SES Spar European Shopping Centers


SES Survey: The 2020 Christmas Shopping Season Has Begun

One out of Every Four Shoppers Has Already Purchased Christmas Gifts


Christmas Shopping at EUROPARK Salzburg

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Austrians have commenced with this year's Christmas preparations – even though the most important season for the retail industry has yet to begin. The results of a survey conducted by the Linz Market Institute, on behalf of SES Spar European Shopping Centers, the largest operator of shopping centers in Austria, have revealed this to be true. A total of 1,000 consumers were surveyed. According to the survey, roughly a quarter (24 percent) of respondents who plan to buy Christmas presents this year will have made their first purchases by the end of October 2020, with 10 percent of those surveyed reporting gift purchases made in September. Two thirds of the population have every intention of spending up to EUR 500 on Christmas presents this year, and one fourth of them will spend even more.

Some 24 percent of Austrians have already begun to do their Christmas shopping, with their efforts kicking off either earlier this year or by October at the latest – well in advance of when the traditional pre-Christmas season takes off in the retail sector. Ten percent of all respondents claimed to have bought presents for Christmas 2020 before the end of September. Nearly 40 percent of those surveyed who intend to buy Christmas presents this year will start doing so in November. Fewer than one in 10 of the individuals polled are last-minute shoppers who buy all of their presents during the last week before Christmas, two-thirds of whom are men.

More Than Half of Respondents Will Spend Between 100 and 500 Euros
Two thirds of the population will spend up to EUR 500 on Christmas presents this year, with a good quarter (24 percent) expected to spend even more.


 Purchasing Gifts Generates Christmas Joy and Anticipation
According to the recent survey, the predominant feeling experienced by those shopping for Christmas presents is, first and foremost, one of anticipation with respect to the holiday season, though the feeling is more prevalent among women (54 percent) than among men (34 percent).


 Now, More Than Ever Before – A Celebration of the Christmas Season
“On the one hand, the fact that consumers have started shopping for Christmas presents so early this year has taken us by surprise. However, it is probably safe to assume that the act of giving is particularly significant in times like these,” sums up Marcus Wild, Chief Executive Officer of SES Spar European Shopping Centers. “While brick-and-mortar retail, which employs hundreds of thousands of people, may not be able to compensate for all of the sales lost in the wake of the lockdown that occurred in the spring, the data provided by this survey suggests that at least some of the lost sales will be recouped. The budgeted expenditure shows that these adverse circumstances have resulted in somewhat of a Christmas revival and that, in contrast to previous years, Christmas has once again become of paramount importance to Austrians as an occasion to celebrate. For those of us in brick-and-mortar retail, our task will be to meet our customers' desire for a pre-Christmas atmosphere,” says Wild.

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SES Spar European Shopping Centers
SES is a developer, builder, and operator of shopping centers in six countries. The company currently manages 29 shopping destinations in Central, Southern and Eastern Europe with over 1,800 shop partners on a leasable area (GLA) of more than 820,000 square meters. SES is the market leader in Austria and Slovenia for large-scale shopping places. In 2019, tenants at SES locations generated gross sales of 2.83 billion euros. More than 112 million people visited the SES centers in the previous year. SES also offers its know-how in the areas of project development, construction management, leasing of shop space, as well as center and facility management to external owners of shopping malls right from the outset. SES centers have already received several national and international awards for architecture and design, sustainability, traffic flow concepts, and innovative marketing. SES is part of the SPAR Austria Group.

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Christmas Shopping at EUROPARK Salzburg

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Claudia Streitwieser-
Head of Public Relations

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