Shopping Instead of Beach: Half of Austrians Shop During Summer Vacation

Summer 2025 is making cash registers ring in Austrian retail: Almost half of Austrians (46%) like to combine their summer vacation with extensive shopping tours, spending an average of 359 euros per year on purchases at their vacation destination. This is according to the latest Consumer Check by the Trade Association in cooperation with Reppublika Research, for which over 1,000 consumers were surveyed. Particularly popular are purchases that one would not indulge in everyday life, as well as regional products and souvenirs.

"The summer vacation season is a golden time for brick-and-mortar retailers in tourist regions. Consumers are more relaxed, have more time, and are willing to treat themselves to something special. On average, Austrians are spending 359 euros on vacation shopping this year," confirms Trade Association Managing Director Rainer Will.

"Our industry benefits from both domestic guests and the 26 million foreign tourists who spend their summer vacation in Austria. We score not only with outstanding products, wonderful lakes, and an impressive alpine landscape, but also with art and cultural events such as the Salzburg and Bregenz Festivals."

Where the Journey Goes: To the Sea or the Mountains

Around half of Austrians (49%) plan to go on vacation this summer or have already traveled. The most popular type of vacation is a beach holiday by the sea or a lake abroad (53%), followed by a vacation in the Austrian mountains (24%) and a beach holiday by a lake in Austria (21%). The majority of vacations last between 3 and 7 days.

Particularly interesting: 80% of respondents state that they buy things on their summer vacation that they would not indulge in everyday life. The money mainly flows into:

Shopping is most frequently done in supermarkets (47%) and at weekly markets (46%). Downtown shops and boutiques are attractive to 43% of vacationers.

Why Money Flows More Freely on Vacation: Time, Fun & Reward

The reasons why people enjoy shopping on vacation are varied: The discovery of new products that are not available at home is the top reason (57%), closely followed by buying gifts and souvenirs for others (48%) and the fact that there is simply more time to stroll around on vacation (47%). The more relaxed atmosphere and the willingness to treat oneself more (43%), as well as the fun of shopping on vacation (42%), also play a significant role. For almost 30%, money flows more freely on vacation.

"Summer vacation is a break from everyday life for many people, during which they consciously indulge themselves and want to discover new things. This is also reflected in their purchasing behavior. Four out of five Austrians shop for things on summer vacation that they would not treat themselves to in everyday life," says trade spokesperson Rainer Will.

"The brick-and-mortar retail sector, especially in tourist regions, takes advantage of this opportunity by offering unique 'Made in Austria' products, regional specialties, and a special shopping experience to score points and thus keep value creation in Austria."

(Red)

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