German Christmas markets are getting creative as prices reach new highs

By Maria Martinez

BERLIN (Reuters) – For Eva Henschke, Germany’s Christmas markets are a chance to temporarily forget the colder, darker days with a hot cup of mulled wine or eggnog and a grilled bratwurst.

But more than in years past, she had to keep costs carefully in mind when deciding which festive snack to treat herself to.

“When I come here, I buy something. But you have to pay attention to the prices,” said Henschke at the market next to the preserved World War II ruins of the Berlin Memorial Church, where it was built in 1948.

As prices for festive treats at traditional Christmas markets in Germany reach record highs, retailers are developing new strategies such as all-inclusive tickets and special themes to continue to attract locals and tourists alike.

“A crisis makes you creative,” said Fabian Lau, Managing Director of the FARO Group. “We founded Germany’s only all-inclusive Christmas market.”

For everyone who wants to enjoy unlimited mulled wine and as many German specialties as possible without having to worry about the costs, the Christmas market on the Spree offers all-inclusive tickets from 29.90 euros – for those who stay after 8 p.m. and want to go during the week. A ticket at rush hour, on weekends, costs any would-be happy-goer 45.90 euros.

Lau said demand for the tickets was “extremely high” with over 1,000 tickets sold daily and 90% of them already fully booked for the Christmas period.

“I think it changed the way people go to the Christmas market,” said CJ, an international student in Berlin who visited the market. “I think with the all-inclusive ticket people just come here on an empty stomach.”

Organizers’ other creative ways to attract customers include a dog market, a dog show and treats for four-legged visitors, as well as unique locations like an abandoned spy tower and a former airport hall.

“With more than 60 Christmas markets, Berlin is also the capital of Christmas markets,” said Christian Tänzler, spokesman for Visit Berlin. “While the winter season for Berlin used to be a low season, that has changed significantly since the 2000s.”

In markets old and new, Germany’s most popular Christmas drink, mulled wine, is now selling for a record price of 5 euros per cup in Berlin, up 50% from the 3.25 euros before the pandemic.

The increased costs are due, among other things, to high energy prices and a lack of staff, said Luba Levkina, spokeswoman for activa, which organizes mobile Christmas markets.

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