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Austria Now News – Austria
Despite rising prices and weaker consumer sentiment, 77 percent of people living in Austria aged between 16 and 74 plan to visit at least one Christmas market this year, compared with 71 percent last year, according to a new study by the Institute for Retailing, Sales and Marketing (IHaM) at Johannes Kepler University Linz.
The season begins on Friday, 6 November, with the opening of the markets in front of Schönbrunn Palace and on Stephansplatz in Vienna.
Young people the most enthusiastic
The biggest surprise came from Generation Z: 94 percent of the youngest respondents intend to visit a Christmas market this year, compared with 85 percent last year. The figure stands at 81 percent for Generation Y, 69 percent for Generation X and 66 percent for baby boomers. Study author Ernst Gittenberger said this shows that this traditional form of retail is attractive to young people as well.
Proximity to home matters more than prices
When choosing a market, 45 percent consider proximity to their home the deciding factor, 39 percent rely on recommendations from friends and family, while 38 percent care about an attractive setting. 33 percent take public transport connections into account, 29 percent the food and drink on offer, 28 percent crafts and gifts, and 24 percent parking. Price levels are decisive for only 23 percent.
Institute head Christoph Teller pointed out that Christmas markets draw visitors into city centres, but higher visitor numbers do not automatically mean higher sales for surrounding shops.
Tip for visitors
Visitors are advised to use public transport to reach the major markets in Vienna and to compare prices between stalls before buying, especially with families and children.
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Sources
- Heute – Trotz Teuerung: Österreicher stürmen Punsch-Stände – 03.11.2026 – heute.at
