How Germans celebrate Christmas by jennyyingdi

VIEWS: 11 PAGES: 50

									                                    Christmas is all around:
                           How Germans celebrate Christmas!




                      December 2011
comperis GmbH in cooperation with Marketagent.com Deutschland GmbH
 Key takeaways I


Only a few days until Christmas. Preparations become more specific and the youngest cannot wait anymore.
comperis, institute for psychological market research in Stuttgart and the online market research agency
Marketagent.com from Munich have asked members of the ISO certified Marketagent.com Online-Access Panel
about their habits and preferences regarding the upcoming holiday by beginning of December. The market
researchers have focussed on those 92% of 1.001 respondents who claim to celebrate Christmas and found out that
the typical German celebrates at home under a real Christmas tree with electrical light and enjoys a simple but
classical meal after the exchange of presents.

There‘s no place like home: More than 6 out of 10 respondents (62%) spend Christmas Eve at home. If children are
involved this number even increases to 78% who stay within their own four walls. A third (33%) celebrates Christmas
in a private home, but not their own. Wherever the Christmas celebration takes place: The Christmas program on
December 24 is usually very similar in most households. “Only the order of activities varies” reports Marina
Klusendick, managing director of comperis. Almost one third attends the church service on Christmas Eve; while
households with children do this in the afternoon, those without children attend the service rather later in the
evening. The main event of Christmas is (for 90% of respondents each) the exchange of presents and Christmas
dinner, but in varying order. Making presents with an empty stomach or eating after being endowed – is both a
common practice.




                                                                                                                 2
 Key takeaways II


63% of those who participated online claim to have a traditional Christmas Eve dinner every year. But whoever
expects a gourmet menu to be served is wrong: 37% of respondents have sausages and potato salad on their
Christmas Eve menu. Poultry dishes (17%) and the typical Christmas goose are far behind on ranks 2 and 3.

The current advertising campaign of an electronics retailer announces that “Christmas is decided under the tree” –
the tree however, is missing in 28 out of 100 German households on Christmas Eve, in 18 households there is only
an artificial tree and in 54 a natural Christmas tree can be found for which Germans spend 33 Euro on average. The
tree is illuminated by electrical light strings in most cases – only 10% of German trees are adorned with wax candles.
Most often the task of decoration is executed by women (60%) while men are responsible for the purchase of the
precious item (56%).

Respondents plan to spend 244 Euro on average for Christmas presents this year. “Despite the Euro crisis and
anxieties regarding future economics this amount has increased again compared to last year” says Christian Jung,
Sales Director at Marketagent.com Germany about this result. Main recipients of the spendings that are transformed
into smaller and bigger presents are (as to be expected) own children, grandchildren and partners of respondents.

Last but not least, the market researchers from Stuttgart and Munich wanted to know what Christmas personally
means for people in Germany. The result: for 57% Christmas is the holiday of love, for 40% however, it has become a
purely commercial event and only 24% appreciate its highly religious significance.




                                                                                                                    3
Methodology
 Methodology


In December 2011 comperis and Marketagent.com have conducted a nationwide survey on the topic of Christmas
in Germany.

Altogether n = 1.001 Marketagent.com panelists have been integrated in the research and asked about the following
aspects in an online survey (CAWI):
   Intention of celebrating Christmas
   Associations with the topic “Christmas”
   Place of Christmas celebration and celebrating company
   Willingness to donate money
   Visit of church service
   Activities on Christmas Eve
   Traditional Christmas meals
   Typical Christmas decorations
   Existence of a Christmas tree
   Attitude towards and budget for Christmas presents




                                                                                                               5
How Germans celebrate
Christmas …
 The majority of Germans celebrate Christmas

 Basis: n = 1.001                                                                              Data in %




 Do not celebrate Christmas (n = 78)                           Celebrate Christmas (n = 923)
                                                      8   92
 Singles:                                   11%                Couples:                    94%
 Without children:                          11%                Parents of children aged
                                                               below 19 years:             97%
 50-69 years:                               10%
                                                               14-29 years:                95%
 No religious affiliation:                  11%
                                                               Christians:                 96%
 Former West Germany:                         9%
                                                               Former East Germany:        95%




S1: Are you going to celebrate Christmas this year?                                                  7
 Christmas 2011 will be celebrated with the immediate family

Basis: n = 923                                                                                                 Data in %, multiple responses possible


                                        Partner (n = 632)                                      90
                               Own children (n = 462)                                          90   Immediate family
                                        Parents (n = 715)                               71
                              Grandchildren (n = 116)                              53
                                        Siblings (n = 626)                         52               Larger family circle
                               Grandparents (n = 298)                            48
                              Parents in law (n = 338)                          45
                  Brother / sister in law (n = 402)                           36
                        Nephews / nieces (n = 345)                           35                     Extended family circle
                              Uncles / aunts (n = 426)                   21
                                        Cousins (n = 399)               17
                                         Friends (n = 923)            13
                                                                                                    Friends / acquaintances
                                  Neighbours (n = 923)                 2
                    I celebrate by myself (n = 923)                    2                            Alone


Q4b: With which of the following persons are you going to celebrate Christmas Eve this year?                                                      8
  Most Germans celebrate Christmas at home

Basis: n = 923                                                                                                                                Data in %




                                 Singles:               48%
                                 Couples with children: 78%*
                                 14-29 years: 53%
                                 50-69 years: 72%*




                                                                14-29 years: 39%*
                                                                50-69 years: 24%

                                          62


                                                                        33
                                                                                                         4
                                                                                         1

                                 My own home                   Somebody else‘s      In a holiday   Don‘t know (yet)
                                                                   home               location

                                                                                                             *significant subsample differences (p<0,05)

Q5: Where do you celebrate Christmas Eve this year?                                                                                                  9
 Christmas is a family event with a special atmosphere

 Basis: n = 923                                                                                                                 Data in %, multiple responses possible



                                                   Family celebration                                    58

                                       Togetherness / community                         22              30-49 years: 25%*
                                                                                                        50-69 years: 14%


                                                                   Presents             21            14-29 years: 31%*
                                                                                                      50-69 years: 16%


                  Special atmosphere (decoration / scents)                              19

                                                          Reflectiveness            16

                                                       Relaxation / rest            15
                                                                                                 14-29 years: 8%
                                                                                                 30-49 years: 17%*


                                                                Good food           15

                                                                             Joy   14

                                                Cosiness / well-being              14

                                                          Religion / faith         10        30-49 years: 8%
                                                                                             50-69 years: 18%*

                                                                                                                            *significant subsample differences (p<0,05)

Q1: What do you personally associate with Christmas? (open-ended question)                                                                                         10
 Women appreciate the joint experience of the special Christmas
 atmosphere most
 Basis: n = 519 / 404                                                                               Data in %, multiple responses possible


                                   Women                                                    Men




      Family celebration 65%*                                                Family celebration 49%
                         Togetherness 26%*                                         Presents 23%
                    Special atmosphere 20%*                                       Togetherness 18%

                              Presents 20%                                       Relaxation / rest 15%

                        Cosiness / well-being 18%*                                 Reflectiveness 14%

                              Good food 17%*                                             Joy 13%

                            Reflectiveness 17%                                   Special atmosphere 12%
                           Relaxation / rest 15%                                     Good food 12%
                                     Joy 14%                                      Cosiness / well-being 10%
                                                                                                *significant subsample differences (p<0,05)
D1: Sex
Q1: What do you personally associate with Christmas? (open-ended question)
                                                                                                                                       11
 Spending time with “loved ones” is the aspect that is enjoyed
 most at Christmas time
Basis: n = 923                                                                                     Data in %, multiple responses possible




                 46

                                                 22
                                                                       16               16                        13

      Being together                  Giving / receiving         Cosiness / rest        Joy                 Christmas
      with family and                     presents                                 (of children)           atmosphere
          friends



Q2: What do you enjoy most at Christmas? (open-ended question)                                                                       12
 Most Germans can do without an overflow of presents

Basis: n = 923                                                                                                   Data in %, multiple responses possible




   14-29 years: 20%
   50-69 years: 33%*




                                                     14-29 years: 6%
                                                     30-49 years: 11%*




           26
                                   13                       12                       10          7           7                         5
    Too many /               Christmas                  Opulent                     Stress   Commercia-   Disputes           Duty calls of
     expensive                rituals                    meals                                  lism                          relatives /
      presents                                                                                                              acquaintances


                                                                                                             *significant subsample differences (p<0,05)

Q3: What would you be most willing to give up at Christmas? (open-ended question)                                                                   13
 Women are more willing to give up calories and Christmas stress

 Basis: n = 519 / 404                                                                                                 Data in %, multiple responses possible


                                   Women                                                                   Men




  Too many / expensive presents 28%                                                 Too many / expensive presents 23%
                           Opulent meals 15%*                                                   Christmas rituals 16%

                                 Stress 13%*                                                          Opulent meals 9%


                              Christmas rituals 10%                                                  Commercialism 8%

                                Commercialism 7%                                                          Stress 7%

                                    Disputes 8%                                                          Disputes 5%

                    Duty calls of relatives / acquaintances 4%                             Duty calls of relatives / acqaintances 5%


                                                                                                                 *significant subsample differences (p<0,05)
D1: Sex
Q3: What would you be most willing to give up at Christmas? (open-ended question)
                                                                                                                                                        14
   Christmas is a time of peace and recovery

 Basis: n = 923                                                                                                                                     Data in %, mean


For me Christmas is …                                   1 – do not agree at all    1        2   3         4   5    6             totally agree– 6



                                                                                                                                               Ø 4,6
                  a time of peace and recovery             7 5            11       16               24                 37                      14-29 years: 4,3
                                                                                                                                               50-69 years: 4,8*




                                                                                                                                               Ø 4,5
                             the holiday of love           6 6               14        17                22             35                     men:   4,2
                                                                                                                                               women: 4,7*




                                                                                                                                               Ø 4,0
                    a purely commercial event               9         9           20                22            20            20             14-29 years: 3,6
                                                                                                                                               50-69 years: 4,2*




                                                                                                                                               Ø 3,0
                        a holiday with a highly
                          religious significance
                                                                     28                 16               19       13   11          13          Former East: 2,5
                                                                                                                                               Former West: 3,2*




                                                                                                                       *significant subsample differences (p<0,05)
 Q6: How well do the following statements describe your view of Christmas?
                                                                                                                                                               15
 Scale question: 1 = “do not agree at all”, 6 = “totally agree”
  Christmas is mainly linked to positive emotions

Basis: n = 923                                                                                                      Data in mean




                      does not apply at all =        1                2           3   4   5   6 = applies totally

                                    Familial
                                         Cosy
                                      Happy
                                 Indulgent
                                 Reflective
                                     Special
                                   Stressful
                               Exhausting
                             Exaggerated
                              Hypocritical
                                      Boring
                             Dispensable



Q7: How well do the following attributes describe your experience of Christmas?
                                                                                                                            16
Scale question: 1 =„does not apply at all“, 6 =„applies totally“
  Women have a more positive emotional affiliation to Christmas

Basis: n = 519 / 404                                                                                                       Data in mean




                       does not apply at all =       1                2           3   4   5   6 = applies totally


                                  Familial*


                                       Cosy*


                                    Happy*
                                                                                                                   Men
                                                                                                                   Women
                               Indulgent*


                               Reflective*


                                   Special*



                                                                                              *significant subsample differences (p<0,05)
Q7: How well do the following attributes describe your experience of Christmas?
                                                                                                                                     17
Scale question: 1 =„does not apply at all“, 6 =„applies totally“
  Christmas has more negative connotations for men

Basis: n = 519 / 404                                                                                                       Data in mean




                       does not apply at all =       1                2           3   4   5   6 = applies totally


                                    Stressful


                              Exhausting*


                            Exaggerated*
                                                                                                                   Men
                                                                                                                   Women
                             Hypocritical*


                                     Boring*


                            Dispensable*



                                                                                              *significant subsample differences (p<0,05)
Q7: How well do the following attributes describe your experience of Christmas?
                                                                                                                                     18
Scale question: 1 =„does not apply at all“, 6 =„applies totally“
 The majority of German households is adorned with
 various Christmas decorations
Basis: n = 923 / 832                                                                                                                     Data in %, multiple responses possible



                                                                   Christmas wreath / arrangement                                   74                       14-29 years: 64%
                                                                                                                                                             50-69 years: 79%*


                                                                                       Window decoration                            69
                                                                                            Table decoration                    67
                                                                                                                                                        14-29 years: 60%
                                                                                                                                                        50-69 years: 75%*


                                                                                           Fairy light strings                  65
                                                                         Decorative Christmas figures                           64
           10                   90                   n = 832

                                                                          Candlesticks / motif candles                         52
                                                                                Christmas candle bridge                    38            14-29 years: 30%
                                                                                                                                         50-69 years: 45%*


                                                                                        Flower decorations                30
      The Household will not be decorated
                                                                                                    Nativity set          27
      The household will be decorated
                                                                                        Christmas pyramid                 27
                                                                           Christmas stockings / boots 13

                                                                                                                                     *significant subsample differences (p<0,05)
Q15: Is your household going to be decorated for Christmas?
                                                                                                                                                                            19
Q16: Which of the following decorations are used to adorn your household for Christmas (apart from the Christmas tree)?
  Christmas decorations differ according to regions

 Basis: n = 614 / 218                                                                                                                      Data in %, multiple responses possible
                                                      Former West Germany                                     Former East Germany
Christmas wreath / arrangement                                           75                                                     70
                    Window decoration                                  69                                                       70
                          Table decoration                             67                                                    65
                          Fairy light strings                          67                                                  61
     Decorative Christmas figures                                    61                                                         72 *
      Candlesticks / motif candles                                51                                                       54
             Christmas candle bridge                        31                                                             56*
                        Flower decorations                  32 *                                                 25
                                Nativity set                31 *                                              14
                        Christmas pyramid                22                                                           42 *
       Christmas stockings / boots                    13                                                     12
                                                                                                                                       *significant subsample differences (p<0,05)

 Q16: Which of the following decorations are used to adorn your household for Christmas (apart from the Christmas tree)?                                                      20
 Women are responsible for Christmas decorations

Basis: n = 470 / 362                                                                                                                         Data in %




                                 Women                                                                    Men



                                                                                                           32 *
                                             25

                                                 7                                                   25
                             68 *
                                                                                                             43 *

                                                              I am personally responsible for
                                                              decorating the household
                                                              Me and other persons are responsible
                                                              for decorating the household

                                                              Other persons are responsible for
                                                              decorating the household
                                                                                                            *significant subsample differences (p<0,05)

Q15: Is your household going to be decorated for Christmas?                                                                                        21
 Every second German household has a natural tree for Christmas

Basis: n = 923                                                                                                                                 Data in %




                                                                 Artificial Christmas tree (n = 168)
                                                                 Former East Germany:          25%
                                                                 Hauptschule (grade 9):        28%




 No Christmas tree (n = 254)                                                                           Natural Christmas tree (n = 501)
 Singles:                                  41%                                   18                    Couples:                               61%
 Without children:                         37%                                                         Parents of children aged
                                                                                                       below 19 years:                        66%
 Christmas celebrated in                                                   28
 another household:                        48%                                                         Christmas celebrated in
 No religious affiliation:                 31%
                                                                                          54           own household:                         64%
                                                                                                       Christians:                            61%
                                                                                                       Former West Germany:                   57%




                                                                                                              *significant subsample differences (p<0,05)
Q17: Are you going to have a Christmas tree in your household this year?
                                                                                                                                                     22
Q18: Is this Christmas tree going to be a natural or an artificial tree?
 The Christmas tree is purchased

Basis: n = 501                                                                                                                     Data in %




                                                               84




                                                                                             4             5                7


                                                        Purchased                     As a present   From the garden From the forest




Q19a: Is the natural Christmas tree going to be purchased or supplied elsewhere this year?                                              23
 33 Euro are spent on average for a natural Christmas tree

Basis: n = 240 (only persons who are responsble for purchasing the Christmas tree)                                              Data in %




     46%                                   48%                                       2%               3%              1%




 10-25 Euro                           26-50 Euro                            51-75 Euro            75-100 Euro   More than 100 Euro




Q20: How much money do you plan to spend on the Christmas tree this year? (open-ended question)                                      24
 While men are rather responsible for purchasing the tree,
 women are the ones decorating it
Basis: n = 332 / 553                                                                                                              Data in %




                                   Purchase                                                Decoration




                               44                                                                     40
                                                    56 *                                  60 *




                                                                            Women   Men


                                                                                                 *significant subsample differences (p<0,05)
Q19b: Who in your household is responsible for purchasing the Christmas tree?
Q21: Who is decorating the Christmas tree this year?
                                                                                                                                        25
 Electrical light strings are preferred for illuminating the Christmas tree

Basis: n = 669                                                                                                  Data in %, multiple responses possible




                                                                        71


                                                                                             27
                                    10                                                                         2

                            Real candles                      Fairy light string      Fairy light string   Don't know
                                                                (light bulbs)               (LED)


Q22: Which types of lighting are used for decorating your Christmas tree this year?                                                               26
  Christmas dinner and exchange of presents are fixed rituals
  at Christmas Eve
Basis: n = 554 / 416 / 833 / 827 / 312 / 471 / 408 / 222/ 158                                                                                                                             Data in %




                                                                                                                                                     Entertain-
                                                                                                                                                       ment
                                                                                                                                                    Playing games
                                                             Christmas                   Exchange of                      Church                        (51%)
Coffee & cake                Taking a walk                    dinner                       presents                       service                      TV (44%)                   Going out
                                                                                                                                                    Performances
     (60%)                         (45%)                        (90%)                         (90%)                        (30%)                        (24%)                          (17%)




Q12a: In the following you will see a list of potential activities for Christmas Eve (afternoon). Please select all applicable activities and rank them in chronological order, i.e.
according to their order in which they take place when you celebrate Christmas Eve.
                                                                                                                                                                                               27
  Festive clothing is only relevant for every 4th German

Basis: n = 923                                                                                                                                 Data in %, mean




                                                                        Total: Ø = 3,2
                                                                        Men:   Ø = 3,0
                                                                        Women: Ø = 3,4*




                                                    37                         37
                                                                                                       26


                                            Not important               Neither important          Important
                                       Low 2 boxes (sacle values 1,2)   nor unimportant     Top 2 boxes (scale values 5,6)



                                                                                                                     *significant subsample differences (p<0,05)
Q11: How important is festive clothing for you on Christmas Eve?
                                                                                                                                                            28
Scale question: 1 = “not important at all”, 6 = “very important”
  Festive clothing is more important for women than for men

Basis: n = 519 / 404                                                                                                                               Data in %, mean




                                                  1 – not important at all        1   2    3    4        5    6            very important– 6




                                Women                      20                11       14            24            21 *           10         Ø 3,4




                                     Men                           31 *               14       14            21          12        8        Ø 3,0




                                                                                                                         *significant subsample differences (p<0,05)
Q11: How important is festive clothing for you on Christmas Eve?
                                                                                                                                                                29
Scale question: 1 = “not important at all”, 6 = “very important”
 Sausages with potato salad are served
 in many German households on Christmas Eve
Basis: n = 923 / 581                                                                                                      Data in %, multiple responses possible




                                                                                  Sausages with potato salad                    37    Former East: 50%*
                                                                                                                                      Former West: 31%



                                                                             Poultry (turkey / duck / chicken)         17

                                                                              Roast goose with red cabbage,
                                                                                       dumplings / potatoes
                                                                                                                     13
             37                  63                        n = 581
                                                                                     Fried beef or pork meat     12

                                                                                         Fish (carp / salmon)    11

                                                                                    Food cooked at the table
          No, we don‘t have a traditional
                                                                                          (raclette / fondue)
                                                                                                                 8
          Christmas meal
          Yes, we have a traditional
          Christmas meal                                                                            Ice cream    7

                                                                                                                     *significant subsample differences (p<0,05)
Q13: Do you have a traditional Christmas meal on Christmas Eve?
                                                                                                                                                            30
Q14: What do you traditionally eat on Christmas Eve? (open-ended question)
 Every 3rd German attends church service on Christmas

Basis: n = 923                                                                                                                                       Data in %




                                                                                                       I regularly attend
                                                                                                                                 6
                                                                                                          church services


                      70                   30
                                                                                            I also attend church services
                                                           Christians:               47%*
                                                                                              on other religious holidays
                                                                                                                                     12
                                                           No religious affiliation: 10%
                                                        Former East: 22%
                                                        Former West: 33%*


                                                                                            I only attend church services
                 I do not attend church service                                                                                      12
                 on Christmas                                                                               on Christmas
                 I attend church service at
                 Christmas

                                                                                                                    *significant subsample differences (p<0,05)
Q9: Do you attend church service on Christmas?
                                                                                                                                                           31
Q10: Do you also attend church services on other religious holidays apart from Christmas?
 The willingness to donate money increases with age

Basis: n = 923                                                                                                     Data in %




                                                         Total        24
                                                  14-29 years    16
                                                  30-49 years         25
                                                  50-69 years              35 *


                                 Former West Germany                  26 *
                                   Former East Germany            19


                                                    Christians         30 *
                                  No religious affiliation       15

                                                                                  *significant subsample differences (p<0,05)

Q8: Do you donate money for a good cause on Christmas?                                                                   32
   Christmas and presents belong together

 Basis: n = 923 / 843                                                                                          Data in %, multiple responses possible



                                                                               Own children (n = 441)               93
                                                                                     Partner (n = 595)            83
                                                                                     Parents (n = 653)            80
                                                                              Grandchildren (n = 111)            76
                                                                              Parents in law (n = 322)        58
Men:       13%*                                                                      Siblings (n = 581)      52
                                                                                                            47
Women:     6%
                                                                          Nephews / nieces (n = 326)
                               9                91        n = 843
Singles:
Couples with
                16%*
                                                                               Grandparents (n = 280)       46
children:       4%
                                                                      Brother / sister in law (n = 381)  28
                                                                    Friends / acquaintances (n = 923)    28
                                                                              Uncles / aunts (n = 397)  20
                  No, I don‘t make presents                                          Cousins (n = 370) 14
                  Yes, I plan to make presents                                  Godchildren (n = 843) 12
                                                                                 Colleagues (n = 843) 7
                                                                          Service providers (n = 843) 7
                                                                                 Neighbours (n = 843)   5
                                                                                                           *significant subsample differences (p<0,05)
 Q23: Do you plan to make Christmas presents this year?
                                                                                                                                                  33
 Q25: Who do you plan to give presents?
  3 out of 4 respondents buy their Christmas presents in the internet

 Basis: n = 843                                                                                                                 Data in %, multiple responses possible




                                         Preferred purchase channel                                                      Willingness to spend


Shop / department store                               80                                                     1-50 Euro   14

                                                                                                           51-100 Euro    20
                        Internet                     74                 30-49 years: 76%*
                                                                        50-69 years: 63%

                                                                                                         101-200 Euro      30
Supermarket / discounter                   24                                                                                              Ø = 244€
                                                                                                         201-300 Euro    18                 Former East: 203€
           Christmas market               22                                                                                                Former West: 258€*

                                                                                                         301-400 Euro     5
              Catalogue order            17     14-29 years: 11%
                                                30-49 years: 22%*                                        401-500 Euro 8

                  TV shopping             2                                                         More than 500 Euro    5


                                                                                                                           *significant subsample differences (p<0,05)
 Q24: Where do you usually buy your Christmas presents?
 Q26: How much money do you plan to spend for Christmas presents this year? (open-ended question)
                                                                                                                                                                  34
 German parents spend the majority of their budget for their children

Basis: n = 843                                                                                                     Data in mean (Euro)


                                     Own children (n = 411)                                                150 €
                                     Grandchildren (n = 84)                                     111 €
                                              Partner (n = 493)                                96 €
                                        Godchildren (n = 99)                      59 €
                                              Parents (n = 522)                  55 €
                              Nephews / nieces (n = 155)                        50 €
                                    Parents in law (n = 186)                  41 €
                                              Siblings (n = 302)              40 €
                     Friends / acquaintances (n = 239)                        38 €
                                 Service providers (n = 60)                  36 €
                                         Neighbours (n = 45)                 33 €
                                               Cousins (n = 53)             31 €
                        Brother / sister in law (n = 107)                   29 €
                                     Uncles / aunts (n = 80)               27 €
                                          Colleagues (n = 56)              26 €
                                    Grandparents (n = 130)                 25 €

Q27: How do you distribute the budget for your Christmas presents among the following groups of persons?                          35
 Men more often let others wrap their presents

Basis: n = 843                                                                                                                                        Data in %




                                 Women                                                                             Men



                                         8
                                                                                                                         32 *

                                                                                                              68
                                   92


                                                                     I wrap them myself

                                                                     I let others wrap presents if possible




                                                                                                                     *significant subsample differences (p<0,05)

Q28: Do you wrap the Christmas presents yourself or do you let others wrap them?                                                                            36
 Gift certificates and cash are most welcome

Basis: n = 843                                                                                                                                    Data in %, multiple responses possible



                                                               Gift certificates                         59

                                                                 Money in cash                          57                    14-29 years: 73%*
                                                                                                                              50-69 years: 40%


                                                                              Books                   50

                                                      Home-made presents                              50

                                                       Cosmetics / perfume                           46

                              PC products (e.g. laptop, netbook, tablet PC)                          45                  14-29 years: 56%*
                                                                                                                         50-69 years: 39%


                                     Tickets (e.g. for cultural or sports events)                    45

                                                         Jewellery / watches                        41

                  Consumer electronics (e.g. gaming console, TV etc.)                               41               14-29 years: 56%*
                                                                                                                     50-69 years: 28%


                                                      CDs / DVDs / BluRays                          41               14-29 years: 49%*
                                                                                                                     50-69 years: 38%

                                                                                                                                             *significant subsample differences (p<0,05)
Q29: Please indicate for each of the following categories whether you would be happy to receive a Christmas present from this category, would be neutral towards
                                                                                                                                                                                    37
Christmas presents from this category or whether you would not enjoy a Christmas present from this category at all.
 Health related products and household goods are only enjoyed by a few

Basis: n = 843                                                                                                                                   Data in %, multiple responses possible



             Health related products (e.g. blood pressure meter etc.)                                   57

       Domestic appliances (e.g. vaccum cleaner, kitchen appliances)                                  48                14-29 years: 40%
                                                                                                                        50-69 years: 62%*


                                                                                                      47
                                                                                                                        14-29 years: 40%
                       Household goods (e.g. cookware, dinnerware etc.)                                                 50-69 years: 60%*


                                                           Navigation system                         44

                              Needlework / handicraft accessories                                   43

                                                                              Drinks                42

                       Body care appliances (e.g. epilators, shavers etc.)                         38

                                          Video games and accessories                             35               14-29 years: 23%
                                                                                                                   50-69 years: 56%*


                 Home accessories (e.g. decorative objects, furniture etc.)                      29            14-29 years: 19%
                                                                                                               50-69 years: 41%*


                                                     Mobile / smart phone                       27             14-29 years: 18%
                                                                                                               50-69 years: 37%*

                                                                                                                                            *significant subsample differences (p<0,05)
Q29: Please indicate for each of the following categories whether you would be happy to receive a Christmas present from this category, would be neutral towards
                                                                                                                                                                                   38
Christmas presents from this category or whether you would not enjoy a Christmas present from this category at all.
 Women enjoy practical and creative presents,
 while men rather wish for IT and electronics
Basis: n = 490 / 353                                                                                                                             Data in %, multiple responses possible


                                                                        Women                  Men

                         Gift certificates                          66                                    57                    Money in cash



                                          Books                       59                                 53                   PC products
                                                                                                                              (e.g. laptop, netbook, tablet PC)



                                                                                                                            Consumer electronics
                   Home-made presents                                 59                                 50                 (e.g. gaming console, TV etc.)




                             Money in cash                            58                                48                   Gift certificates


                                                                                                                         PC accessories
                       Cosmetics / perfume                             56                              43                (e.g. software, mouse, printer)



Q29: Please indicate for each of the following categories whether you would be happy to receive a Christmas present from this category, would be neutral towards
                                                                                                                                                                                   39
Christmas presents from this category or whether you would not enjoy a Christmas present from this category at all.
 Health related products are not enjoyed by both sexes

Basis: n = 490 / 353                                                                                                                             Data in %, multiple responses possible


                                                                        Women                  Men

                  Health related products                                                                                      Health related products
                  (e.g. blood pressure meter etc.)
                                                                       57                                  58                  (e.g. blood pressure meter etc.)



                                                                                                                           Needlework / handicraft
                            Navigation system                           52                              48                 accessories


                          Domestic appliances                                                                             Household goods
         (e.g. vacuum cleaner, kitchen appliances)
                                                                         50                             47                (e.g. cookware, dinnerware etc.)




                                                  Drinks                  47                           46                Domestic appliances
                                                                                                                         (e.g. vacuum cleaner, kitchen appliances)



                                Household goods                           47                         39               Drinks
                       (e.g. cookware, dinnerware etc.)




Q29: Please indicate for each of the following categories whether you would be happy to receive a Christmas present from this category, would be neutral towards
                                                                                                                                                                                   40
Christmas presents from this category or whether you would not enjoy a Christmas present from this category at all.
  Most Christmas presents bring delight

Basis: n = 438 / 593 / 650 / 279 / 320                                                                                                                Data in %, mean


                                                             1 – not content at all        1        2    3    4    5   6               very content– 6


                                                                                                                                                         Ø 5,2
                                               1
                        Presents from children 1 5                       11                    29                          53                            Men:   5,1
                                                                                                                                                         Women: 5,3*




                         Presents from partner 21 7                          11                 30                         49                            Ø 5,1


                                                                                                                                                         Ø 5,0
                         Presents from parents 22 9                               15                    31                      41                       Men:   4,8
                                                                                                                                                         Women: 5,1*




               Presents from grandparents                     31 8                    20                 30                      38                      Ø 4,9



              Presents from parents in law                     5 3 11                      23                 25                    33                   Ø 4,6



                                                                                                                            *significant subsample differences (p<0,05)
Q30: How content are you usually with presents you receive from others for Christmas?
                                                                                                                                                                   41
Scale question: 1 = “not content at all”, 6 = “very content”
 Even undesired presents are kept and stored

Basis: n = 843                                                                                            Data in %, multiple responses possible




                  Undesired presents are…


                                                  …kept / stored             61   14-29 years: 70%*
                                                                                  50-69 years: 56%



                                               …sold / auctioned        32

                 …given as a present to somebody else                   31

                                  …exchanged in the store              23

                                                  …thrown away     4

                                       …given back to donor        2



                                                                                                      *significant subsample differences (p<0,05)

Q31: What do you do with undesired presents?                                                                                                 42
 Undesired presents have a greater chance of being stored
 when received by women
Basis: n = 490 / 353                                                                     Data in %, multiple responses possible




        Undesired presents are …
                                                                     Women               Men

                                           …kept / stored              64 *              56

                                      …sold / auctioned         30                 34

         …given as a present to somebody else                   31                32

                            …exchanged in the store         20                    28 *

                                           …thrown away     4                 5

                                 …given back to donor       2                 2

                                                                                    *significant subsample differences (p<0,05)

Q31: What do you do with undesired presents?                                                                               43
Sociodemographics
 Sex and age

Basis: n = 923 (only persons who celebrate Christmas)                                  Data in %




                                                        14 to 19 years       9

                                                        20 to 29 years            22

                                                  44    30 to 39 years            24
                                56
                                                        40 to 49 years            24

                                                        50 to 59 years           17

                                Women             Men   60 to 69 years   4




D1: Please indicate your sex.
D2: How old are you?
                                                                                            45
 Number of children

Basis: n = 923 / 474 (only persons who celebrate Christmas)                                                       Data in %




                               Children                                                      Number of children


                                                                                   1 child              40


                                                                                2 children              41
                          49                  51              n = 474

                                                                                3 children        13


                                                                                4 children    5
                 No children                1 child or more
                                                                        5 or more children    1




D4: Do you have children?
                                                                                                                       46
D5: How many children do you have?
 Education and religion

Basis: n = 923 (only persons who celebrate Christmas)                                                                     Data in %




                                               School degree                                              Religion


                    Still enrolled at school                5              No religious affiliation            42

                    Hauptschule (grade 9)                   20                        Christianity                   55
             Mittlere Reife / Realschule
                              (grade 10)                              42
                                                                                             Islam    2
                Fachhochschule / Abitur
                        (grade 12 / 13)
                                                                 31
                                                                                        Buddhism      1
                                                Other   1

                                       No degree        1



D7: What is your highest school degree?
                                                                                                                               47
D8: What religion do you feel affiliated to?
 Geographical distribution

Basis: n = 923 (only persons who celebrate Christmas)                                                                                                   Data in %




                                                     Hamburg
                                                                         Schleswig-
                                                                           Holstein          Mecklenburg-

                                 Bremen
                                                                                             Vorpommern                        Baden-Württemberg         11%
                                                                                                                               Bayern                    13%
                                                                                                                               Berlin                     8%
                                                                                                                      Berlin   Brandenburg                4%
                                                                 Niedersachsen                                                 Bremen                     2%
                                                                                                                               Hamburg                    2%
                                                                                Sachsen-Anhalt
                                                                                                        Brandenburg            Hessen                     8%
                                                                                                                               Mecklenburg-Vorpommern     2%
                                                                                                                               Niedersachsen              9%
                                  Nordrhein-Westfalen
                                                                                                                               Nordrhein-Westfalen       22%
                                                                               Thüringen                Sachsen                Rheinland-Pfalz            3%
                                                               Hessen                                                          Saarland                   1%
                                                                                                                               Sachsen                    7%
                                   Rheinland-Pfalz
                                                                                                                               Sachsen-Anhalt             2%
                                                                                                                               Schleswig-Holstein         4%
                                    Saarland                                                                                   Thüringen                  2%



                                                     Baden-Württemberg                     Bayern


                                                                                                                       = 1%

D9: In which federal state do you live?                                                                                                                      48
                                    Christmas is all around:
                           How Germans celebrate Christmas!




                      December 2011
comperis GmbH in cooperation with Marketagent.com Deutschland GmbH
About comperis & Marketagent.com

comperis GmbH is a full-service institute for psychological market research that offers problem oriented solutions and tailored
services for national and international research projects to clients from various industries. comperis employees have specialised
in identifying and analysing motives, values, attitudes and emotions by using qualitative and quantitative research methods.

Marketagent.com is a full-service online market and opinion research institute. Marketagent.com has subsidiaries in Munich,
Vienna as well as Zurich, conducting more than half a million web interviews and realising about 600 online research projects
every year. The core of Marketagent.com’s services is its online-access-panel that includes more than 280.000 (status as of
December 2011) persons in nine European countries and was certified according to ISO Norm 26362 in January 2010 as the first
access panel in the D-A-CH region.



Contact for further inquiries:

comperis GmbH - Institut für psychologische Marktforschung                                 Marketagent.com Deutschland GmbH
Marina Klusendick                                                                                               Christian Jung
Junghansstr. 5                                                                                                Grünbauerstr. 9
70469 Stuttgart                                                                                              81479 München
Germany                                                                                                              Germany

klusendick@comperis.de                                                                                 c.jung@marketagent.com
tel.: +49 (0) 711 128 524 21                                                                          tel.: +49 (0) 89 75 9000 63
fax.: +49(0) 711 128 524 30                                                                           fax.: +49 (0) 89 74 4953 29

								
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