So much do the Viennese spend on Nikolo gifts

A survey by KMU Forschung Austria for the Vienna Chamber of Commerce shows that 61 percent want to celebrate December 6th with family or friends. For 46 percent, filling bags and having a meal together are integral parts of the St. Nicholas tradition. Baking cookies remains popular with 20 percent. 17 percent state that someone dresses up as St. Nicholas and visits children.

St. Nicholas a Significant Revenue Driver for Vienna's Retail

The results highlight that St. Nicholas customs are still firmly rooted. This also noticeably influences consumer behavior, explains Margarete Gumprecht, chairwoman of the trade sector in the Vienna Chamber of Commerce: "Traditional occasions like St. Nicholas Day make a significant contribution to economic revitalization in Vienna. With an average expenditure of 55 euros per person, St. Nicholas is a welcome boost for retail, especially for the food, confectionery, and toy sectors."

Feedback from stores also shows that the Viennese population is willing to buy small gifts for St. Nicholas. These are encouraging signs for retail, emphasizes Gumprecht: "The high demand shows that this tradition is not only culturally deeply rooted but also has an economic impact. For businesses, this predictability is a significant advantage, as they can align both purchasing and staffing accordingly."

Viennese Most Often Gift Partners and Children for St. Nicholas

In addition to sweets (66 percent), toys (31 percent) and cash (20 percent) are also given as gifts. The classic chocolate St. Nicholas remains the undisputed number 1 in the St. Nicholas bag and is complemented by apples, mandarins, dried fruits, or nuts. On average, people buy 4 to 5 chocolate St. Nicholas figures per person. Most often, partners (32 percent) and their own children (27 percent) are gifted.

Viennese Buy St. Nicholas Gifts in Brick-and-Mortar Stores

The majority of participants (84 percent) buy their St. Nicholas gifts in traditional retail stores, while a quarter also shop online. According to Gumprecht, directly experiencing products is the best way to choose suitable gifts. Visiting specialty stores pays off, as specialized retailers in the food, confectionery, and toy sectors offer high-quality products, personal advice, and a special shopping experience that characterizes Vienna's retail. For these retailers, December sales are crucial for the annual financial results.

Gumprecht emphasizes: "No one needs to be afraid of Krampus. But if you want to keep your local shop around the corner, you should shop locally." In Vienna, there are 60 confectionery shops and 136 specialized, small toy stores offering regional and high-quality products for the St. Nicholas festival. "Especially in these traditional stores, customers often find exceptional quality and individual recommendations."

(Red)

This article has been automatically translated, read the original article here.