German retail forecasts predict shift in 2026 holiday shopping trends

Projections for the 2026 holiday shopping season in Germany indicate a shift in consumer behavior, with a growing emphasis on price sensitivity and early planning. According to data from Sensormatic Solutions, a retail solutions portfolio of Johnson Controls, the Saturday following Black Friday (November 28, 2026) is expected to be the busiest shopping day for brick-and-mortar retail, surpassing the traditional ‘Super Saturday’.

Other key dates in the shopping calendar include the ‘Super Saturday’ on December 19, followed by various Saturdays in December and the Wednesday before Christmas. Consumer trends show that approximately 60% of shoppers intend to purchase during the Black Friday period, a 7% increase from the previous year. Many consumers are now looking for deals earlier in the season and focusing heavily on discounts.

The 2026 shopping cycle is structured around several phases: Black Week (November 23–29), Black Friday (November 27), the Black Friday weekend (November 28–29), and Cyber Monday (November 30). Retailers are advised to focus on early planning and stock availability to meet the demand of shoppers who are increasingly targeting specific promotional periods to manage their gift-buying expenses.