Price Wars 2025 - Germany Edition

Which retailers will stand out as affordable? Where will buyers find deals in each category?

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The 2025 holiday shopping season arrives amid cautious optimism for German retailers. After two years of mild economic contraction, Germany’s economy is projected to stagnate this year, with modest growth in private consumption supported by rising purchasing power and lower interest rates¹. Although investment remains subdued due to tighter financing conditions and persistent uncertainty, consumer activity is expected to provide a small but vital lift to the retail sector.

For the 4th year, Profitero+ conducted a Price Wars study, which compares item-level price competition across the German online retail landscape. The study compares everyday online prices on more than 8,000 items in 15 categories across 12 leading retailers, including Amazon, DM, Otto, MediaMarkt and Rossman.

Get a copy of this report to understand where shoppers expect to find the best deals ahead of the holiday season, which categories are the most competitive, and which retailers have earned the highest low price reliability.

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Sources:

¹ economy-finance.ec.europa.eu

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