Result
Germans' saving habits have changed over the past ten years. Currently, about two-thirds of those surveyed are willing to cut back on spending for leisure activities such as restaurant or theater visits, compared to five percentage points higher in 2014. In contrast, the willingness to save has increased significantly in the fashion sector, where more than half would now make cuts – ten years ago it was "only" 40 percent. However, the willingness to cut back on vacations and weekend trips has declined considerably. Germans are also noticeably less likely to limit their smartphone or streaming usage. On the other hand, the willingness to save on food has almost doubled, while only about half as many would now cut back on retirement savings.
Reasons
The prioritization of German citizens illustrates how important certain areas are for their current sense of security and basic needs. Leisure activities such as going out and traveling, as well as clothing and accessories, are considered luxuries that are deemed dispensable in economically strained times. Conversely, the low willingness to cut back on energy costs, housing costs, or retirement savings demonstrates how essential these expenditures are considered for daily life and personal safety.
At the same time, however, a comparison over time also reveals a shift in priorities. The increased willingness to save on fashion spending can be explained by a growing sensitivity to sustainability and conscious consumption. In contrast, vacations and weekend trips remain central to many people's quality of life, something they are reluctant to forgo even in perceived times of crisis. The increased willingness to save for retirement underscores the heightened awareness of long-term financial security. Regarding nutrition, the stereotype that it is less important to Germans than to other nationalities is confirmed. Shopping at a discount store instead of an organic supermarket is therefore not a painful compromise for many, but rather a matter of course.
Forecast
In the coming years, the saving habits of German citizens will continue to adapt to the economic environment. Rising inflation and increasing energy costs will lead to cutbacks in areas such as leisure, fashion, and travel. The importance of media will persist—especially in the leisure sector—making savings in this area less likely. The importance of sustainability, and thus a more conscious approach to purchasing sustainable products, will primarily depend on affordability. Consequently, for many citizens, the primary concern will be filling the refrigerator. The need to supplement the state pension with private retirement savings will continue to grow. As a result, even fewer citizens will be willing to compromise in this area in the coming years.
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