Peak season is coming! 42% of young Germans hope to consume through live streaming

Affected by the global supply chain crisis, many imported goods and raw materials in Germany are stuck on the way. Merchants can only reduce the variety of store goods and focus on best-selling goods. And the prices of goods have also risen.

Despite this, at the end of the year, the arrival of various shopping festivals and Christmas did not dampen the shopping enthusiasm of local consumers. According to the latest local survey report, 21% of German consumers plan to start Christmas shopping earlier than last year ; 16% of consumers even start preparing Christmas gifts in September to deal with problems such as product shortages. In addition, another 16% of consumers choose to "take action" on Black Friday to prepare Christmas gifts.

As the economy gradually recovers, people's wallets are starting to get fatter, and their enthusiasm for spending is also rising. Compared with last year, 17% of consumers said they plan to spend more on Christmas gifts. This phenomenon is more obvious among the younger generation. 35% of Generation Z consumers and 30% of millennials will increase their shopping budgets this year.

As social media has a growing influence on people’s daily lives, most young consumers will check relevant product images and information on social media platforms before purchasing goods. In addition, live streaming with products on the platform is becoming more and more popular.

The report shows that in Germany, 42% of Generation Z consumers and 49% of millennials said they would like to try live shopping.

Regarding the live streaming method of selling goods, many consumers said that when shopping through live streaming, they can see the dynamic effects of the products and communicate with the anchor in real time, directly letting the anchor show the part of the product they want to know, saving a lot of waiting time.

According to data from Statista, the most popular social media platform among Germans is WhatsApp, with 87% of Internet users saying they have used the program; YouTube ranks second with 69%; and Facebook ranks third with a slight gap of 63%.

With the booming development of social media, more and more platforms have launched live broadcast and shopping functions to attract users to consume. More and more companies and enterprises have discovered the impact of advertising on their brand sales and image through social media. In addition, with the expansion of shopping platforms, brand positioning and advertising on applications such as Instagram and Tik Tok will become more targeted. Sellers can also refer to relevant data to develop a promotion method that suits them.

Germany

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