Munich, Bavaria – As the Munich Christkindlmarkt on Marienplatz drew to a close on Christmas Eve, it reported a highly successful season, attracting an impressive 3.2 million visitors. This figure marks an increase from the 3.1 million visitors in 2024, highlighting the market’s enduring appeal as a major public attraction. However, this festive success stands in stark contrast to the broader retail landscape in Bavaria, which continues to grapple with consumer reluctance.
Munich Christkindlmarkt: A Resounding Success
The Christkindlmarkt, which ran for 31 days, officially concluded at 2:00 PM on December 24th, following a traditional performance by the Grünwalder Turmbläser from the Rathaus balcony at noon. Dr. Christian Scharpf, head of the market and representing the Department of Labor and Economic Affairs (RAW), expressed great satisfaction with the outcome, citing a festive atmosphere characterized by high-quality goods, culinary delights, and a diverse program.
The market proved to be a magnet not only for Munich residents but also for a significant number of international guests, including visitors from the USA, Italy, Switzerland, and various Asian countries. The cool, mostly dry weather played a role in boosting sales of popular items such as mulled wine, hot beverages, hats, gloves, and Christmas tree decorations. Culinary classics like bratwurst, flame-grilled salmon, and Rahmfleckerl were also in high demand, particularly in the evenings. Overall, revenues were reported to be on par with the previous year’s levels.
Beyond the sales, several attractions contributed to the market’s popularity. The ‘Himmelswerkstatt’ for children, the ‘Singen unterm Christbaum’ (singing under the Christmas tree) in the city center, and the traditional Krampuslauf, which drew approximately 70,000 spectators on the third Advent Sunday, all received significant acclaim. The festively decorated Christkindltram also remained a favorite, with all its rides fully booked.
Bavarian Retail Sector Faces Headwinds
While the Christmas markets enjoyed robust attendance and sales, the situation for Bavarian retailers remains challenging. Bernd Ohlmann, spokesperson for the Bavarian Trade Association, noted that while consumers are still purchasing gifts, their budgets are noticeably smaller. This year’s crucial holiday season has been disappointing for about two-thirds of retailers, with only a third reporting satisfaction with their sales figures.
The general consumer reluctance is a significant factor. The Trade Association had initially set a cautious sales expectation of approximately 15.7 billion euros for the November and December period, which, when adjusted for inflation, would be no higher than the previous year. According to Ohlmann, this target has not yet been met, although the post-Christmas shopping period typically brings in more customers.
Another contributing factor, according to Ohlmann, was the lack of snow this December, which he believes dampened the festive spirit. Historically, Bavarian retailers generate about a fifth of their annual sales in November and December, with toy retailers and jewelers often seeing even higher proportions. Gift vouchers continue to be the most popular gift choice.
Nuremberg’s Christkindlesmarkt Also Sees Strong Numbers
In contrast to the general retail trend, other Christmas markets across Bavaria also experienced strong visitor numbers. Georg Bernhard, Vice President of the State Association of Market Traders and Showmen, described the Nuremberg Christkindlesmarkt, Germany’s largest and most famous Christmas market, as
