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For many people in Vienna, St. Nicholas Day is still an emotionally important custom in the run-up to Christmas.
A survey conducted by KMU Forschung Austria for the Vienna Chamber of Commerce shows that 61 percent want to celebrate December 6 with family or friends. For 46 percent, filling bags and eating together are an integral part of the St. Nicholas tradition. Baking cookies also remains popular, at 20 percent. 17 percent say that someone dresses up as St. Nicholas and visits children.
St. Nicholas is an essential source of revenue for Vienna retailers
The results show that St. Nicholas customs are still firmly established. This also has a noticeable influence on consumer behavior, explains Margarete Gumprecht, chairwoman of the trade sector at the Vienna Chamber of Commerce: “Traditional occasions such as St. Nicholas Day make a significant contribution to the economic revival in Vienna. With an average expenditure of 55 euros per person, St. Nicholas Day is a welcome boost for retailers, especially in the food, confectionery, and toy industries.”
Feedback from stores also shows that the Viennese population is willing to buy small gifts for St. Nicholas Day. These are encouraging signs for the retail sector, emphasizes Gumprecht: “The high demand shows that this custom is not only culturally deeply rooted, but also has an economic impact. For companies, this predictability is a significant advantage, as it allows them to coordinate both purchasing and staffing effectively.”
Viennese people most often give gifts to their partners and children on St. Nicholas Day
In addition to sweets (66 percent), toys (31 percent) and cash (20 percent) are also given as gifts. The classic chocolate St. Nicholas remains the undisputed number one in the St. Nicholas bag and is supplemented by apples, mandarins, dried fruit, or nuts. On average, people buy 4 to 5 chocolate St. Nicholas figures per person. Partners (32 percent) and children (27 percent) are the most frequent recipients of gifts.
Viennese buy St. Nicholas gifts in brick-and-mortar stores
The majority of participants (84 percent) buy their St. Nicholas gifts in traditional stores, while a quarter also shop online. According to Gumprecht, experiencing products firsthand is the best way to choose suitable gifts. Going to a specialty store pays off, as specialized retailers in the food, confectionery, and toy sectors offer high-quality products, personal advice, and an exceptional shopping experience that characterizes Vienna’s retail industry. For these retailers, December sales are crucial for their annual results.
Gumprecht emphasizes: “No one needs to be afraid of Krampus. But if you want to keep your local store around, you should shop locally.” Vienna has 60 confectionery stores and 136 small speciality toy stores that offer regional and high-quality products for the St. Nicholas celebration. “Customers often find exceptional quality and personalized recommendations, especially in these traditional stores.”
- source: APA/picture: Image by congerdesign from Pixabay
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