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Next Monday, December 7, a real storm can be expected in Austrian retail.
More than half of Austrians (53 percent) had not done their planned Christmas shopping earlier this week. This is demonstrated by the representative survey that the Gallup Institute of Austria carried out together with the Institute of Commerce and Marketing of the Vienna University of Economics and Business from 25 to 29 November.
Of those who have yet to do their Christmas shopping, one in two people is waiting for stores to reopen on Monday, and a rush at the malls is to be expected. In contrast, four out of ten respondents in this group shop online, primarily on Amazon.
Gallup boss Michael Nitsche: “National online platforms play only a minor role in online commerce. So the block acts as a big ad campaign for Amazon and redirects a sizable chunk of the available budget. Losers it’s retail and Austrian financial administration. Lower tax revenue. “
Run to shopping malls, pharmacies and perfumery.
Despite the convenient online shopping, the urge to do holiday shopping in person at a store remains strong. “Due to the special situation, many people decided to buy more online this year. Only less than 20 percent of online shoppers tried to buy exclusively from Austrian suppliers,” says Anton Salesny, Institute of Commerce and Marketing, University of Economics and Vienna Business.
And further: “However, physical retail is still very relevant to consumers this year when it comes to buying Christmas gifts. The good news for small retailers is that many consumers plan to do their Christmas shopping in small local stores.” .
According to the survey, the run in stores expected as of Monday is expected mainly in shopping centers (48 percent), pharmacies and perfumeries (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 percent).
Since they were 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 lost hope of being able to buy one or the other present in 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.
