Written by: Peter Sempelmann
It’s the time of the year again. Days are getting shorter, temperatures are getting lower, and streets are being decorated with Christmas lights. Retail is preparing for its most important season. Right in time a new study by the Austrian market-Institute www.market.at highlights the strong position of the stationary retail and shopping malls among Austrian consumers.
In spite of the many possibilities to shop online, the study shows that physical shopping experience is still second to none for a wide group of Christmas shoppers of all ages. With shopping malls taking a central position as a source of inspiration, place to go, to meet and to shop.
Atmospheric shopping at malls
“We are delighted by the tremendous response and the significance of our shopping malls, especially during the Christmas season,” says Christoph Andexlinger, CEO of SES Spar European Shopping Centers. “The particular atmosphere and meeting point character significantly contribute to the fact that the bulk of our business is still taking place in brick-and-mortar-stores.
Christoph Andexlinger
CEO of SES Spar European Shopping Centers
The study which was conducted in September 2025 also shows that indoor-Christmas-markets in shopping malls are very attractive to Austrians (50%) and that a quarter of the respondents especially appreciate the possibility to buy Christmas trees at shopping centers. Other offerings like handicraft or services like gift-wrapping are similarly popular.
Shopping vouchers as perfect gifts
For the majority of Austrians Christmas shopping is serious business. For 85% of the population Christmas gifts are a must. Austrians also tend to start their Christmas shopping early, more than half of the population (51%) before the end of November.
In 2025 the most popular gifts will again be shopping vouchers. 38% of the Austrians are planning to buy vouchers. Toys, books, perfumes, cosmetics, travelling or event tickets, clothes, shoes, electronic devices, sports goods and jewelry follow up. “With our ZEHNER shopping voucher, we offer the perfect solution in the segment of the most popular Christmas gift,” says Andexlinger.
New mobility trend
Austrians are also rather generous with at Christmas time. Half of the population (51%) is planning to spend up to 500€ on gifts, every 5th (21%) will even buy gifts for up to 1.000€.
An interesting fact from the study is the change in the population’s mobility behavior. 41% of the respondents will use public transportation or bicycles or even walk to do their Christmas shopping. Among the younger respondents (age 16 to 29) this percentage is even higher, above 50%.
