More Than Shopping: The SES Christmas Study 2025

SES Christmas Study 2025: Gift Trends for the Holiday Season

Austria / Economy / Retail / Christmas / Shopping Centers / Study

Salzburg, October 21, 2025

Shopping Centers Essential for Christmas Spirit

A study conducted in September by the Linz-based market institute for SES Spar European Shopping Centers shows that shopping malls in Austria play a central role for all age groups as places of inspiration, shopping, and experience. With 91% approval, 16- to 29-year-olds are the most active gift-givers and place the highest value on a festive shopping experience.

Christoph Andexlinger, CEO SES Spar European Shopping Centers: “We are delighted by the strong approval and the special significance our shopping malls have for people in Austria, especially during the Christmas season! Inspiration and thousands of gift ideas ready to take home, a particularly festive atmosphere, and the meeting-point character all contribute to the fact that the vast majority of retail business still takes place in brick-and-mortar stores. And with our ZEHNER gift voucher, we offer the perfect solution in the segment of the most popular Christmas gift.”

Shopping Center Experience: What Matters Most Is the Festive Atmosphere

Decorations, Christmas trees, festive music, and seasonal events are key elements of the holiday shopping experience, according to the study.

Exactly half of Austrians surveyed find Christmas markets in shopping centers or shopping streets particularly appealing.

25% appreciate the convenience of buying Christmas trees at the mall.

Craft markets (24%), visits from St. Nicholas (22%), and gift-wrapping stations (20%) are also popular.

Further Key Findings at a Glance

51% start their Christmas shopping before the end of November, well ahead of the season; one in seven buys gifts throughout the year. Another 34% begin in December. Only 15% plan not to give gifts this year.

85% of those who plan to give gifts visit shopping centers during the pre-Christmas period.

Young people up to 29 are especially active gift-givers (91%); nearly all of them (97%) visit shopping centers. For 61% of this age group, the festive shopping experience with music, lights, and decorations is particularly important – the highest value across all age groups (average 41%; 44% among women, 39% among men).

Vouchers Remain the Top Gift, Followed by Cash and Toys

With 38%, vouchers once again top the gift list across all age groups. Among those over 50, nearly one in two (45%) opts for vouchers. Men who give gifts (41%) choose vouchers more often than women (35%).

Other popular gifts include cash (25%), toys (24%), books (22%), perfumes (16%), travel/events (15%), and sweets/food (15%). Clothing/shoes, electronics, sports equipment, and jewelry also rank well with double-digit percentages.

Stable Budgets and Shopping Trends Compared to Last Year

51% of gift-givers plan to spend up to €500 on Christmas gifts. 21% will spend between €501 and €1,000. Of those who shop in physical stores, 41% travel by public transport, bike, or on foot. Among 16- to 29-year-olds, more than half use these modes of transport.

The SES Christmas Study 2025

The study, conducted by the Linz market institute for SES, is based on an online survey of 1,000 people aged 16 and over in September 2025, representative of Austria. The results provide valuable insights into the role of brick-and-mortar retail – especially shopping centers – as popular meeting points and shopping destinations during the holiday season.

Further information SES: Claudia Streitwieser-Schinagl

Head of Public Relations

Tel.: 0662-4471-7110

Mobil: 0664-2650450

E-mail: claudia.streitwieser@ses-european.com

Website: https://www.ses-european.com