Christmas shopping Audience in Germany
Christmas shopping has an estimated audience of 1,693,199 people in Germany. 72.7% are female, 27.3% are male, average age 35.4. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: Rossmann, Gil Ofarim, Home Office, Cynthia Erivo, Product design.
The average Christmas shopping fan in Germany is 35.4 years old, more female, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities include Rossmann, Gil Ofarim, Home Office, with strongest over-indexing on Rossmann (1.75× the country average). Demographically, the Christmas shopping audience skews more female with an average age of 35.4, and over-indexes on personality traits such as Urban Lifestyle, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 15 regions tracked by Rascasse.
Category: Shopping · Type: Topic
Demographics of Christmas shopping fans
| Metric | Value |
|---|---|
| Female | 72.7% |
| Male | 27.3% |
| Average age | 35.4 |
| Estimated audience size | 1,693,199 |
Audience persona
The typical Christmas shopping fan in Germany is more female, around 35.4 years old, with strong Urban Lifestyle tendencies and a notable affinity for Rossmann.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 274,674 | 1.01× |
| Nordrhein-Westfalen | 248,117 | 0.67× |
| Baden-Württemberg | 158,188 | 0.68× |
| Hessen | 113,402 | 0.88× |
| Niedersachsen | 94,811 | 0.58× |
| Rheinland-Pfalz | 81,461 | 0.96× |
| Sachsen | 55,557 | 0.67× |
| Schleswig-Holstein | 55,540 | 0.91× |
| Berlin | 55,338 | 0.73× |
| Brandenburg | 54,033 | 1.03× |
| Thüringen | 53,709 | 1.24× |
| Sachsen-Anhalt | 48,326 | 1.1× |
| Saarland | 45,270 | 2.18× |
| Hamburg | 42,188 | 1.1× |
| Mecklenburg-Vorpommern | 40,479 | 1.25× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rossmann | 1.75× | Shopping |
| Gil Ofarim | 2.05× | Music & Radio |
| Home Office | 1.82× | Business & Career |
| Cynthia Erivo | 6.23× | Movies & TV |
| Product design | 2.15× | Business & Career |
| Pillow | 1.94× | Home & Garden |
| Collectable | 1.59× | Kids & Family |
| Handmade Gifts | 2.02× | Kids & Family |
| Nationality | 2.68× | Politics & Society |
| Eco Friendly Living | 3.44× | Home & Garden |
| Mechanic | 1.86× | Cars & Mobility |
| Bounce (film) | 8.77× | Movies & TV |
| Information sensitivity | 4.28× | Technology & Electronics |
| Fantasy Earth: Zero | 5.07× | Games |
| Gloria | 3.66× | Music & Radio |
| Natural rubber | 1.77× | Cars & Mobility |
| Ciwan Haco | 15.69× | Music & Radio |
| Société Nautique de Genève | 12.75× | Travel & Leisure |
| Icon (magazine) | 1.9× | Arts & Culture |
| Picnic | 2.61× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Urban Lifestyle | OPEN | 2.3 |
| Price Sensitivity | PREMIUM | 1.78 |
| Convenience Orientation | PREMIUM | 1.66 |
| Individualism | JOY | 1.6 |
| Career Orientation | POWER | 1.6 |
| Pet Ownership | JOY | 1.56 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 29.6% |
| United Kingdom | 13.1% |
| Italy | 10.3% |
See Christmas shopping audiences in other countries
More Shopping audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Christmas shopping have in Germany?
Christmas shopping has an estimated audience of 1,693,199 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Christmas shopping fans?
72.7% of Christmas shopping fans are female, 27.3% are male, with an average age of 35.4 years.
Which brands do Christmas shopping fans like most?
Christmas shopping fans show strongest brand affinity for Rossmann (1.75×), Gil Ofarim (2.05×), and Home Office (1.82×) over the country average.
Where do Christmas shopping fans live in Germany?
Christmas shopping fans in Germany are most concentrated in Bayern (reach 274,674), Nordrhein-Westfalen (reach 248,117), and Baden-Württemberg (reach 158,188). These three regions account for the largest share of the active audience.
What other brands do Christmas shopping fans also like?
Beyond Christmas shopping itself, the audience over-indexes on Gil Ofarim (2.05×), Home Office (1.82×), Cynthia Erivo (6.23×), and Product design (2.15×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Christmas shopping. 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.