Despite the difficult economic situation and the continued lack of a consumer recovery, the latest IHaM forecast assumes a positive Christmas market season. “Turnover at traditional markets in the run-up to Christmas will rise to around € 330 million this year, exceeding the pre-crisis level of 2019 for the first time,” says Dr. Ernst Gittenberger from the Institute for Retail, Sales and Marketing (IHaM), providing an outlook for the 2024 Christmas market season.

However, Christmas markets are not only an economic factor, but also fulfill a social function. Especially in the run-up to Christmas, traditional markets provide a good reason to meet up with friends, acquaintances and family. After all, social interaction is the most fundamental function of a market.

In addition, Christmas markets shape the image of city centers during this important time for the retail trade and create an inviting atmosphere with their visual, auditory and culinary attractions, which draws visitors in and extends the time they spend there. The international publications at the Institute for Retail, Sales and Marketing (IHaM) underline how important such local synergies are for the sustainable success of inner-city retail.

In the coming Christmas market season, the spillover effects of these synergies are estimated to generate additional sales of around € 280 million for the surrounding stores,” says IHaM Institute Director Prof. Dr. Christoph Teller, explaining the current research at the Institute for Retail, Sales and Marketing at the Johannes Kepler University Linz.