Rascasse Audience Intelligence

Christmas market Audience in Germany

A data profile of the people who buy, follow and care about Christmas market in Germany — modelled from more than twelve digital signal sources. Christmas market has an estimated audience of 3,061,332 people in Germany.

#60among Touchpoint in Germany#106in Food & Beverages

The average Christmas market fan in Germany is 35.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include 1. FC Magdeburg, Die Flippers, SC Magdeburg, with strongest over-indexing on 1. FC Magdeburg (13.87× the country average).

Demographically, the Christmas market audience skews more female with an average age of 35.6, and over-indexes on personality traits such as Tradition, Community Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Christmas market fan in Germany is more female, around 35.6 years old, with strong Tradition tendencies and a notable affinity for 1. FC Magdeburg.

Category: Food & Beverages · Type: Touchpoint

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Christmas market profile in Germany.

Audience size
3.1M
in Germany
Gender
62.9%♀
37.1% male
Age
35.6
average years
Country rank
#2065
Touchpoint in Germany
Fig. 01

Search interest · 12-month trend

-2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Christmas market fans

62.9% are female, 37.1% are male, average age 35.6.

Fig. 02

Gender split

62.9%
Female
37.1%
Male
Demographic split for Christmas market audience in Germany
MetricValue
Female62.9%
Male37.1%
Average age35.6
Estimated audience size3,061,332
Fig. 03

Age distribution

Ø 35.6
average years
Age distribution of the Christmas market audience in Germany
Age bracketShare%
16-1929%
20-2920%
30-3919%
40-4919%
50+13%
Fig. 04

Worldwide distribution

11.2%

of the worldwide Christmas market audience comes from Germany.

Worldwide audience distribution share by country for Christmas market
CountryShare
United States20.6%
United Kingdom12.7%
Germany11.2%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Christmas market audience in Germany is strongest.

Fig. 05

Top regions by affinity

Christmas market fans by region: top regions in Germany
#RegionReachAffinity×
01Sachsen-Anhalt~100K1.42×
02Berlin~200K1.29×
03Thüringen~100K1.28×
04Brandenburg~100K1.25×
05Sachsen~200K1.21×
06Hamburg~80K1.10×
07Nordrhein-Westfalen~700K1.01×
08Rheinland-Pfalz~200K0.99×
09Baden-Württemberg~400K0.95×
10Bayern~500K0.92×
11Niedersachsen~300K0.92×
12Mecklenburg-Vorpommern~50K0.92×
13Schleswig-Holstein~100K0.88×
14Hessen~200K0.75×
15Bremen~20K0.70×
16Saarland~30K0.67×
Fig. 06

Affinity by region

Affinity by region — Christmas market, Germany
0.67×1.00×1.42×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Christmas market audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Christmas market audience
#·InterestCategoryAffinity×
01Die FlippersMusic & Radio18.12×
021. FC MagdeburgSports13.87×
03SC MagdeburgSports11.70×
04EHF Champions LeagueSports9.87×
05Christmas traditionsKids & Family8.89×
06In aller FreundschaftMovies & TV3.84×
07Roland KaiserMusic & Radio3.81×
08Street OneFashion & Accessoires3.61×
09Storm of LoveMovies & TV3.53×
10Ernsting's familyShopping3.43×
11QVCMovies & TV3.07×
12Wetter.deHome & Garden2.88×
13TchiboShopping2.69×
14Helene FischerMusic & Radio2.34×
152. BundesligaSports2.23×
16BauhausShopping2.00×
17Online shoppingShopping1.98×
18ShoppingShopping1.90×
19Obi (store)Shopping1.85×
20Business and industryBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Christmas market audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Christmas market audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM1.60×
Community OrientationOPEN1.46×
Family OrientationCONSERVATISM1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Christmas market audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.66×
Luxury OrientationPREMIUM0.83×
Social Media UsageJOY0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Christmas market have in Germany?

Christmas market has an estimated audience of 3,061,332 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Christmas market fans?

62.9% of Christmas market fans are female, 37.1% are male, with an average age of 35.6 years.

03

Which brands do Christmas market fans like most?

Christmas market fans show strongest brand affinity for 1. FC Magdeburg (13.87×), Die Flippers (18.12×), and SC Magdeburg (11.7×) over the country average.

04

Where do Christmas market fans live in Germany?

Christmas market fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~500K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Christmas market fans also like?

Beyond Christmas market itself, the audience over-indexes on Die Flippers (18.12×), SC Magdeburg (11.7×), Shopping (1.9×), and Online shopping (1.98×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Food & Beverages audiences in Germany

See Christmas market audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Christmas market. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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