A recent survey by the Trade Association shows that summer vacation is also a time for shopping for many Austrians. Almost half of those surveyed (46 percent) combine their vacation with extensive shopping trips, spending an average of €359 per year. Souvenirs, regional products, and items that aren't affordable in everyday life are particularly in demand.
Rainer Will, Managing Director of the trade association, confirmed that the summer holiday season is an important time for retailers in tourist regions. Retailers benefit not only from domestic guests, but also from the millions of foreign tourists. Consumers are more relaxed on vacation, have more time, and are willing to treat themselves to something special. The survey revealed that the majority of vacation money goes towards leisure activities, souvenirs, and regional products.
The most popular type of vacation is a beach holiday by the sea or lake abroad, followed by holidays in the Austrian mountains. The majority of vacations last between three and seven days. Reasons for this relaxed consumer behavior on vacation include discovering new products, shopping for gifts, and the relaxed atmosphere. Four out of five Austrians buy things on vacation that they wouldn't treat themselves to in everyday life.
Shopping is most frequently done in supermarkets and weekly markets, but also in downtown shops and boutiques. The survey, which was conducted by Reppublika Research was conducted, is based on a survey of over 1.000 people in Austria.