Since Germany basically borders Denmark, and is just a 45 minute ferry ride away, it is a fairly normal procedure. What I witnessed was families with "ferry picnics" fueling up on food and drink before the marathon race in the border shop, which reminded me of a Costco or Sam's Club back in the US, where buying in bulk is the main attraction.
The same happens with the Swedes. They come to Denmark to load up on alcohol because it is cheaper in Denmark than in Sweden. However, the Danes go to Sweden for clothes for the same reason. Confusing yes, but all I know is this.
Wherever you live in the world, there is always something else, somewhere close where you can get a better deal. For the Wisconsinite, that's shopping for clothes in Minnesota and for the Chicagolander, that's buying Fireworks in Wisconsin. The only difference is you don't need a passport.
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