Saving consumers: Retail defies difficult economic situation!

Saving consumers: Retail defies difficult economic situation!

In December 2024, retail in Austria broke a record: sales proceeds rose by 4.6 percent and real by 3.1 percent. This was a remarkable increase compared to November, where an increase of 3.8 percent (real: 2.9 percent) was recorded. Despite these gratifying statistics, however, there was a steamed purchase mood, as Rainer Will, the managing director of the trade association. Despite the increased real income, people are reluctant and saving, while the increasing unemployment rate brakes the willingness to spend vienna.at.

Championships in the Christmas business

The trade association Germany (HDE) assumes a nominal sales increase of 1.3 percent in November and December, which corresponds to a total turnover of 121.4 billion euros. Despite the adverse economic conditions, the Christmas business shows stability, even if the consumption mood suffers greatly from the influence of geopolitical conflicts and economic uncertainty, as HDE President Alexander von Preen states. The survey of the Handelsblatt Research Institute shows that the Germans want to spend an average of 297 euros on Christmas gifts - only two euros more than in the previous year. 53 percent of non-food dealers plan a worse business than in the previous year, such as retauer.de reported.

In view of the factually increased purchasing power and positive sales development, retail retail remains skeptical of 2025. The Austrian Institute for Economic Research (WIFO) predicts a moderate economic growth of 0.6 percent for 2025. At the same time, relief from political measures is required to provide the 93,000 trading companies in Austria a positive future perspective. Even if consumer confidence has dropped, the past few months show that there can be growth even in difficult times.