Shopping on Saturday loses momentum in Germany

By: Trademagazin editor Date: 2023. 09. 25. 09:11

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Saturday remains the number one shopping day for German consumers, but this is declining. Only 18 percent still prefer to go shopping on this day (2022: 24 percent). This is one of the results of the “Shopper Guide 2023” by Bring-Labs.

For the study, 4,340 users were interviewed and anonymised shopping lists from the app were analysed in the period from 1 to 7 August.

Among other things, the Shopper Guide shows that offers are becoming increasingly important. While they were already very relevant for 41 percent of those surveyed in 2021 and for 46 percent in 2022, this figure has risen to 55 percent by 2023. More than half of consumers (54 percent) study offers carefully and see them as part of their weekly shopping planning. Almost two-thirds (63 per cent) make decisions based on current offers and promotions, whereby more than half of them (53 percent) even choose the shop based on these.

When choosing what ultimately ends up in the shopping basket, Germans show their penchant for the familiar, according to the survey. Because since 2020, the top three products on the shopping lists is Germany have remained unchanged: First place goes to milk, followed by eggs and tomatoes. In 2023, the order was as follows: 4. bread, 5. cheese, 6. yoghurt, 7. butter, 8. bananas, 9. cucumbers, 10. potatoes.

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