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A new Marketagent study takes a close look at how people in Austria plan to celebrate Christmas in 2025. The results show a clear picture. Even in a year shaped by rising prices and global tension, many hold tight to the core of what the holiday means to them.
At the top of the list are simple ideas: family, the Christmas tree, and tradition. Cookies and Advent wreaths remain cherished staples. More than half of all respondents say that spending time with loved ones is the most important part of the season.
For 47 percent, a festive meal with the family is essential. Close behind is the tree, which 43 percent see as a must. “The study shows clearly that people in Austria stick to their core values,” says Marketagent CEO Thomas Schwabl.
Gifts: Still a Priority Despite Higher Costs
Even with higher living expenses, many Austrians are not cutting back on gifts. On average, they plan to spend 370 euros. A quarter describe themselves as “squirrels,” meaning they shop early and often stockpile presents. Twenty-three percent call themselves “chameleons” who adjust their shopping habits on the go. One in nine are “cheetahs,” the last minute buyers who sprint through the shops at record speed.
Not everything about the season is cheerful. Crowded stores, family arguments, political debates at the table, and constant phone use under the tree are named as major mood killers. Only about a quarter say they manage to stay relaxed through the holiday.
Snow Becoming a Rarity
White Christmas is fading into memory. Only 14 percent expect snow on Christmas Eve, which fits with the long trend of warmer winters. Six percent highlight the religious meaning of the holiday. Just under a quarter keep their own film traditions alive and watch the same Christmas movies every year.
What People Are Wishing For
This year, many wishes go beyond the tree. Three out of ten respondents hope for peace in Europe and the world. And in a year marked by high prices, 20 percent say their greatest wish is simply an affordable life or relief from inflation.
The study shows that while habits shift and the world keeps changing, Austrians still look for connection, comfort, and a sense of stability when Christmas comes around.
- Hector Pascua with reports from krone.at/picture: Image by OurWhisky Foundation from Pixabay
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