Christmas Sales Expected to Rise Slightly This Year

The forecast for Christmas sales from the Institute for Retailing, Sales, and Marketing is based on a consumer survey and anticipates gift expenditures of about 2.35 billion euros this year. The previous year, these amounted to 2.33 billion euros.

Increase in Christmas Sales Due to More Online Shopping

According to the online survey of more than 1,000 consumers (aged 16-74), Christmas shopping is increasingly shifting to the internet. Online gift expenditures are expected to increase from 460 million euros to around 480 million euros this year. However, the largest Christmas business still takes place in brick-and-mortar retail. Expenditures in traditional stores are expected to remain stable at 1.87 billion euros, according to the forecast by retail researchers Christoph Teller and Ernst Gittenberger.

"Despite the gloomy outlook, people are sticking to giving gifts - not out of exuberance, but because this ritual provides orientation and closeness," summarize the JKU researchers. "If even in tense times the willingness to consume at Christmas does not falter, this indicates a stabilization that can extend beyond the holidays."

International Online Retailers Often Benefit from Internet Shopping

Domestic online retailers are likely to benefit only to a limited extent from the increase in online shopping. According to the survey, more than half of online spending goes to international providers. The reason for this, according to retail researchers, is also the expansion of online retailers from Asia to Europe. This year, 20 percent of the surveyed consumers planned to buy Christmas gifts from Temu, and 10 percent intended to order from Shein. In the age group 16-24 years, 30 percent of respondents would already turn to Shein for gifts.

Around 320 Euros Set Aside by Each Styrian Gift Buyer

In Graz, the Chamber of Commerce presented the traditional Christmas business study by KMU Forschung Austria for Styria on Wednesday. In some areas, similar results were reached. Trade division chairman Gerhard Wohlmuth reported that according to the study, 960,000 Styrians over the age of 15 (state population around 1.27 million) intend to buy gifts this year. A turnover of around 310 million euros is expected in Styria. Christmas is very important for trade sectors such as watches and jewelry, as the main sales of the year are made there.

Only seven percent still plan to shop with foreign online retailers, a lower number than in previous years. The number of so-called late shoppers is also decreasing year by year. In 2024, the share was still 15 percent, this year 11 percent stated they would only buy gifts shortly before the festival. Although 45 percent of respondents also want to order gifts online this year (2024: 57 percent), they prefer Austrian platforms or regional producers. A budget of an average of 150 euros is set aside for gifts purchased online. The total per capita amount for gifts is 320 euros (2024: 310 euros). However, the peak was in 2011 and 2018/2019 with expenditures of 370 euros per capita. The top gifts this year again: vouchers were in first place, toys improved from third to second place, followed by clothing, cosmetics, and books.

(APA/Red)

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