Overview
- Supermarkets across Germany, including Aldi, Lidl, Rewe and Kaufland, are already displaying Lebkuchen, Spekulatius and other Christmas baked goods.
- A YouGov survey of more than 2,000 respondents finds 73% oppose offering these items from August.
- Only 9% report buying before October, with 4% purchasing in August and 5% in September.
- Sales concentrate later in the season, with nearly 180 million packages sold in November last year according to figures cited in coverage.
- Retailers frame early placement as serving limited demand and staging stock for autumn, while street interviews in Zweibrücken reflect frustration and a preference for November starts.