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Costs at the start of school: Schultüte and Co. lets parents cost a lot
© Pixabay (Subject)
When youngsters start school, they have to dig into their pockets: according to current surveys, a table class starter pack costs parents up to 300 euros. The Viennese trade has a turnover of 71.5 million euros.
Soon there will be a bustle of activity in the schools, as well as in the paper and stationery stores. The industry will invoice 71.5 million euros at the beginning of this school year in the federal capital, as announced on Monday by the Vienna Chamber of Commerce.
The start of the school brings Wiener Handel 71.5 million euros in sales
“For the paper, office and stationery sector, the beginning of school is one of the hottest phases of the year. During this time, the industry generates around half of its annual turnover,” reported Margarete Gumprecht, President of the commercial division. According to the Chamber, according to a recent study, the average spending of the Viennese this year is 163 euros.
Big expenses for the little ones
Consequently, no savings are realized, especially with first grade students and elementary school children. The youngest represent more than 50 percent of purchases. Above all, exercise books, writing supplies and folders are bought. After all, nearly ten percent buy a new laptop or tablet when they start school and college. School cones and candy are still popular when they start school, specifically at eight percent.
“It is particularly gratifying that the vast majority – more than three-quarters – of Viennese only buy school supplies from the local store. Our stores carry all the important utensils and provide expert assistance. Customers appreciate this even in Corona times.” Gumprecht emphasized. According to the Chamber of Commerce, a third of those surveyed buy the products in discount stores and a fifth buy in retail chains.
Retailers benefit from starting school
The MindTake Research trade association and idealo.at have taken a detailed look at the expenses related to starting the school. The result, among other things: Tyrolese, Low Austrians and Viennese are the most willing to spend.
As in previous years, physical retailers in Austria remain clear number one when it comes to buying products to start school, according to Consumer Check. 61% of the people surveyed buy school supplies in a specialized store they trust. Supermarkets are in second place with 30%, followed by discount stores with 29%.
Spending on gifts to start school is growing despite Corona
“Specialty stationery dealers and specialty markets can expect to start school again this year. For six out of ten Austrians, the corner store is the first choice when it comes to buying school supplies. Therefore, regionality is more important than ever, “explains Handelsverband Managing Director Rainer. Want. In 2019, specialty stores also ranked first with 72%.
“Average spending at the beginning of classes will increase by eight percent compared to the previous year to 103 euros. Faced with the Covid crisis, this increase is surprising at first glance, but on the other hand, current spending has decreased due to the closure. The Tyrolese they are the most generous this year with 137 euros, those in Lower Austria with 128 euros and the Viennese with 109 euros, “said Will. In 2019, the average spending nationwide was 95 euros.
Online specialty retailers are used by a third party
When starting school, e-commerce only plays a secondary role, but it should not be underestimated: this year it scores a third of consumers with a large selection and low prices. “It is mainly foreign online stores and global markets that benefit from this. Only 9.5% of consumers actually shop online stores from home when they start school and therefore define the market share of ‘local champions’ in e-commerce in Austria, “confirms Will.
The 5 best gifts to start school are:
* Stationery (29%)
* School backpack, backpack (23%)
* Clothes (23%)
* Brochure, folders, folders (21%)
* Feather pen, criminal shaking (19%)
“Ergobag”: the most popular school backpack brand for the third year in a row
As part of Schulstart Consumer Check, this year the individual brands were reexamined: “Regarding the popularity of individual brands of school bags on idealo.at, this year ‘Ergobag’, ‘Satch’ and ‘Step by Step ‘the pioneers, “explains Veronika Bahr, Country Manager at idealo Austria. It is also interesting that although school bags are offered at the cheapest price in August, most of the sales take place in February.
The 5 most popular school backpack brands in Austria are:
* Ergobag
* Satch
* Step by Step
* DerDieDas
* Herlitz
The 5 most popular spring bunting brands in Austria this year are:
* Satch
* Depesche
* Ergobag
* Coocazoo
* Herlitz
Unlike school bags, feather pennants are also cheaper in the month they are most frequently purchased: August. “The most popular children’s motifs in 2020 include horses, top models, cars, emoticons and flowers,” Bahr said.
Off topic: divided public opinion on the requirement for masks in schools
How do Mrs. and Mr. Austrians feel about the much-discussed requirement for masks for all pupils in local schools? There is no uniform public opinion in sight here: 23% of respondents are absolutely in favor of a mask requirement due to the increasing number of cases, while 25% are absolutely against. The latter believe that this is unreasonable for children.
Detailed report on survey results can be found here.
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