"Hanover shops - locally, joyfully and considerately together"

City of Hanover

With an advertising campaign, the city council wants to encourage people to buy Christmas presents locally and also to make other purchases locally in Hanover. "Hanover shops - locally, joyfully and considerately" is the message on the posters. The "Strengthen local trade" campaign will run in December and January in monthly and district magazines as well as digitally via Google display ad banners. The aim of the campaign, which cost around 15,000 euros, is to support local retailers.

Head of Economic and Environmental Affairs promotes local shopping

"If you want to have attractive stores in the district or in the city centre, you should support them as much as possible with purchases," says Anja Ritschel, Head of Economic and Environmental Affairs, emphasizing: "Local retailers need customers to survive, especially after the two difficult corona years with considerable losses in sales. Anyone who generally prefers to shop online can use the online stores of local businesses and thus give local retailers a chance to compete."

Difficult situation for local retailers

Martin Prenzler, Managing Director of City-Gemeinschaft Hannover e.V., emphasizes: "The stores in the city centre urgently need customers so that they can begin to compensate for the consequences of the last two years and get through the current energy crisis better. Any kind of support for the businesses is most welcome. Many thanks from the city community for this good idea."

Smaller stores in particular need support

"Retailers and service providers in Kirchrode are also feeling the effects of customers' reluctance to spend. We therefore welcome the initiative of the state capital to focus on and support local offers. Businesses with only one store in particular no longer have any reserves and are now hoping for good Christmas sales," explains Peter Busche, First Chairman of the Kirchrode Merchants' Association.

Restraint in purchasing

The current situation in the retail sector is characterized by various negative factors. For example, the coronavirus pandemic has accelerated digitalization and thus the trend towards online retail and working from home. Although footfall in the city center has almost returned to the "pre-coronavirus level" of 2019, sales are still lagging behind. Consumer behavior has become more cautious. Inflation and the energy crisis combined with rising and unpredictable costs are also having an impact.