The year 2024 was marked by contrasts across Europe, including the retail sector. While some economies showed signs of recovery from past crises, others remained stagnant or even contracted. Inflation, geopolitical tensions, and demographic shifts shaped the broader economic landscape, directly influencing consumer behavior and retail dynamics.
This study aims to shed light on the development, risks, and opportunities shaping retail in Europe. It offers meaningful insights into key retail indicators such as purchasing power, retail turnover, retail share of private consumption and inflation.
A dedicated chapter explores regional purchasing behavior across generations – highlighting how demographic shifts are reshaping consumer dynamics. As Baby Boomers exit the workforce and Gen Z enters it, earning income and forming households, a generational divide emerges that will significantly influence retail trends.
