Unveiling Germans' Saving Priorities: Holiday Dreams Lead the Pack
Forecast: German Savings Priorities in the Year 2025 as Revealed by a Study - Year 2025 Recorded as Germany's Most Economically Efficient
Stepping into the heart of German saving habits, a recent survey by Idealo sheds some fascinating light. Here's a breakdown of what they're currently socking away their hard-earned cash for:
- Journey to Paradise: Taking the top spot, an astounding 42% of respondents are eagerly tucking away their money for the ultimate escape - a well-deserved vacation! [Source: Idealo Survey]
- Nesting Funds: Following closely, 39% of participants are focusing on growing their financial reserves—diligently stashing cash for a rainy day.
- Retirement Preparations: With one eye on the future, 32% are saving specifically for their golden years.
- Big-Ticket Items: Setting aside funds for significant purchases such as TVs or bicycles comes in at 28%. [Source: Idealo Survey]
Turns out, holidays are a top priority in the land of beer and bratwurst. However, not everyone can manage to save. A sixth of the respondents confess they'd like to save but just can't. Nearly two-thirds are concerned they may struggle to make ends meet, with 42% dipping into their reserves the previous year. [Source: Idealo Survey]
With inflation creating financial pressures, Germans are tightening their belts. According to the survey, the majority of savings are being made in the following areas:
- Fashion Forward: Clothing and accessories, as well as dining out, are where most consumers are making cuts, with every second person making sacrifices in these areas. [Source: Idealo Survey]
- Generation Gap: Interestingly, baby boomers tend to save more on clothing purchases compared to Generation Z, who are more likely to cut back on food expenses. [Source: Idealo Survey]
Economizing in Times of Caution
Economizing isn't just limited to fashion and dining, as other cultural and leisure activities like cinema trips, concerts, and festivals also take a hit. In fact, 46% of respondents confess to saving in these areas, with a similar number cutting back on nightlife. Books and media, drugstore and cosmetics, and health and sports activities are less frequently affected. [Source: Idealo Survey]
Idealo reveals that consumers are adopting various strategies to minimize their expenses. The most popular approach is comparing prices from multiple providers (64%), followed by attraction to special offers (56%) and the use of discount coupons (46%). [Source: Idealo Survey]
In May 2025, the Idealo survey polled a representative group of 2006 individuals aged 18 to 64 in Germany. The market research company Kantar conducted the survey. [Source: Note]
Survey highlights:
- Saving Goal: Holidays/Travel leads the pack, with 42% of participants prioritizing their travel savings.
- Location: Germany, as the survey primarily focuses on the saving habits of German residents.
- In light of the survey, it appears that community policies on personal-finance, such as vocational training programs encouraging budgeting and saving, could potentially help Germans better manage their finances and achieve their saving goals, including vocational training for the future and rainy-day funds.
- The survey findings suggest that the implementation of vocational training programs focused on money management and financial literacy, particularly in areas where savings are being made like fashion, dining, and leisure activities, could empower German individuals to make more informed decisions about their personal-finance and potentially increase their ability to save for their future, including holidays, retirement, and big-ticket items.
