It is a gigantic number: people in Germany will spend more than 20.5 billion euros this year on Christmas gifts. This is the result of a survey by the German Trade Association (HDE). Most of all, we invest in gifts of money, vouchers, electronics and toys.
The shopping spree before the holy feast has become a solid ritual in our society. On Advent weekends, millions of people jostle in the shopping streets of the republic, the Christmas markets are overcrowded, the online trade is experiencing a run-up and logistics companies are in a state of emergency.
A turnaround is not in sight. And that, although at least since this year, the concept of sustainability and the question of how such consumption and its consequences for CO2 emissions are still viable, are widely discussed. But renunciation is not so far off: In the past ten years, retail sales in the months of November and December, according to figures from the HDE increased by more than 30 percent. In online commerce, it was whopping 277 percent - with the corresponding growth in the logistics industry. Where does the desire for more and more come from? And are there alternatives? Questions to Willy Schneider.
SPIEGEL: Mr. Schneider, every year in Germany, the consumer frenzy breaks out before Christmas. Why can not we let the buying be?
Schneider: Economically, consumers are just doing very well right now. Wages and salaries are rising, while interest rates at banks are comparatively low. This puts people in a consumer mood. At the same time, buying is increasingly becoming a pastime. Bargain hunting and clever shopping have become a real hobby for many people.
SPIEGEL: What role does advertising play here?
Schneider: There is a lot more advertising today than in the past. The retail industry is always inventing new promotions and events - think of the hype surrounding the so-called Black Friday just a few days ago. However, this does not always lead to the desired goal, because some consumer groups show too much advertising a so-called reactance, they are then annoyed. At the same time, advertising has become much more effective because target groups are reached much more accurately on the Internet.
SPIEGEL: Why is the importance of pre-Christmas consumption increasing in the history of modern societies?
Schneider: One factor is certainly what is called in psychology as reciprocal behavior: Like me, so I you. You feel obliged to give away something at Christmas, because you also get something from the other. This starts with partnerships, continues in the family, and extends to Christmas presents made by companies to customers. This is a self-reinforcing effect. In addition, Christmas presents in our fast-paced society have become a sign that, at least for Christmas, you are trying a little bit for the one you did not pay much attention to all year long.
SPIEGEL: Interestingly enough, money presents and vouchers are ranked in the top spots of top gifts. What does that say about our society?
Schneider: You can gauged from the drifting apart of the generations. The parents often do not even know what the kids want. Gift certificates and cash are really cold gifts, but they reduce the risk of giving something wrong.
SPIEGEL: Does the value of gifts also influence your own social status?
Schneider: Definitely. In the USA, for example, there has been a long-standing trend that the value of Christmas gifts for children is seen as a strong indication of the professional success of the parents. What parents receive at Christmas bonus is correspondingly reinvested in gifts for the children. The formula is: amount of gifts equal social status. You want to show: I can give, I'm successful.
SPIEGEL: It is also becoming increasingly important to feel that not just any product is under the Christmas tree, but that of a specific brand. Has the social pressure to own certain products increased?
Schneider: Psychology distinguishes between primary and secondary groups. The primary group is primarily the family, while the secondary groups are groups we join. So these can be sports clubs or student groups. Primary groups are becoming less important today, while secondary groups are becoming more relevant. And status symbols play a much bigger role in these groups. You define yourself and your affiliation with certain brands.
SPIEGEL: The constant increase in consumption is surprising, considering that debates on climate protection and sustainability have been conducted much more intensively in recent years. Is not that noticeable in pre-Christmas consumer behavior?
Schneider: Two hearts beat in the chest of the consumer. On the one hand, he cries out for sustainability, ecology and environmental protection. On the other hand, he goes on a cruise for 999 euros and buys the piece of meat for 2.90 euros. This is a sham debate in many circles. It is cried for sustainability, but then actually not implemented in consumption.
SPIEGEL: But there are also initiatives that are actively promoting less consumption, not just at Christmas time. Do these groups have no influence?
Schneider: There are indeed consumers who live a so-called "voluntary simpli- ty". The idea is to avoid the consumer trend. These groups still represent a very small minority in Germany. And you must also remember that this strategy is difficult to convey, especially to children. A friend of mine wanted to give her godchildren something meaningful and announced donations for people in developing countries. That did not work out so well.
SPIEGEL: Not only moral reasons can lead to a reduction in consumption, but also the simple wish to save. Do you have practical tips on how to curb your own spending spree?
Schneider: Dangerous are spontaneous decisions. It is almost always advisable to sleep one night before buying anything. Also, it makes sense not to go shopping under time pressure in the last eight days before Christmas, but rather to plan well in advance what to buy useful and useful. And last but not least, it is always good to pay in cash. Because the use of the credit card does not hurt, while spending cash already. So you can limit yourself a bit.