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Vienna – Giving lucky charms is just as much a part of New Year’s Eve as a bottle of sparkling wine or enjoying unique culinary specialties. On average, Austrians will spend 126 euros per head on New Year’s Eve celebrations this year. “An important sales boost for domestic retailers,” says Rainer Will, Managing Director of the Austrian Retail Association, commenting on the results of the market researchers from Reppublika.
Food and beverage retailers are the main beneficiaries of the turnover of around 600 million euros, but other sectors, such as stationery retailers, DIY stores, fashion stores, and various sales stands (e.g., for lucky charms), also benefit.
14 percent invest in pyrotechnics
In Vienna, per capita spending is highest at EUR 139, followed by Upper Austria and Salzburg at EUR 134. Comparatively, the least is spent on New Year’s Eve celebrations in Styria and Carinthia (EUR 112). The regions of Lower Austria and Burgenland, as well as Tyrol and Vorarlberg, are roughly on a par with the national average (120 euros each).
Every second person buys lucky charms and culinary specialties, closely followed by sparkling wine, champagne, or other alcoholic beverages (47 percent). A quarter treats themselves to unique sweets, 14% invest in pyrotechnics, and almost as many in decorative items.
Regarding New Year’s resolutions, 72% want to care more for themselves in the coming year. For 62%, the focus will be on healthy eating and, for a negligible number, on exercise and sport. And 58 percent plan to spend more time with friends and family.
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