New Year’s Eve 2024 promises to be a happy end to the year, not only for the Viennese population, but also for retailers. According to a current study by KMU Research Austria on behalf of the Vienna Chamber of Commerce, 6 out of 10 Viennese (62 percent) plan to celebrate the turn of the year. This celebratory mood is also reflected in consumer spending, which averages 60 euros per person.
Diverse celebration traditions strengthen consumerism
The turn of the year is a significant source of revenue for Viennese retailers. “New Year’s Eve impressively shows how the diversity of traditions and the joy of celebrating can provide significant economic stimulus and stimulate trade in Vienna,” explains Margarete Gumprecht, chairwoman of the trade division at the Vienna Chamber of Commerce. “In addition to the pre-Christmas period, the days between Christmas and New Year’s Eve also generate strong sales, as many people redeem their vouchers and cash gifts or exchange gifts. Around 10 to 15 percent of the Christmas business is carried out in the last days of the old year and brings another important sales boost for Viennese retailers.”
Half of Viennese (51 percent) use this time to shop, including drinks, food and lucky charms, which are among the most popular products. “New Year’s Eve is above all a culinary festival. Sparkling wine, champagne, lucky charms, decorative items and food from the delicatessen department are the main sources of sales on New Year’s Eve,” says Gumprecht. The approximately 90 Viennese wine shops are also well attended and generate a significant portion of their annual business during this period.
The majority celebrate at home with family and friends
When asked about how the celebrations are organized, the majority (52 percent) say they celebrate at home with close family or friends. One in four people is a guest at a party hosted by friends, colleagues or family. 18 percent use the occasion to celebrate outside of Vienna and escape the city.
The cult film “Dinner for One” is part of the evening for 15 percent, while eleven percent celebrate in a pub, a restaurant or a bar. Around one in ten Viennese plans to visit the Vienna New Year’s Eve Trail (which also has a very important tourist significance). Six percent plan to go to a ball, a concert, the theater, the opera or a cabaret on New Year’s Eve.
Health, family and environmental protection as resolutions for 2025
Around three in ten Viennese (29 percent) have made New Year’s resolutions for 2025. For the majority (59 percent), health is their top priority because they want to exercise more or otherwise live a healthier lifestyle. 44 percent plan to take more time for themselves, 39 percent want to spend more time with their loved ones. Three out of ten Viennese want to change careers, while 21 percent want to stop smoking and/or drink less alcohol. Reducing the time on social media is important for 18 percent, while 16 percent want to increase their commitment to the environment.
Fireworks and Danube waltzes remain popular
The most popular activities on New Year’s Eve include toasting the New Year (71 percent) and watching fireworks (65 percent). Traditional elements such as the Danube Waltz, which 19 percent of Viennese want to dance at midnight, and wax casting (18 percent) provide additional enthusiasm.
Representative online survey among 530 Viennese – SME Research Austria on behalf of the Vienna Chamber of Commerce (2024)