Christmas spirit in late summer: already craving gingerbread?

Munich/Hamburg, September 18, 2025 – Midsummer is barely over, and the supermarket already smells like Christmas. Gingerbread, printen, and speculoos are making a surprisingly early comeback on the shelves again this year. For some, it's a sweet shock between sunscreen and school notebooks. A recent survey by PAYBACK in collaboration with its partner Netto Marken-Discount shows that the nation is divided on the topic of “Christmas cookies in August” – between anticipation and amazement.

Gingerbread alert in August: Who can resist?
Almost three-quarters (73 percent) of PAYBACK users surveyed had already spotted the first gingerbread cookies while shopping between late August and early September. And one in ten couldn't resist – so the first bite of gingerbread has already been taken!

Young, curious, ready to snack: the gingerbread generation
The 18- to 29-year-olds in particular are keen to experiment: for them, it's fine to enjoy Christmas flavors in late summer. The older generation, on the other hand, prefers to stick to the classic Advent schedule – only when it gets cold outside is it okay for the smell of cinnamon to fill the house.

Between the scent of cinnamon and frowns
41 percent of respondents think gingerbread in August is definitely too early! Another 37 percent even say that Christmas cookies should not appear in shopping carts until November at the earliest. “Our customers have very different preferences – some look forward to the first gingerbread cookies in late summer, while others prefer the classic start of the Advent season. The survey shows that Christmas cookies are popular regardless of the calendar,” says Christina Stylianou, Head of Corporate Communications at Netto Marken-Discount.

PAYBACK and Netto sweeten the season – no matter when it starts
“Whether you're on Team Gingerbread Now or an Advent purist, we love to surprise our PAYBACK customers with seasonal coupons and promotions – even if Advent starts in the middle of summer this year,” says Florian Wolfframm, member of the PAYBACK management team.

You can find a press image here.