Shopping Day on December 8th Causes Excitement Every Year

Since 1995, stores have been allowed to open nationwide on the Marian feast day in Austria. However, the social partner agreement at that time has been polarizing for 30 years. Some retail chains and smaller retailers do not open on December 8th. On this day, surcharges and time off in lieu are due for employees. In Vienna, according to the Chamber of Commerce, the vast majority of stores plan to open this year.

>> The Opening Hours of Stores on December 8th in Vienna

This year, the Marian feast day on December 8th falls on a Monday. Retailers are allowed to keep their stores open from 10 AM to 6 PM on the holiday. Working on December 8th is voluntary for retail employees, and they cannot be forced to work. According to a survey by the Vienna Chamber of Commerce (WKW), the vast majority of retail businesses in the capital plan to open. "The holiday is traditionally a strong shopping day in the Christmas season. It is not for nothing that it is also referred to as the 'fifth shopping Saturday'," said WKW trade chairwoman Margarete Gumprecht.

Open Stores on December 8th Have Polarized for 30 Years

"Open stores on December 8th still polarize even after three decades, although the Marian feast day has long been established as a shopping day, especially among young consumers," said retail researcher Ernst Gittenberger from the Institute for Retail, Sales, and Marketing (IHaM) at the University of Linz. Despite the solidification of shopping habits and the high popularity of shopping - especially in Vienna - more than half of Austrians would reject open stores on the Feast of the Immaculate Conception, the scientist referred to a recent IHaM survey.

Tension Between Higher Costs and Increased Revenue

Many retailers must carefully consider opening on December 8th. "Especially outside of high-traffic locations, it is important to carefully weigh from a business perspective whether opening stores on the Marian feast day is worthwhile given rising costs and employee surcharges," explained IHaM institute director Christoph Teller. "The risk in the tension between calculable costs and unpredictable revenues remains, but not opening brings no revenue at all," said the Linz retail researcher. More opening hours do not necessarily mean additional sales volume; often, sales shift within the existing time frame. However, the holiday would offer "time poor, cash rich" customers additional opportunities to shop in-store.

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(APA/Red)

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