GfK's Map of the Month for December reveals the purchasing power for toys and hobbies, which are popular Christmas gifts, in Germany's urban and rural districts (study "GfK Purchasing Power for Retail Product Lines Germany 2014").
The product line "toys and hobbies" encompasses products such as board, dice and card games, puppets, stuffed animals, toy cars, models, handicrafts and painting supplies, musical instructions, coins, stamps and other collectibles, antiques, etc. The average purchasing power per German inhabitant for this product line is €116, but there are significant regional variations: Residents of Starnberger lead the pack with 30 percent (€151) above the national average; at the other end of the spectrum are inhabitants of the district of Erzgebirgskreis, who have 19 percent below the national average (€94). The districts of Südliche Weinstraße and Odenwaldkreis have purchasing power values in line with the national average.
Additional information on the purchasing power study for retail product lines can be found in our press release at www.gfk.com/news-and-events/News/Pages/GfK-Purchasing-Power-for-Retail-Product-Lines-2014.aspx.
Download the map in high-resolution JPG format (14.8 x 21 cm) here (approx. 1.1MB).
The map may be freely distributed and reproduced if the following attribution is included: “Illustration: GfK”.
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