Anticipation or stress? Psychological consequences of the early start of the Christmas markets

Christmas markets are opening earlier and earlier, sometimes as early as October - and not only get traders in the mood, but also visitors. But what effects does the extended Christmas market have on our psyche and our behaviour? With the help of Prof Dr Martin Köllner, motivational psychologist at the Fürth campus, SRH University provides insights into the psychological effects of the early season.

"The longer you extend the high-turnover Christmas season, the better it is for retailers," says Prof Dr Köllner. "An early Christmas market is doubly attractive for cities: it revitalises the city centre and strengthens the sense of community." The markets offer a unifying place, attract visitors and thus promote the local economy.

Both retailers and vendors as well as cities specifically utilise the convention of giving gifts at Christmas, explains Köllner: "Positive emotions such as a sense of security, joy and nostalgia are transferred to products and offers. A mulled wine in your hand, the lights in your eyes - your wallet is already looser."

At the same time, Christmas markets serve the deeply rooted desire for peace, quiet and socialising. However, Prof Dr Köllner also points out possible downsides: "If you don't have a circle of friends or family, you can be painfully reminded of your own loneliness by all the images and attractions."

The right balance is crucial, emphasises the motivational psychologist: "We need to make sure we find the right balance ourselves. Christmas doesn't need an early start - just real moments of reflection."

"The early Christmas season shows how closely economic, social and psychological factors are interwoven," says Prof Dr Köllner. "By understanding these effects, cities and event organisers can create offers that are not only economically successful, but also socially valuable and emotionally coherent."