“Traditionally, the shopping mood is high between St. Stephen’s Day and New Year’s Eve,” emphasizes the Viennese trade representative Margerete Gumprecht. “Around 10 percent of the Christmas business takes place in the last few days of the old year,” she says today, referring to an “important sales boost.”
Recently, warning strikes have repeatedly provided accompanying music following failed rounds of negotiations. The employee representatives are calling for a staggered salary agreement between 8.48 and 9.38 percent. The employers’ last offer was 8 percent. Another 150,000 workers in retail are also waiting for a KV qualification. The commercial KV applies to around 430,000 employees.
The average voucher value is 100 euros
After the Christmas holidays, retail business continues at full speed as many people redeem their vouchers and cash gifts – and sometimes they have to be exchanged. “Around one in ten exchanges a gift in brick-and-mortar stores. The exchange rate is highest in fashion stores, home furnishings, decorative items, books and household or electrical appliances,” says Gumprecht. When exchanging or redeeming vouchers, retailers benefit from the fact that people tend to spend more than the face value.
The average voucher value is around 100 euros; for cash gifts, Gumprecht speaks of around 200 euros. “However, fewer vouchers were given away for Christmas in Vienna this year than in previous years. Vouchers, which last year were on a third of all shopping lists and therefore the second most popular gift, were given away this year by only one in five,” said the chairwoman.
The immense inflation has increased the trend towards conscious purchasing decisions. This meant, among other things, that more people gave away something well-chosen with a personal touch this year.
Before New Year’s Eve, the expenses for a celebratory meal will also increase, according to their assessment. “New Year’s Eve is above all a culinary celebration that many people spend with family and friends. Sparkling wine, champagne, lucky charms, decorative items and food from the delicatessen department are the main sources of sales on New Year’s Eve,” explained Gumprecht.
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