Observed Signal · Oct 1, 2026 · Market Signal · Source: bonial · Impact: 2/5
IDH-Konsumentenreport Q3-2026: Konsument:innen kaufen gern über den Einkaufszettel hinaus, Coupons und Aktionsflächen schlagen Personalisierung
New press release published on 01/10/2026: IDH-Konsumentenreport Q3-2026 reveals consumer shopping behaviors, with coupons and promotional areas outperforming personalization.
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Recent verified developments and strategic activity across this market segment.
Shoppers Plan Purchases — Discounts Alone Aren't Enough
A representative IFH Media Analytics and Media Central study of 1,000 German consumers finds only 12% of purchases are spontaneous while 59% of shoppers plan purchases and compare offers before deciding. The research maps digital channels across the customer journey and shows retailer apps (58%) and prospekt/flyer apps (61%) are key channels for price and offer research; retailer apps are important for planning for 49% of respondents. Video ads (53%), influencers (52%) and social ads (50%) are major discovery drivers. Experts (Jan Michael Rasimus, DHBW Karlsruhe) note that major sales events like Prime Day start psychologically with deal expectations and that consumers increasingly use price-tracking tools (Idealo, Keepa) and AI tools, making shopping and platform-side targeting more data-driven.
Germany's Online Shopping Obsession: Black Friday 2025
Germany’s Black Friday 2025 is evolving beyond discounts. The article compiles expert insights, studies, and new tools showing AI, sustainability, and smarter shopping strategies gaining importance for brands and consumers. Stephan Fehske (addfame) describes the event as both a psychological driver and a strategic market-control instrument, while Saskia Feiling (Kolsquare) highlights the growing role of brand perception and the Green Friday counter-trend. Tanja Hilpert (Zendesk) notes KI-assisted service and shopping, Johannes Paysen (Seedtag) emphasizes context and emotion, Quirin Hasler (Refluenced) points to influencer-driven storytelling, and Jonas Lembeck (lehof) frames the period as a stress test for the marketing mix. The piece cites MobiLoud’s EU index placing Germany seventh in online shopping with an average €1,654 per person, and Criteo’s Consumer Sentiment Index on offline vs online shopping and AI usage. It also covers Meta’s new tools for Q5 (Advantage+ Lead Campaigns, CRM integrations) and GEM for advertising optimization.
Bonial, Marktguru, Shopfully CEOs Discuss Digital Retail Ad Shift
In a Meedia interview, the CEOs of German digital retail media platforms Bonial, Marktguru, and Shopfully discuss the shift from print to digital circulars. They highlight that digital circulars now surpass print in relevance, driven by consumer price sensitivity and retailer demand for performance-based advertising. The platforms differentiate themselves through pull-based, high-intent audiences and cost-per-click pricing. They address competition from retailer apps, positioning themselves as cross-retailer aggregators that aid shopping planning. Measurement is a key focus, including store-visit tracking and sales data analysis. While acknowledging dependence on major US platforms, they argue their regional targeting and performance are superior. They also note slower print-to-digital transitions in Germany compared to other markets and discuss opportunities in retail media.
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