JKU study finds shoppers still cutting back

Shoppers in Austria remain cautious, particularly on clothing, furniture and electronics, according to a new study by the Institute for Trade, Sales and Marketing at Johannes Kepler University in Linz, ORF reports. Retailers are now hoping Christmas sales will help offset a mixed year.

In the institute’s twice-yearly analysis, 73 percent of consumers said they were paying closer attention to retail promotions. More than half said they were choosing cheaper products more often, keeping price sensitivity at a level similar to that recorded in the spring.

The pullback is strongest for larger purchases. Some 32 percent said they were spending less on clothing, shoes or sports goods. For furniture, electrical appliances, and building and DIY supplies, the figure was 40 percent.

Respondents viewed the economic situation somewhat more positively than they did in the second quarter of 2026, but the researchers said there was not yet evidence of a lasting improvement. Consumer confidence remains subdued, partly because prices are rising again in several areas, particularly energy, weighing on households’ willingness to spend.

The retail sector is looking to the Christmas shopping season to partly make up for the year’s uneven performance. Christoph Teller, head of the institute, said gift purchases often follow different patterns from everyday spending. A sustained recovery, however, would require consumers to feel more confident.