The Federal Statistical Office has determined the importance of the Christmas business in retail trade for the years 1998 to 2006. According to those figures, about one fifth (19%) of the total annual turnover in retail trade is achieved in November and December. This means that the turnover in those two “Christmas months” is larger than the annual average: On average, the retail sector achieves just about 16.7% of its annual turnover in two months.

For individual branches, however, the Christmas business had considerable importance: In retail trade with games and toys, which includes Christmas tree balls, the Christmas business is most important. There, the turnover share of the Christmas months of November and December in total turnover of 2006 was 31%; in 1998 the share was 34%. A slight downward trend was also observed for retail trade with watches, clocks, precious metal products and jewellery: While in 1998 the Christmas business was still 30% of annual turnover, it levelled off at some 28% over the last three years. In retail trade with china and glassware (dinnerware and drinking glasses), the turnover share of November and December was more stable. It always was around 27% of annual turnover. A positive trend was recorded in retail trade with consumer electronics, starting with a 22% increase in 2003 and achieving a 25% rise in 2006. An opposite trend was shown in retail trade with cocoa, chocolate and sugar confectionery (–30% in 2003 and –26% in 2006).