According to a new representative survey by the BAT Leisure Research Institute, in which 2,000 people over the age of 14 were interviewed, 49 percent of Germans are slowly losing their enthusiasm for gift-giving. Young families with children, especially those aged 25 to 39, find gift shopping particularly stressful, with 59 percent reporting it as a burden. They are under time pressure and have to plunge into the Christmas rush with wish lists and shopping lists. The crowds in the streets and shops become physically demanding and often lead to discomfort and mental exhaustion.

Only those with plenty of time, or who simply make time for it, truly enjoy shopping. For teenagers over 14, as well as for retirees and pensioners, shopping becomes a pleasure. Only 43 percent and 40 percent of these groups, respectively, feel "burdened" by gift shopping. Most, however, can choose their own shopping time. But they face another problem: 63 percent of teenagers complain about "excessive spending" while shopping. The range of consumer goods is tempting, and so they quickly overspend.

The unemployed are affected in a completely different way. They are forced to have more free time, but are short on cash. For 59 percent of the unemployed, gift shopping becomes a source of psychological stress.

According to BAT leisure researchers, consumers' expectations have changed significantly: The old SOS motto ("socks, shirt, and tie") is long outdated. What's in demand are novelties, unusual gift ideas, or personalized items ("DIY gifts"). Many people don't even know beforehand what they want to buy or give. They hope for inspiration and advice, but instead experience hectic activity and crowds.

Professor Dr. Horst W. Opaschowski, Scientific Director of the BAT Leisure Research Institute: „Consumer offerings are becoming increasingly diverse, shopping desires ever more time-consuming – only store opening hours remain the same. We need to rethink more flexible shopping hours. Because conscious and critical consumerism in shopping not only costs money, but above all, time. Even when shopping, the „mañana“ principle of leisure should apply – after all, there’s always tomorrow!“