Hessian Retailers Dissatisfied with Christmas Business - Hesse’s Small Businesses Struggle Through a Bleak Holiday Shopping Season
Retailers in Hesse faced a disappointing Christmas season this year. Two-thirds of small businesses reported dissatisfaction with their sales, even in the crucial days before the holiday. Many now hope for a recovery in the final week of December.
Shoppers in the region spent less than usual, leading to weak performance across most sectors. Only books, stationery, sports equipment, and groceries saw slightly stronger demand. Consumers also shifted their habits, buying more secondhand items and experience-based vouchers instead of traditional gifts.
Retailers noted that customers were shopping more spontaneously and with greater deliberation. Jochen Ruths, president of the Hesse Retail Association, urged broader efforts to lift spirits and revive sales. He called for bold political action to improve the overall mood. Support for such measures has come from multiple organisations. These include the Handelsverband Hessen, DEHOGA Hessen, and the Hessian Chamber of Commerce. Government bodies like the Hessian Ministry for Economic Affairs and the Hessian Ministry of the Interior have also backed initiatives. The IHK Frankfurt am Main specifically pushed for tax relief as a way to ease pressure on small businesses. With Christmas now over, retailers are pinning their hopes on the days leading up to New Year’s Eve. They aim to salvage some of the lost revenue before the season ends.
The holiday period has left many small businesses in Hesse struggling with lower-than-expected sales. While some categories performed better than others, the overall trend points to cautious consumer behaviour. Retailers and industry groups are now looking to political and societal support to help stabilise the market in the coming months.
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