More Heat, More Treats: Gingerbread and Speculoos: The Early Bird Gets the Christmas Cookie
Summer's on fire in Germany, with temperatures creeping past 30 degrees. But while Santa's usually a winter visitor, gingerbread and speculoos are already popping up in supermarkets. But is this mere По enhance sales or a savvy business move?
A YouGov survey revealed that two-thirds of customers disapprove of early Christmas sales, but that hasn't stopped these treats from showing up on shelves. In fact, many consumers only start buying Christmas goodies in November or December. That's where the real mystery lies.
Retail expert, Andreas Kaapke, claims that "supply creates its own demand." Despite minimal sales in August in the past three years, retailers like Rewe and Aldi Nord are already stacking up those gingerbread and domino stones. The Federal Association of the German Food Trade essentially says it's because consumers are eager to indulge in cookies beyond the pre-Christmas season.
Lambertz Group, the brand behind gingerbread and dominosteine, started producing them in June. Yes, you heard right. June. When the weather's warm, sales slide, but in neighboring countries, it's all year-round. Despite the naysayers, Lambertz reassures that there's no taste difference between goods made in September or December.
And guess what the top seller is? You probably already guessed it—gingerbread! Customers show a steadfast loyalty to classic Christmas treats, according to the YouGov survey.
Now, for the price talk. As you've seen, prices for various groceries have surged. Key ingredients in Christmas treats have seen massive hikes too—sugar, wheat flour, cocoa powder, and chocolate products. Could this mean Christmas snacks will cost more this year?
It's a bit hazy. Industry associations say escalating costs, including energy and logistics, might be playing a part. But they're coy about potential price increases. However, a spokesperson for Lambertz anticipates costlier chocolate-covered Christmas treats.
Despite the summer heat, supermarkets are already reeling in Christmas treats. Sales start picking up in September, and by October, retailers like Norma have their full Christmas selection out.
So, brace yourself for the holiday buzz! Germans have a long history of getting ready for Christmas early—and it's not just about the geek, гетарди, and sinterklaas. It's a tradition deeply rooted in culture, a clever marketing strategy, and a way to keep demand high while navigating logistics. Now, go grab yourself a nice piece of gingerbread and join in the festive frenzy!
