1. shopping
2. gifts

CBI Product Factsheet
Christmas articles in
Germany
‘Practical market insights into your product’
Forecasts of GDP and consumer confidence show positive signs
for the future market for Christmas articles in Germany. Since
2008, imports of Christmas articles from developing countries
(DCs) have been on the rise offering interesting opportunities
for DC suppliers. China is Germany’s largest supplier of
Christmas articles, and, with its large scale of production and
low price, dominates the mid-market. This means that a niche
market has to be reached in order to compete against Chinese
imports.
Although this fact sheet focuses on the German market, most of the information
also applies to other mature European markets. A mature market is a market
where a product’s life cycle has passed both the emergence and growth phases.
Sales and earnings increase more slowly in mature markets than in emerging
markets. Mature market consumers are more experienced through years of
intense marketing efforts and expanding numbers of choices. Whereas any
segment can be targeted, most opportunities are currently in the higher market
segments. Design, hand-made products and branding are of utmost importance
when targeting these segments. Mature European markets include Austria,
Belgium, Denmark, Finland, France, Germany, Luxembourg, the Netherlands,
Norway, Sweden, Switzerland and the United Kingdom.
Product Definition
Product
Christmas
articles
o
o
Theme
Celebrating
HS codes
9505 10 10:
Christmas articles, of
glass (excl. Electric
lighting sets).
PRODCOM codes
32.99.51.30:
Articles for Christmas festivities
(excluding electric garlands,
natural Christmas trees,
Christmas tree stands, candles,
statuettes, statues and the like
used for decorating places of
worship)
9505 10 90:
Christmas articles
Refer to CBI’s Market
(excl. glass, candles
Intelligence Trend
and electric lighting
Mapping for more
sets, natural
information on this
Christmas trees and
theme.
Christmas tree
stands).
Christmas articles may consist of Christmas baubles, tree toppers, figurines made of glass, wood,
ceramics, textile, etc. and other Christmas (table) decorations.
As Christmas articles vary greatly, production methods and materials differ significantly, ranging
from wood, plastic, cotton, etc.
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CBI Product Factsheet Christmas articles in Germany
Product Specification
Product specifications
Product Categories
and Consumer Needs
Christmas brings to the fore a number of consumer needs that are also important for Home Decoration as a
whole. Consumers see this part of the year as an important shopping moment, and sales in home decoration
reach their annual peak between August and December. Christmas shopping can be quite impulsive. During this
time the consumer tends to drop his or her price sensitivity. As a result, a few clear needs can be seen as
underlying Christmas sales in our industry. Decorating is an important buying motive at this time of the year.
The consumer has a tendency to decorate both the inside and the outside of the home with accessories
expressing the sentiment of the season, ranging from sheer joy to a sense of spirituality. Also, Christmas, for
many, is related to giving: presents are exchanged within a family setting and/or the circle of close friends.
Along the same lines, the sharing of good will and positive feelings amongst the inner circle takes place in the
form of lavish dining. Christmas items within home decoration can, therefore, be classified as:

specific shopping goods rather than everyday commodities

decorative accessories bringing forward the typical associations and character of Christmas

gifts

goods related to cooking and eating.
This fact sheet will discuss decorative accessories for the home, and mostly those for inside.
Christmas Decoration 
– main product groups



This fact sheet focuses on those product groups that contribute to the decoration of the home – especially
the living room – during Christmas, with a low-tech, hand-made and natural character. Christmas tree
decoration is the main focus, which includes articles like baubles, bells, angels, figurines, etc.
In line with technological developments in society as a whole, Christmas has become increasingly hi-tech,
3D, mechanised, animated and ‘plugged in’. This report will not touch upon this group.
Lighting is of vital importance to express the joy of Christmas – it incorporates Christmas tree lights and the
increasing tendency to decorate the outside of the home with lighting too, as well as candle lighting to create
atmosphere. Both product groups are outside the scope of this report (for candles, refer to Product Fact
Sheet ‘Candles’ (2012)).
Dinnerware is a prime product group for Christmas, too, and consumers consider this an occasion for lavishly
decking out the table. For ceramic tableware and glassware, as well as cutlery, refer to Product Fact Sheets
2012. The greeting card industry also reaches its peak during Christmas, although the electronic media are
increasingly playing a role. This will also not be dealt with in this report.
Christmas Decoration
– themes and motives
As mentioned in Trend Mapping, the driver behind Christmas decoration is the consumer’s need to create an
ambience, a feeling of cosiness in the home, a warm and inviting atmosphere, with a touch of spirituality. This
ambience is created through a number of influences:
o Religion/spiritual (e.g. angels, bells, nativities)
o Santa Clause / Father Christmas story (reindeers, sleigh, socks)
o Winter season (snowflakes, snow on trees, starry nights)
o All that contributes to a sense of going back to the innocence of one’s childhood or to peace and tranquillity
generally (novels by Dickens, a famous British writer, or Disney)
o Romance (consumers want to huddle up with their close ones during the festive season – so hearts and
other love tokens are very much part of the Christmas vocabulary)
To stay within these themes is important for DC exporters, but to add to it is equally important as consumers
want to see familiar themes in a new translation every Christmas, to allow them to shop, give and decorate
again to their heart’s content.
Quality
Christmas items are seasonal and trendy: in most cases, consumers want to ‘update’ their Christmas ‘look’
every year, and much of the collection of Christmas accessories is, therefore, replaced by the latest on offer.
Durability is, therefore, a less prominent quality norm than usually in home decoration. Also, because of the
emphasis on atmosphere in the home, the product quality of individual items receives less focus than how such
items fit into the theme. As a consumer event, Christmas is a mass market and essentially a mid-market in
terms of its consumer values. This means that prices and designs need to be accessible for the majority of
consumers. As consumers do want choice, Christmas articles come in different sizes, shapes, colours and
materials, but within the themes and styles described above. They are often offered in convenient collections
and sets, to reduce consumers’ choice anxiety. In the more premium niches, product and aesthetic quality are
both of prime importance.
Labelling
Your label on the outer box should include information concerning the product such as the material, quantity,
size, volume, producer (logo), consignee, country of origin and caution signs. Information on the carton should
correspond to the packing list sent to the importer. On the product label, EAN/Barcodes are widely used within
Europe.
For all glassware and porcelain articles it is strongly recommended that you label all boxes with warning notices
such as “FRAGILE!” or “Handle with care!”.
Fragile!
This side up!
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CBI Product Factsheet Christmas articles in Germany
Please note, your buyer will specify what information they need on product labels or on the item itself (logos,
'made in..'). This forms part of the order specifications. All labelling must be in English.
Packing and packaging Christmas articles should be packed in accordance with the importer’s instructions. Every importer will have
product
their own specific requirements related to the use of packaging materials, the filling of cartons, palletisation, and
the stowing of containers. Always ask for the importer’s specifications as part of the order specifications. The
balance is between using maximum protection and avoiding excess materials (waste removal is a cost to
buyers) or shipping ‘air’.
Proper packing minimises the risk of damage due to fluctuations in humidity and especially shocks. Packaging
usually consists of plastic wrapping to protect the fabric from water and staining. Packaging dimensions and
weight should make it easy to handle. Ideally, it should be possible to place the boxes or bales together on
pallets.
At retail level, Christmas articles are often sold as loose items, allowing consumers to create their own
collection, although often within one theme or style. Consumer packaging is, therefore, not very relevant, and
seasonal wrapping is done at point of sale. In the lower segments, ‘more for less’ is an important selling point,
and here pre-packaged sets are offered in basic, functional packaging.
The retailer wants to add their branding to the final gift at point of sale, and sometimes the supplier is asked to
print tags or labels, although it is usually part of the retailer’s own marketing communication and produced in
Europe.
Illustration
Low end: ‘more for less’
Mid end: ‘atmosphere’
High end: ‘craftsmanship,
brand’
Sources:
Wenzhiu Baisheng
Handicrafts
Braxton Home
Alessi
Legislative requirements
Product safety and Liability
The General product safety Directive
(GPSD), which applies to all consumer
products, states that all products marketed in
the EU should be safe. The purpose of the
legislation is to ensure consumer safety.
The Liability Directive states that the EU
importer is liable for the products put on the
European market. The EU importer, however,
can in principle pass on a claim to the
producer/exporter.
Packaging
Packaging and packaging waste EU
packaging legislation restricts the use of certain
heavy metals, among other requirements.
Considerations for action
 Consider implementing a management
system or code of conduct in order to show
to your buyer that you have taken
appropriate safety measures.
 Make sure your products are safe to avoid
product liability claims for defective
products.
 Reduce the amount and diversity of your
packing materials by:
partitioning inside the cartons with the
help of folded cardboard,
matching inner boxes and outer cartons
better and standardising the sizes of
each,
considering packing and logistical
requirements at the design stage of the
products
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CBI Product Factsheet Christmas articles in Germany
asking your buyer for alternatives
Consider using biodegradable materials
which may form a market opportunity or
even a demand from your buyer.
Wood packaging materials used for
transport The EU sets requirements for wood
packaging materials (WPM) such as packing
cases, boxes, crates, drums, pallets, box pallets
and dunnage (wood used to wedge and support
non-wood cargo).
Wood preservatives
The EU has restricted the use of arsenic and
creosotes as wood preservatives. Although
these preservatives are not very commonly
used anymore (especially not in consumer
goods), you have to make sure that your
products do not contain these hazardous
substances.
CITES
The Convention on International Trade in
Endangered Species (CITES) lays down
provisions for international trade of endangered
species. The EU has set additional import
restrictions.
 Avoid wooden crating and packing. They are
increasingly banned by importers because of
the high cost of disposal, and because they
are often unsustainable and costly.
Investigate and source alternative packing
materials that are economical and
sustainable.
 If you do need to export products wrapped
with or supported by wood packaging
materials during transport, you have to
make sure that your WPM complies with
requirements.
 As wood treated with creosote or arsenic
compounds may not be placed on the EU
market, use safer alternatives for wood
preservation (such as using heat or vacuum
treatments).
 Link up with companies that are specialised
in wood preservation.
 Before exporting your products to the EU,
you should check with the CITES
management authority of destination, or
with your importer, whether there is any
restriction that may impact the import into
the EU.
Non-legislative requirements
Sustainability Consumers are increasingly
aware of social and environmental
circumstances during production. As a
consequence, requirements regarding
sustainability and certification are increasingly
important to buyers.
Considerations for action
 Think about sustainable production methods
and consider certification because this adds
value to your products. This is useful when
targeting the higher market segments.
Implementing a management system (or using
sustainably produced materials) may give a
competitive advantage.
Codes of conduct EU buyers may expect you
to comply with their supplier codes of conduct.
This can be the importer’s own code of conduct
or a code of conduct as part of an initiative in
which the importer is participating (e.g. BSCI).
The following are examples of initiatives
regarding sustainability, which may possibly be
relevant if you want to export to the EU:
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CBI Product Factsheet Christmas articles in Germany
The Business Social
Compliance Initiative (BSCI)
has been developed by
European retailers to improve social conditions
in sourcing countries. Suppliers of BSCI
participants are expected to comply with the
BSCI Code of conduct. To prove compliance,
your production process can be audited at the
request of the importer. Once a company is
audited, it will be included in a database which
can be used by all BSCI participants.

Since more and more European importers
are participating in BSCI, you can expect
that complying with the BSCI code of
conduct will be seen as a basic
requirement. Because it can harm your
position on the market if you are far from
complying with this initiative, you are
advised to anticipate by performing a selfassessment, which is available at the
website of BSCI.
ISO 14001 Certification scheme which
provides generic requirements for an
organisation's environmental policy.

SA 8000 Certification standard by Social
Accountability International (SAI) for the
improvement of working conditions.

This standard can be used to reduce the
cost of waste management, reduce
distribution costs and improve your
corporate image. Therefore, consider ISO
14001 certification which may form a
market opportunity or even a demand from
your buyer.
Consider SAI certification which may form a
market opportunity or even a demand from
your buyer.
Besides the social and environmental aspect of
production, Fair Trade certification
also covers a fair wage to labourers
involved in the production of
Christmas articles.

Acquire Fair Trade certification to enter the
fair trade segment. Compliance with fair
trade norms will also make it easier to
acquire other social and environmental
norms, as it is the most integrated system
for sustainability.

FSC or similar norms for the sustainable
management of wood or other raw
materials will increasingly adopt a legal
character or become a way to influence
consumer choice. Exporters should build
such values into their offer, even at the
stage when they are optional in the trade,
to anticipate future demand.
FSC certification assures
environmentally appropriate use of
the forest.
Trade and Macro-Economic Statistics
Figure 1: Production of Christmas articles in Germany
compared to European average, value in € million*
14
12
10
8
6
Christmas article glass
Christmas article other
Europe average (total)
4
2
0
Source:2007
Bundesambt
Statistik2010
(2013) 2011
2008 für2009
2012
* Christmas article other not available from 2009
* Europe average 2012 not available
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CBI Product Factsheet Christmas articles in Germany
Production of Christmas articles is
declining
 German production of Christmas articles
(made of glass) showed an average annual
decrease of 3.3% during 2007-2012 .
 This decline is likely the result of
‘outsourcing’. Within Europe, as well as in
Germany specifically, more and more
production (of home decorations) is being
outsourced to external countries. This is as
well explained by the increase of imports
sourced in DCs (see Figure 4) and a decline
in intra-EU trade. This development is
expected to continue during the coming
years.
 Note that the European average was
calculated with the exclusion of several
European countries1 and can thus only be
considered as an indication. In general, the
average European production of Christmas
articles shows a decline.
Considerations for action
 In your market entry choice, Germany
deserves priority as trade fairs in Germany
(Ambiente, Tendence) are interesting entry
points.
 DC exporters may be able to fill the
production gaps left by German and EUbased producers and may do well to study
the Christmas industry and its needs (refer
to ‘Product Specification’).
 If you are a producer of Christmas articles
made of glass, monitor its production in
Germany (which is a main producer of
Christmas articles of glass) If production
declines, it might indicate that there is a
need for new sources for Christmas articles.
Consumption
Because of the insufficiency of production data, apparent consumption could not
be calculated. However, according to the annual estimate by the IFH Retail
Consultants Institute on behalf of Messe Frankfurt, German consumers spent
approximately € 2.72 billion on Christmas and festive articles in 2012, indicating
a small decrease of 1.5% compared to the previous year. This means the good
level of spending has remained constant at around € 2.7 billion since 2010.
Interviews with buyers confirm that, overall, it is a growth market with Germany
in a leading role.
Figure 3: GDP in Germany, % change on
previous year
Figure 2: Consumer confidence indicator, Germany
compared to EU27, 2008-February 2013
15,0
4,5%
10,0
4,0%
5,0
0,0
jan-08
-5,0
3,5%
jan-09
jan-10
jan-11
jan-12
3,0%
jan-13
-10,0
EU27
-15,0
Germany
2,5%
EU 27
average
Germany
2,0%
1,5%
-20,0
1,0%
-25,0
0,5%
-30,0
0,0%
2010
-35,0
2011
2012
2013
2014
-40,0
Source: Eurostat
(2013)
Economic indicators look relatively
favourable
 As also mentioned in CBI Trade Watch, the
home decoration sector is closely linked to
economic conditions; as soon as incomes
Source: Eurostat (2013)
Considerations for action
 Consider Germany a major export
destination for Christmas articles, even
during times of economic adversity, because
this mature market does relatively well
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CBI Product Factsheet Christmas articles in Germany
decline, people start cutting back
expenditures on non- or less essential
products, including Christmas articles.
Indicators, such as consumer confidence
and GDP, are of major influence on
developments in the German Christmas
article market. Although consumer
confidence remains negative at this
moment, it is increasing when compared to
a couple of months ago, which could be a
sign of recovery. Compared to the EU27
forecasts, consumer confidence is high in
Germany, indicating that the market for
Christmas articles does relatively well here.
GDP is forecast to increase at a stronger
rate towards 2014 than during previous
years, which is likely to influence Christmas
articles purchases positively. Compared to
the EU27 average, Germany does well on
GDP indicators.



compared to others in Europe.
Monitor consumer confidence and GDP,
because when these turn positive,
expenditure on Christmas articles is
expected to increase.
Figure5: German top 2 leading suppliers of
Christmas articles, value in € million
Figure 4: German imports of Christmas articles, intraEU and DCs, value in € million
100
100
90
90
80
80
70
70
60
60
50
Intra-Europe
50
40
DCs
40
30
30
20
20
10
10
0
2008
2010
China
Netherlands
0
2012
2008
Source: Eurostat (2013)
2010
Source: Eurostat (2013)
Figure 6: Other leading suppliers of Christmas articles to Germany,
value in € million
6
Austria
5
Czech
Republic
4
Poland
3
Slovakia
2
India
1
Ukraine
0
2008
2010
2012
Source: Eurostat (2013)
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2012
CBI Product Factsheet Christmas articles in Germany
Imports from DCs are growing dominated,
however, by China’s supplies
 Germany is the second largest European
importer of Christmas articles and imported
€ 119 million worth of Christmas articles in
2012. China is Germany’s largest supplier of
Christmas articles and has a total share of
72.6% in total imports. The Netherlands
ranked second as leading suppliers; this
mainly concerns re-exports (supplied
principally by China ) as Dutch production of
Christmas articles is insignificant.
 Imports from DCs increased by 4.3%
annually on average between 2008 and
2012 and accounted for 76.3% of total
imports. Thus, China is supplying the vast
majority of imports sourced in DC.
 It is expected that China’s share of imports
will remain stable. However, if production
costs (labour, transport, raw material)
increase, and more attention is paid to
sustainable or environment-friendly
production, opportunities will exist for other
developing countries like Vietnam and India.
Figure 7: Total German exports of Christmas articles,
value in € million
value in € million
Considerations for action

Monitor developments in Chinese
production, a major competitor to (other)
DC suppliers. It may be that increasing
costs of production and a growing internal
market in China may lead to a loss of
market share in the EU that could become
available to other suppliers from DCs.
As China is dominating the lower and mid
markets, DCs are advised to focus on more
premium, niche segments with the help of
supreme craftsmanship, origin or any such
differentiating values.
Source your new partners in distribution in
the Netherlands, as they are the main
importer-exporters of Christmas items into
Germany and the EU as a whole.
Invest in long-term relationships with your
buyers, giving them less incentive to switch
to a competitor (refer to CBI Buyers’ Black
Box Home Decoration and Home Textiles).



Figure 8: Top 10 export destination of German
Christmas articles, value in € million
DCs
80
10
70
9
Czech Republic
8
Switzerland
7
United States
6
United Kingdom
60
50
40
5
30
4
20
3
Poland
Russia
Netherlands
2
10
Austria
1
0
2008
2010
France
0
2012
2008
2010
2012
Italy
Source: Eurostat (2013)
Germany as important entry point for
export to surrounding markets

German exports of Christmas articles
decreased by 5% annually on average
between 2008 and 2012, to a total value
of € 54 million. The dip can be a result of
the economic crisis between 2008 and
2010 (refer to CBI Trade Watch on Home
Decoration). However, after 2010, exports
started to show growth again up until
2012.

German exports of Christmas articles are
predominantly supplied to other European
Considerations for action

As Germany mainly supplies to surrounding
European countries, consider it as a possible
entry point to reach surrounding markets,
including BRIC market Russia.
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CBI Product Factsheet Christmas articles in Germany

destinations (such as Austria, Switzerland,
the UK) and the United States.
Germany and the Netherlands are
expected to remain main players in the
market for Christmas articles due to
consolidation.
Market Trends
New trends offering opportunities for DC
suppliers

Christmas is a relatively conservative
market, especially in terms of its colour
palette and larger themes (See ‘Product
Specifications’). Within these parameters,
lifecycles of product lines or collections can
be extremely short, some lasting one
season only.

On the other hand, an increasing consumer
trend in the celebrating theme is collecting.
Instead of replacing previous years’
collection, there are also consumers who
are stimulated into buying additions to
previously-issued Christmas articles to
complete or add on to their existing sets.

Also visible in Figure 4 and according to
industry experts, intra-EU trade of
Christmas articles is expected to increase.
EU countries are becoming more important
as Christmas article suppliers because of
their ´greater service´ (e.g. specific
requirements can more easily be supplied
by European countries than China for
logistical reasons), and also rising costs
(wages) in the major Christmas articles
supplier China.

The sustainability trend is pressuring
suppliers to source for more ethical and
sustainable products. Specific certification
(e.g. fair trade, organic or rainforest
alliance) may be necessary to supply
certain buyers and to enter certain
(niche/premium) markets. Moreover,
certification adds value to a product and
increases its competitiveness.

The Christmas market, like home
decoration in general, is becoming more
‘lifestyle’. This means it will involve even
more product categories: the fragrance
industry is entering, personal accessories,
home textiles, even furniture are getting a
Christmas twist; and all are responding to
similar trends. Trade fairs (e.g. Christmas
World in Germany) are now seen to
combine festive sales with general home
Considerations for action
 In targeting the middle segments of the EU
market for Christmas decoration, DC
exporters are first and foremost advised to
work from the accepted look and feel, e.g.
from the Christmas tree as the centre piece,
and green, red, silver and gold as the
eternal colours of Christmas; balls, stars
and angels, etc. Such basic premises will
not change, as they are part of the
consumer’s identification with the Christmas
season.
 The almost total annual renewal of
collections, demands supreme flexibility
from suppliers. This annual innovation takes
the form of ‘restyling’, or adding new
colours and decorations to existing forms or
items.
 New entrants into the EU market for
Christmas decoration may differentiate on
materials (new, local materials) or material
combinations rather than ethnicity2.
 The fair trade movement traditionally has
been a market segment offering religious
and Christmas-related collections that may
be interesting for DC exporters, especially
for those with more local culture in their
styles.
 The more niche the segment, the greater
the freedom for suppliers to develop their
own style or go beyond the normal
associations dominating Christmas
collections. In premium segments,
Christmas items are often sidelines, rather
than rigid concepts; humour or even
minimalist styles may go here; green
values, natural concepts – in brief: deviation
from the norm is accepted in niche
segments.
 DC exporters who are already marketing in
mid markets in home decoration may find it
relatively easy to develop the festive market
as well, as they are already used to
manufacturing nostalgic or romantic
products. The German Christmas World
trade fair may be a good platform for
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CBI Product Factsheet Christmas articles in Germany

and garden.
Convenience is an important trend in this
market. Importers have a preference for
‘one-stop-shopping’: finding everything at
one supplier, such as a tree, including its
decorations and the lighting, but perhaps
also non-Christmas-related home
decorations. With so much pressure on
costs and efficiency, importers also look for
exporters offering complete concepts, large
variety and flexibility in product
development.
Please refer to CBI Trend Mapping for Home
Decoration and Textiles for more information on
general trends in home decoration, and the
celebrating theme specifically.



promotion.
DC exporters wishing to market Christmas
accessories need to offer opportunities for
‘one-stop-shopping’ – a broad set of
categories, materials and techniques and
great flexibility in product development. If
you can also fill in the Buyer’s non-festive
collections, your position may be even
stronger.
To help the importer build and maintain a
brand (e.g. Black Box Trees by Edelman;
Dansk by Lennox), suppliers offering
background stories (e.g. of making and
makers) and excellent service (e.g. extra
spare parts, pre-stocking) will add a
meaningful contribution.
Besides it being a growth market, also
consider entering the Christmas segment as
a way of learning about range development.
Quite often, the larger importers will start
their development more than 18 months in
advance, tackling the process step by step
from mood board creation to sampling and
trade fair promotion. Exporters, who are
part of this process, will end up being
professional suppliers by any standards.
Market Channels and Segments
Please refer to CBI Market Channels and Segments for Home Decoration,
because Christmas articles channels and segments do not differ significantly
from this general overview. The following considerations for action should be
taken into account for the Christmas articles market:




The market for Christmas decoration is a
mid-market in terms of its mass appeal of
friendly-priced goods with accessible
designs in a number of set styles and
‘atmospheres’. In line with the mid-market
consumer’s need for convenience,
Christmas accessories can be found almost
anywhere, from department stores to
garden centres, off- and online.
As opposed to the normal market for home
decoration, in mature markets such as
Germany, premium niches offering high
design, limited editions and branding are
relatively smaller.
Segments based on sustainable values are
relatively smaller than in home decoration
generally, but may be expected to grow.
A special character of the Christmas market
is its seasonality. Exporters opting for this
segment must be aware that Christmas
sales have a limited time slot in the sales
calendar.
Considerations for action

Know your market: the main distributors
and brands, trade fairs, consumer needs
and apply your knowledge to drive
innovation in production, market
development, pricing strategies, investment
in packaging and communication, etc.

Consider going niche, based on your
craftsmanship, special materials or stories,
but be aware that it may be a smaller
market than normally in mature markets
such as Germany. They may, however, be
quite profitable. Niches can include fair
trade, ‘designer’ or branded offers.

A seasonal market such as Christmas can
be attractive for a concept where other
festive occasions are also considered
(Valentine’s Day, weddings, Easter,
birthdays, etc.), or where the exporter
already has a footing in the regular midmarket for home decoration.
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: [email protected] • www.cbi.eu/disclaimer
CBI Product Factsheet Christmas articles in Germany

E-commerce is also important in the market
for Christmas accessories, and is expected
to grow.


E-commerce is growing in importance.
Consider targeting online retailers, in order
to reach a broader range of customers. This
means, however, supplying small
batches/individually packed items, being
prepared to pre-stock and offering more
just-in-time supply concepts. Since ecommerce is expected to grow explosively
in the coming years, this is a strategy for
exporters with the possibility of scaling up
over a short span of time.
In sourcing e-tailers, exporters can consider
several options: brick and-mortar retailers
adding e-commerce to their concept;
wholesalers developing an on-line platform;
e-tailers in other sectors (books, music)
moving into home decoration. Keep an eye
on these developments.
Market Competitiveness
Please refer to CBI Market Competitiveness for home decoration, because
Christmas article competitiveness does not differ significantly from this general
overview. A special ritual of Christmas is that consumers are making their own
decorations, either for themselves or as a gift. This substitution is a tiny threat
for DC exporters. However, suppliers can deal with this by offering semi-finished
items or items that consumers can use to decorate themselves.
Useful Sources
Trade fairs are still the most important way to meet new clients within the home
decoration sector. Therefore, your best options to meet potential German buyers
are:
Christmas World: http://christmasworld.messefrankfurt.com
Maison et Objet : http://www.maison-objet.com/
Ambiente : http://ambiente.messefrankfurt.com
This survey was compiled for CBI by ProFound – Advisers In Development
in collaboration with CBI sector expert Kees Bronk (GO - Good Oppertunity)
Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: [email protected] • www.cbi.eu/disclaimer