Map of the Month: GfK Purchasing Power for Toys & Hobbies, Germany 2023

GfK’s Map of the Month for December shows the 2023 regional distribution of purchasing power for toys and hobbies via online and brick-and-mortar retail in Germany.

The holidays are just around the corner, and children in particular can hardly wait to unpack their presents. But where in Germany do people buy the most toys? GfK’s study on purchasing power for retail product lines shows that there are significant regional differences in terms of spending potential for toys and hobbies – both in online and brick-and-mortar retail.

The inhabitants of the rural district of Munich spend €86 per capita online, which is more than 29% above the German average, on toys and hobbies – putting them in first place among all 400 urban and rural districts in the online retail channel. In contrast, the urban district of Gelsenkirchen is in last place with a per capita purchasing power of €48. Residents of the urban district of Wolfsburg have the highest spending potential in brick-and-mortar retail. At €81 per person, this is almost 35 percent above the national average. In the last-placed urban district of Hamm, on the other hand, residents only have €44 available for their toys and hobbies spending in brick-and-mortar retail.

Download the map in high-resolution JPG format...

The map may be freely distributed and reproduced if the following attribution is included: "Illustration: GfK". 

Further insights into GfK's market data offering can be found here.