Rush on Stores: Christmas Shopping Started Well

The domestic trade is satisfied with the start of the Christmas business on the first Advent Saturday. According to the Trade Association, some retailers and shopping centers recorded up to 10 percent more customer frequency than the previous year. WKÖ trade chairman Rainer Trefelik also reported positive feedback from retailers.

First Shopping Saturday Brought Revenue Increase in Retail

WKÖ representative Trefelik was also pleased with the "good weather" on the Advent shopping Saturday. The shopping streets in the state and district capitals as well as the Christmas markets were well attended. The recent collective agreement salary conclusion for retail employees also brings calm to the Christmas business, said the WKÖ trade chairman to the APA. He is "very happy" about this.

"The first Advent weekend was a strong sign of life for Austrian trade and a promising start to the Christmas business 2025," said Trade Association Managing Director Rainer Will in a statement. The Black Friday and Black Week offers also ensure "excellent customer frequency in brick-and-mortar retail."

Toys, Books, Perfumes, and Electronic Products in High Demand

According to the Trade Association, toys, books, perfumes, and electronic products were particularly in demand. Fashion retailers were also well visited. In the food trade, "last-minute" advent calendars and chocolate Santas were especially popular.

The 16 domestic shopping centers of Spar European Shopping Centers (SES) from Vienna to Vorarlberg were also heavily frequented on the first Advent Saturday. "We count around 30 percent more visitors on this day than on regular Saturdays," said SES CEO Christoph Andexlinger to APA. The textile, sports, and shoe trade are feeling the positive effect of the winter weather. "The pleasing response and especially the good visitor frequencies make us very optimistic for the coming weeks," said the head of the Spar shopping center subsidiary.

80 Percent of Christmas Spending in Brick-and-Mortar Retail

The trade researchers at Johannes Kepler University Linz (JKU) expect Christmas spending to amount to 2.35 billion euros this year, compared to 2.33 billion euros last year. The Christmas business remains the domain of traditional retail stores. According to JKU trade researchers, around 80 percent of the projected Christmas spending is expected to be in brick-and-mortar retail this year. Only 20 percent of gift spending can be attributed to online retail.

The importance of the Christmas business has declined in some sectors. However, for the book and toy trade as well as perfumeries, Christmas remains particularly important for annual sales, explained the WKÖ trade chairman.

(APA/Red)

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