TOM 12 2023

Page 17 MAP OF THE MONTH December 2023
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-andmortar
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.