Christmas as always… as always a challenge: a balancing act between joy and family stress
Austrians traditionally celebrate Christmas with family, gifts and good food. However, the Christmas season also comes with challenges. TQS Research & Consulting, together with the online access panel horizoom, surveyed 1,000 Austrians on topics related to the holiday season.
Austrians value tradition – Christmas is in line with the trend
Nine out of ten Austrians celebrate Christmas, and the Holy Night is especially important for families with children. Spending time with their families is what makes the holiday special for 87% of Austrians, and Christmas cookies (66%) and festive meals (64%) are a must. Attending church services plays a rather minor role at Christmas (14%). A third of Austrians prefer raclette, which is particularly popular among the youngest age group. In a comparison of the federal states, Upper Austria stands out for its bratwurst and sauerkraut: 43% prefer this traditional dish on Christmas Eve. In the west, Swiss specialties such as raclette (55%) and fondue (43%) are particularly popular among the people of Vorarlberg.
Austrians reluctant to spend on Christmas presents
Half of the respondents said that their spending on gifts remained unchanged compared to last year. Just over a third of those surveyed are spending less on gifts this year than last. Younger people spend significantly more than older people: 34% of 16 to 29-year-olds say they are spending a lot or somewhat more on gifts this year. On average, the average Austrian spends €50 (median) on Christmas gifts.
“Single Bells” sends its regards: Christmas & relaxation are not easily compatible
The whimsical and dark Christmas movie classic “Single Bells” by Ulli and Xaver Schwarzenberger from 1997 is as relevant today as it was then: the family stress associated with Christmas weighs on almost one in two respondents: for 45%, the Christmas season is not very or not at all relaxing. For one quarter of the respondents, the Christmas spirit is clouded by emotional overload and by preparations. Other causes for disagreements are gifts (17%) and politics (17%). Especially in the youngest age group, politics is often discussed (27%). Only 38% of respondents say that they do not experience discussions or disagreements during the Christmas season.
Last Christmas polarizes
Probably the most controversial song is “Last Christmas” by Wham. In our “Insights Austria” survey, the song came in first for both the most and least favorite songs. In second place among the most popular Christmas songs is “Silent Night,” followed by “All I Want for Christmas” by Mariah Carey. The second least favorite song is “Jingle Bells,” followed by “O Tannenbaum.”
Further details on the study, including the chart report, can be found at: http://www.blog.tqs.at/2024/12/14/weihnachten-in-oesterreich/
About TQS Research & Consulting KG
www.tqs.at
TQS combines consulting and market research to develop customized solutions and tools for clients and support their decisions to be successful in the market. TQS Research & Consulting KG was founded in 1997 after a successful FWF research project conducted by the Institute for Marketing Management at the Vienna University of Economics and Business and the Institute for Work and Organizational Psychology at the University of Vienna. For more than two decades, TQS has successfully implemented proven instruments and concepts in practice and developed new methods for customer-specific issues.
About horizoom GmbH
www.horizoom.de
horizoom was founded in 2023 with the aim of providing quality, service and real added value for customers as a data-driven online access panel provider. We think and act ‘people first’: we are convinced that only by treating people fairly and with respect throughout the entire research process can we obtain honest and committed answers and thus valuable insights. horizoom GmbH is ISO 20252:2019 certified, owner-managed and independent, with currently 26 employees. The company is based in Berlin and also has a presence in Cologne. As a member of the associations ADM, BVM, DGOF, ESOMAR and VMÖ, horizoom is committed to complying with the recognized industry standards of the market and social research profession as laid down by the German Market Research Council and the international ICC/ESOMAR Code.
