Map of the Month: Online & brick-and-mortar purchasing power for furnishings, Germany 2020

GfK’s Map of the Month for September illustrates the 2020 regional distribution of purchasing power for furnishings via online and brick-and-mortar retail in Germany.

Residents of the urban district of Wolfsburg spend 26.5 percent more online for furnishings than the German average, putting them in first place among the country’s 401 urban and rural districts. But this same district is ranked sixtieth when it comes to per capita brick-and-mortar spending on this product line. First place for this channel goes to the rural district of Starnberg, whose inhabitants spend 33.9 percent more on this product line than the national average. Among Germany’s ten largest cities, Munich (index: 128.5; 100 = national average) is the undisputed forerunner with respect to brick-and-mortar purchasing power for furnishings, while Hamburg (index: 95.6) takes first place in terms of online purchasing power for this product.

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GfK’s product-line purchasing power for online and brick-and-mortar retail allows retailers and manufacturers to adjust their sales and marketing strategies based on regional consumer preferences.

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