Global retail trends show varied consumer spending amid inflation and debt

E-commerce markets in Germany and the United States are showing divergent trends amid economic pressures. In Germany, the Federal Association of E-Commerce and Mail Order (Bevh) reported a modest 2.9 percent increase in third-quarter online sales, reaching approximately 18.5 billion euros. This growth lags behind the September inflation rate of 3.3 percent. Notably, the market share of major Asian platforms like Shein, Temu, and AliExpress fell to 3.1 percent in Germany, following a 35.5 percent revenue drop for these entities in the third quarter. This decline is attributed to the removal of the 150-euro customs exemption, which now subjects small shipments from third countries to customs duties.

In the United States, retail sales for the holiday season are projected to grow between 4.3 and 4.9 percent, potentially exceeding 1.7 trillion dollars. According to a study by the ICSC, 78 percent of consumers intend to spend at least as much as last year. However, financial strain remains a significant factor, with nearly half of respondents expressing concern over financing gift budgets and approximately 50 percent citing personal or household debt as a pressure point. Consumers are expected to be more value-conscious, with a high reliance on discounts and promotions to drive store visits.