How much Austrians want to spend on presents at Christmas

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Now that the high wave of inflation has subsided, the Christ Child is again more generous this year than last year. At least, that is the result of a survey conducted by the Austrian Retail Association.
According to the survey, 92% of Austrians plan to give presents to their loved ones this Christmas. They plan to spend an average of 386 euros, 7 percent more than last year.

In 2023, the consumer mood was also low in Advent due to inflation, with an average Christmas spend of 360 euros.
Despite the increase, Rainer Will, Managing Director of the German Retail Association, speaks of a “clear downward trend” in a long-term comparison and taking inflation into account.
In 2022, €395 was still spent on gifts per person; in 2021, the average was €432.
Lower Austrians and Burgenland residents are digging deepest into their pockets this year (average: EUR 423), while Styrians and Carinthians are the most thrifty (EUR 355).
Vouchers are the most popular gift
Gift vouchers are more popular than ever this year. In a survey conducted by the market research institute Reppublika, 42% stated that they wanted to give at least one gift voucher this year.
This was followed in second place by time spent together as a gift (31 percent), followed by toys (29 percent) and cash (28 percent).

The upturn in Christmas sales positively affects brick-and-mortar retail, which has suffered from Austrians’ thriftiness in recent months.
While almost one in four people buy all their presents in local stores (23 percent), six percent of gift-givers say they do all their Christmas shopping online, and a further 15 percent buy most of their gifts online.
Chinese platforms do not play a role
Chinese shopping platforms such as Shein or Temu play a subordinate role in Christmas shopping, with only six percent.
“Domestic quality counts, at least in the Christmas business. Hardly anyone wants to put a junk product from dubious Far East platforms under the Christmas tree for their loved ones,” says Will.
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Despite the slight increase in spending, the economic crisis continues to affect Christmas business. In the survey, 40 percent stated that they wanted to use discount campaigns and special offers more when buying presents this year.
Every third respondent plans to limit their spending this year compared to last year.