A New Year's Eve that will make Vienna tremble!
The turn of the year is just around the corner, and Vienna is ready to pop the corks! A recent study by KMU Forschung Austria on behalf of the Vienna Chamber of Commerce shows that 66 percent of Vienna's population want to celebrate the turn of the year properly. With average spending of €80 per person, this is creating a real boom in retail. But what lies behind these figures? We have all the details!
Retail benefits: A boost for the economy
Margarete Gumprecht, chair of the Trade Division at the Vienna Chamber of Commerce, sees the days between Christmas and New Year's Eve as a golden time for retail. “The days between St. Stephen's Day and New Year's Eve provide a noticeable boost to Viennese retail,” she explains. Gift vouchers, cash gifts and the exchange of Christmas presents contribute to around 10 to 15 percent of Christmas business being completed only in the last days of the year.
These figures are an important indicator of the economic situation in Vienna. While other federal states such as Lower Austria or Styria show similar trends, Viennese retail is particularly optimistic. Experts suspect that this is due to Vienna's high population density and high purchasing power.
What's ending up in the shopping basket?
- Food & drinks: 57 percent
- Good luck charms: 53 percent
- Snacks: 52 percent
- Gifts for loved ones: 21 percent
- Fireworks: 19 percent
- New outfit: 15 percent
The Viennese are known for their attention to detail, and that is reflected in their purchases. Food and drinks are particularly popular. No wonder — New Year's Eve is above all a culinary celebration, as Gumprecht emphasizes.
Culinary highlights for New Year's Eve
Nearly a third of Viennese enjoy traditional dishes on New Year's Eve. Whether bread rolls, cheese, chocolate or meat fondue, goulash, cold platters, salmon variations or raclette — the selection is large. These culinary traditions are deeply rooted in Viennese culture and offer a welcome opportunity to bid farewell to the year with a festive meal.
Intimate celebrations
The majority of Viennese (51 percent) celebrate New Year's Eve in the circle of family and friends. This intimate atmosphere is typical of the Viennese and reflects the desire to see the year out with loved ones. Interestingly, 18 percent of Viennese leave the city to celebrate the turn of the year elsewhere.
Traditions and rituals: a must for many Viennese
The cult film „Dinner for One“ is an established part of New Year's Eve for 14 percent of Viennese. The Wiener Silvesterpfad, which also has important tourist significance, attracts about one in ten Viennese. These traditions are not only an expression of Viennese lifestyle but also an important factor for tourism.
New Year's resolutions: health in focus
About 38 percent of Viennese have made New Year's resolutions for 2026. Health is the top priority, followed by the desire to have more time for themselves or their family. These resolutions reflect social trends and show that the Viennese value a healthy and balanced life.
Opening hours around New Year's
On the last day of the year, changed opening hours apply in Vienna. While shops are generally open until 5:00 PM, grocery stores are allowed to remain open until 6:00 PM. Confectionery shops, florists and New Year's goods retailers are even allowed to be open until 8:00 PM. These regulations are an important part of Vienna's economic policy and help maximize turnover in the last days of the year.
Outlook: What will 2026 bring?
The Viennese economy is looking optimistically into the new year. The positive mood is supported by the high spending of Vienna's residents around New Year. Experts expect this trend to continue in the coming year, especially in light of the planned economic measures by the city government.
Overall, the study shows that the turn of the year in Vienna is not only a time of celebration but also an important economic factor. With average spending of 80 euros per person, Vienna's population provides a strong boost to the retail sector. And the best part: these traditions and rituals are an integral part of Viennese culture and will continue to play an important role in the future.
