German trade looks to Christmas to salvage disappointing year

German booksellers are hoping for a shopping frenzy in the final run-up to Christmas to salvage an otherwise disappointing year. While sales have picked up strongly throughout December, the jury is still out as to whether this will be enough to finish the year on a positive note. With a full week left until the shops close on Saturday evening (23rd), booksellers are quietly optimistic though.

Going into the all-important holiday season, which accounts for up to a quarter of the annual turnover, the industry had its work cut out. November was down on 2016 for the fourth month in a row – this time by 2.5% by value, according to market research institute Media Control, which does not give unit sales or euro figures. Sales for the year were also down 1.5%. But the market has rallied since with sales up week-on-week by over 30%.

The German Christmas period is traditionally defined by the four Sundays before Christmas Eve. This year’s special constellation with Christmas Eve and the fourth Sunday in Advent falling on the same day when shops are generally closed in Germany, was last seen in 2006. Back then booksellers experienced an unprecedented rush during the last shopping week that turned around a dismal year.

All hinges on the next few days. But with the general consensus that Germans leave their Christmas shopping, especially books, later every year, many booksellers don’t seem to be unduly worried as yet. And even if supplies run out, wholesalers will fulfil orders coming in until 6pm by next morning.

And what sells in Germany? Consumers are buying across the board with no specific must-have Christmas book emerging from the shelves. December’s top-selling title so far is Und Tschüss!, the 12th instalment in Jeff Kinney’s successful Diary of a Wimpy Kid series, followed by Dan Brown’s Origin.