GfK's Map of the Month for December illustrates the 2019 regional distribution of purchasing power for toys and hobbies via online and brick-and-mortar retail in Germany.
Per capita consumer potential for this product line differs across Germany's online and brick-and-mortar retail channels. While the urban district of Munich takes first place for both channels among the most populous districts (>1 mil. inhabitants), Hanover Region (€48) and the urban district of Cologne (€45) take second and third place in the online channel, while the urban districts of Hamburg (€68) and Berlin (€64) occupy these spots in the brick-and-mortar channel.
GfK’s product-line purchasing power for both the online and brick-and-mortar channels allows retailers and manufacturers to align their sales and marketing strategies based on regional consumer preferences.