Gift Cards Dominate Christmas Shopping in Austria
Christmas shopping in Austria is dominated by gift cards, with 70 percent of gift cards sold during November and December. This trend continues to rise, with 38 percent of Austrians preferring gift cards as their main Christmas present. The popularity of gift cards has led to a decline in the traditional gift exchange on December 27. Around 50 percent of gift cards are redeemed in shopping centers, particularly in the textile and sports trade. This preference for gift cards starts early, with more than half of Austrians beginning their Christmas shopping before the end of November. Cash gifts follow at 25 percent, with toys and books at 24 and 22 percent respectively. The Christmas season remains crucial for retailers, contributing to 12 percent of their annual turnover in December. Many companies also use this time to give gift cards to their employees, leading to an increase in gift card usage before December 24. Gift cards have become the dominant Christmas present in Austria, with the trend continuing to rise. This shift has impacted traditional gift-giving practices and contributed significantly to retailers' annual turnover during the Christmas season.
