OMG study: Christmas in Switzerland offers many opportunities for retailers and advertisers

The OMG study examines the various facets of Christmas in Switzerland. The results show that the majority of Swiss people associate the end-of-year holidays with joy, traditions and family get-togethers.

According to the study, 62% of those surveyed are looking forward to Christmas, the colorful lights, decorations, mulled wine and presents. However, 22 percent find the Christmas commercialism annoying. For two-thirds, especially older people, the focus is on being together with family, followed by childhood memories and decorated Christmas trees. Younger respondents, on the other hand, are more likely to look forward to presents and mulled wine.

Since October, stores have been full of Christmas merchandise and are trying to get customers in the mood for the festive season. 44 percent of respondents feel that the early start is inappropriate, while 18 percent welcome it as a way of getting into the festive spirit. However, not everyone is organized enough to get involved in this early start to sales.

This means that there is still considerable potential for retailers just before Christmas Eve. Many people have not yet finished their preparations a week before Christmas, which offers opportunities for retailers and advertisers.

In the hot phase of Christmas shopping, one week before Christmas, around half of the population is still busy with preparations. Men tend to be more indecisive than women and often do not yet know what they are going to buy or cook for Christmas. On average, everyone in Switzerland plans to spend 270 francs on presents. Men and older people tend to spend more than women and younger people. The most popular gifts this year are vouchers, followed by toys, clothes and accessories. Books and everyday items tend to be at the lower end of the popularity rankings.

Purchases are made both online and offline, with most people using both channels. Pure online or offline shoppers are rather rare. The 30-44 age group is the most active when it comes to buying Christmas gifts online. Christmas markets are less about buying presents and more about socializing.

"Our study shows that Christmas in Switzerland remains a celebration of joy and traditions despite the commercial pressure. We see people's short-term shopping and preparations as positive for advertisers, as it shows that there is great potential for advertising until shortly before Christmas," says Michael Selz, Managing Partner Insights & Strategy at OMG Switzerland.