This year, German shoppers are arriving with gifts in mind, steady budgets, and AI assistants on hand. Our research found that 70% will start with a specific gift, and 87% plan to spend at least as much as last year.

Klaviyo’s 2026 State of the Holiday Buyer report surveyed 500 shoppers in Germany to uncover how they search, spend, and use AI.

Inside, you’ll learn:

• Why 55% use AI to research gifts, but only about 1 in 4 let it check out
• Which perks win sales, from discounts (46%) to early access (1 in 3)
• Why around 1 in 5 prefer WhatsApp for both promotions and service