Although shopping is not one of the main reasons for a holiday, nor the main criteria when choosing a holiday destination, shopping nevertheless plays a key (secondary) role. 9 out of 10 vacationers will buy retail goods at their holiday destination this year, including souvenirs and local specialities (not surprisingly), but clothing is also very popular.

In all, this year, Austrians will spend over one billion euros on their summer holiday purchases. The downside is that just under €3 out of €10 will remain in Austria.

Dr. Ernst Gittenberger, Institute for Retailing, Sales and Marketing (IHaM), at Johannes Kepler University Linz (JKU), summarized the current study finding: "Shopping may not be the most impprtant thing during summer holidays, but it is the most important secondary role. As planned spending can be over one billion euros, shopping while on holiday is an economic factor that cannot be underestimated," .

Univ.Prof. Dr. Christoph Teller, head of the Institute for Retailing, Sales and Marketing (IHaM), added:."Beautiful destinations, peace and quiet, relaxation, lots of time, and good vibes are what makes shopping during summer holidays so special. The downside is that less than a third  of this money goes to the retailers. In times of crisis, this is a clear argument in favour of vacationing in Austria in order to strengthen both tourism and retail sales."