question the rationale behind early stocking, a recent spike in prices for essential ingredients used in these treats, such as sugar, wheat flour, cocoa powder, and chocolate bars, could be a significant factor. Despite potential price hikes, prices for most items are still much cheaper than in the past.
Despite concerns about the increasing costs, it appears that consumers are not deterred. Rumors of exorbitant prices for chocolate-covered Christmas treats abound, but industry leaders remain tight-lipped about potential price increases. It seems that, for many, nothing can damper the joy of celebrating the holiday season with delicious treats!
Extra Insights:
- The early availability of Christmas treats like gingerbread and speculoos can be attributed to factors such as seasonal demand, supply chain management, marketing strategies, logistical efficiency, and consumer behavior.
- Some consumers might start planning their holiday shopping and baking early, leading retailers to cater to their preferences by stocking Christmas treats early.
- Traditional German Christmas markets are an essential part of the retail calendar, and by stocking these items early, retailers can capitalize on the anticipated demand and ensure they have sufficient stock for the busy holiday season.
- Pre-ordering and stocking up on seasonal items early helps manage supply chains more effectively, avoiding last-minute rushes and potential stockouts.
- Early stocking can be part of a marketing strategy to create anticipation and excitement for the holiday season, boosting sales and building brand loyalty.
