Vouchers Top in Christmas Survey

In second place, with 25 percent, are cash gifts, followed by toys and books with 24 and 22 percent, respectively.

"The trend towards vouchers continues," said Christoph Andexlinger, CEO of SES, regarding the results of the shopping center operator's annual survey before the start of the Christmas shopping season. Around 70 percent of the "ZEHNER" vouchers issued by SES are sold at locations in Austria in November and December, Andexlinger reported in an interview with APA.

1,000 people over the age of 16 across Austria were surveyed. The trend towards vouchers has a positive side effect: the large exchange of gifts on December 27 has significantly decreased. Recipients can choose what they want themselves. Around 50 percent of the vouchers are redeemed in SES shopping centers in the textile and sports trade, Andexlinger observes. Many vouchers are used before December 24, as many companies give vouchers as Christmas presents to employees from the end of November. By the end of February, 80 percent of the vouchers are used.

Start of Christmas Shopping

According to the study, 85 percent of respondents plan to give gifts to their loved ones under the Christmas tree. More than half of Austrians - 51 percent - start their Christmas shopping before the end of November, with one in seven buying gifts throughout the year. For about a third of respondents, Christmas shopping begins with the first Advent weekend. "It used to be the other way around, with most starting at the beginning of Advent," the manager observed. The shopping has shifted forward.

Regarding planned spending, it remains stable at last year's level. This year, 51 percent of respondents have set a total budget of up to 500 euros, while 21 percent plan to spend between 500 and 1,000 euros on gifts. "We are very optimistic," said Andexlinger about the outlook for the Christmas business.

Christmas Business Not Unimportant

The Christmas business remains the most important time of the year for retail. While in the months from January to October, SES shopping centers achieve an average of 7.8 percent of annual sales each month, this share rises to ten percent in November and twelve percent in December. "The Christmas business is still of great importance for retail and determines the overall success of the year."

The survey also shows how strongly the Christmas spirit and shopping centers are now connected. Half of the respondents said they particularly appreciate Christmas markets in shopping centers or shopping streets. A quarter appreciates the sale of Christmas trees as an additional service. Around 85 percent of all respondents who give gifts use shopping centers during the pre-Christmas period, and among 16 to 29-year-olds, it is even 97 percent. "There were times when Christmas music in shopping centers was questioned. Today, Christmas markets, decorations, and music are part of the pre-Christmas atmosphere for many," emphasized Andexlinger.

(APA/Red)

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