The current IHaM long-term analysis shows - after a slow easing of purchasing restraint in April 2024 - only a sideways movement almost six months later in September 2024. The importance of promotions is increasing again. Savings are being made primarily on retail goods for long-term requirements (furniture, electrical appliances, etc.)

"The sixth biannual IHaM analysis is still not showing any signs of easing. We will probably have to wait until 2025 for a recovery in consumption,” says Dr. Ernst Gittenberger from the IHaM Institute for Retail, Sales and Marketing, summarizing the current analyses in a long-term comparison.

"The persistently weak consumer demand is affecting the retail sector differently depending on the industry group. The reluctance of Austrians to spend is particularly evident in long-term demand. There is still no end to the crisis in sight,” summarizes IHaM Head of the Institute Prof. Dr. Christoph Teller.