The extremely strong start to Christmas shopping around Black Week and the increasing foot traffic in SES shopping malls from week to week particularly in December point to solid Christmas business in 2024. Sales and foot traffic have been consistently positive in recent weeks, with November particularly standing out. This overall trend confirms the significance of bricks-and-mortar retail and SES Centers as popular shopping destinations at Christmas time. ZEHNER voucher sales promise high redemption rates between the holidays.

Never before have SES malls seen so much Christmas shopping in November as this year. This could be partly due to the coincidence of Black Friday and the start of Advent. On the other hand, there was a Black Week this year in which more retail partners participated than ever before. In addition, customers already had their November salaries and Christmas bonuses at their disposal by that time – all in all, a situation that led to a particular impulse to buy. Surprisingly Black Friday exceeded all expectations: foot traffic was six percentage points higher than on Black Friday last year, while the week as a whole saw impressive growth of over nine percent compared to the same week last year.

Christoph Andexlinger, CEO SES Spar European Shopping Centers:
“Many customers have already done their Christmas shopping early this year. The strong Black Friday and the overall November performance boosted business. Our shopping malls offer what people are looking for at Christmas time: attractive offers, special experiences and a festive atmosphere. It is still too early for a final assessment, as the days between Christmas and New Year are among the busiest and highest-selling in the year. We are sailing into the year end with the wind at our backs.”

Christmas business stable in December
Due to the extremely busy November, visitor numbers at the beginning of December were on a par with the previous year, depending on the location. From the second week of Advent onwards, there was a steady increase in the number of visitors from week to week. The ZEHNER gift vouchers (worth EUR 10) remained particularly popular, shining as the best-selling Christmas gift – a trend also confirmed by the market study commissioned by SES.

Since the beginning of November, a double-digit million euro amount of ZEHNER vouchers have been sold during the Christmas season, both at the visitor service points in the centers and online. ZEHNER voucher dispensers were added at four locations in November this year and have been well received by visitors as an additional service.

The ZEHNER sales figures bode well for the fashion and sports retail sectors: experience shows that many gift vouchers are redeemed in the days between Christmas and Epiphany. In 2023, around 30 percent of redeemed vouchers went to the clothing and sports categories.

A promising overall picture
In summary, the cumulative picture for November and December is positive. The SES shopping malls were able to increase their foot traffic compared to the previous year. November, in particular, demonstrated how important bricks-and-mortar retail remains for the Christmas business. As expected, the third week of Advent is the strongest in this year’s season. However, we expect that the 4th Saturday of Advent will not see a disproportionate peak, as next week has a bridge day on December 23, which many people will use as their first day of shopping during their holiday.

Successful Christmas business for food retailers, sports, fashion and technology
This year’s Christmas business was satisfying for many sectors. Food retailers specifically benefited from high demand at the start of Advent. High-quality products such as expensive wines, sparkling wine and champagne were in high demand. While food retailers are already gearing up for the time after the holidays, clothing, shoe and sports retailers are starting their traditional sales. Sports retail continues to enjoy great popularity. In addition to ski equipment, rental skis for children and customizable ski boots, the focus is on trendy sporting goods. The fashion and shoe trades were dominated by the sale of jackets, knitwear, festive clothing, and boots. Technology and toy dealers also experienced high demand – televisions, gaming consoles, board games and special editions of vinyl records were highly coveted during the first Christmas shopping period. Jewelry stores and perfume retailers are also very pleased with the course of business to date.

Festive mood creates a feel-good atmosphere
As the market survey also shows, decorations, lights and Christmas music play a central role in the Christmas spirit for 83 percent of women and 77 percent of men. The SES Centers offer an atmospheric shopping experience throughout the Advent season, from festive music and traditional events such as Santa visits and Christmas markets to family-friendly activities.