According to NIM, every seventh German shopper is turning to platforms like Temu, Shein, or Aliexpress for holiday gifts.

A recent study shows that lower-income households and families with children are especially likely to buy from these platforms, while age plays almost no role.

What drives this behavior? Above all: price.

Shoppers on these marketplaces value low prices far more than quality, sustainability, or social standards.

At the same time, the platforms are gaining traction: nearly 30% of consumers show interest in buying Christmas gifts from Chinese marketplaces in the future. This is a clear signal of their growing appeal.

For established retailers, the implications are significant: competing on price alone won't be enough. Trust, service, and emotional connection are becoming critical assets in an increasingly competitive holiday market.

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