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Half of Austrians have not done Christmas shopping yet. Experts see the online giant Amazon as the “winner of the crisis.” The losers are national retailers and the finance minister, who has lower tax revenues.
Even if online retailing was the winner of the closure, stores can expect a rush when they reopen Monday. Because just over half of Austrians (53 percent) have yet to do their Christmas shopping, according to a representative survey conducted by the Gallup Institute with the WU Vienna Institute of Commerce and Marketing from November 25 to 29.
Of those who have yet to shop for Christmas Eve, every second has waited for stores to reopen on Monday. In contrast, four out of ten respondents in this group shop online, primarily on Amazon. As Gallup chief Michael Nitsche said on Friday, national online platforms would only play a minor role. “The lockdown therefore acts as a big ad campaign for Amazon and redirects a considerable part of the available budget there.” The losers are Commerce and the Minister of Finance, who have lower tax revenues.
New platforms should be based on Amazon
According to Anton Salesny of the Institute of Commerce and Marketing, less than 20 percent of online shoppers decided to buy exclusively from local suppliers. “The winner of the crisis is clearly Amazon.” Newly created platforms should be oriented towards this benchmark in terms of purchasing simplicity. The good news for small retailers is that many consumers plan to do their Christmas shopping at small local stores.
According to the survey, the race expected from Monday is expected mainly in shopping centers (48 percent), pharmacies and perfume shops (44 percent), as well as in specialized stores, that is, hardware stores, toys and electronics, books and clothing. (42 percent). Small local stores (39 percent) will benefit more than department stores (32). Since they were also open during closing, supermarkets (26 percent) are naturally at the bottom of the list.
During the survey, a small part of the population had not yet given up hope of being able to buy one or another gift at the Christmas markets (16 percent). It remains to be seen how the population will react to the restrictions on trade openness that have now been announced.
