Austria’s retail crisis deepens as Black Friday and online giants reshape shopping habits
Austria’s retail sector is facing growing pressure from a mix of outdated regulations, shifting consumer habits, and fierce competition from international online platforms. While events like Black Friday and pre-Christmas shopping weekends once boosted sales, local businesses now struggle to keep up with the changing market.
For decades, pre-Christmas shopping events such as 'Silver' and 'Golden Sundays' were the most profitable days for Austrian retailers. But in recent years, Black Friday and Black Week—imported from the U.S.—have taken over as major sales drivers. These events, however, bring challenges: international platforms like Temu and Shein flood the market with cheap goods, often leading to waste and undercutting local prices.
The combination of outdated regulations, aggressive online competition, and changing shopping habits is reshaping Austria’s retail landscape. Without stronger support for local businesses or reforms to modernise trading laws, many traditional stores may continue to struggle against the dominance of global platforms and shifting consumer trends.
