There are two types of Christmas shoppers: those who plan for months in advance, and those who wait until days in advance to find the perfect gift.
With Christmas around the corner, many major European cities noticed a surge in visitors. Festive Christmas markets fill with crowds trying to get their annual share of glühwein, raclette and bratwurst, as last-minute shoppers frantically search for the perfect gift.
Brick-and-mortar stores benefit especially in the days leading up to the holidays, as delivery delays caused by high online demand push many consumers to turn to in-person shopping instead.
Gift vouchers, toys, books, and fashion are once again in high demand. Retailers in Austria are pleased and expect a modest increase in sales this year.
"I believe it was a solid Christmas season considering the circumstances. We mustn't forget where we've come from, the difficult period of the last two years," Rainer Trefelik, Chairman of the Trade Division, Austrian Chamber of Commerce said.
"We're hoping for a slight increase," he added, "under these conditions, it's a good, solid result, but no cause for euphoric celebration".
Shoppers also flocked to Antwerp, a Flemish city in Belgium known for its retail scene. With shops typically closed on Sunday, retailers open the doors every Sunday in December to accommodate the holiday crowd. Last week, the influx of visitors was so large that police temporarily closed several streets to manage the crowds.
Beyond gift shopping, food and beverages play a central role in holiday celebrations. In the city of Lille, France, a wholesale market recorded a notable surge in activity during the week leading up to the festive period.
In Lille, Wholesaler Maison Ballester Sénéchal, France's third-largest wholesale market, is a key supplier for greengrocers and restauranteurs. Selling around 200,000 tonnes of fruit and vegetables annually, the market experienced a significant 25% increase in activity in the week leading up to the festive period.
Despite the high demand, the market keeps a close eye on pricing, with the goal of keeping produce at a competitive price.
"Customers don't have unlimited budgets, so we must be vigilant about prices," greengrocer Alain Dupré said.
However, not all cities have seen the same trend. In Athens, Greece, shop owners say they are experiencing a slower pace this year, noticing growing financial concerns among consumers.
“People who were more comfortable last year are more hesitant this year and are postponing their purchases until the very end,” said Labros Iriotis, a coffee shop owner in Athens.
“The market this year, compared to last year, is moving at a slower pace. Last year things were a bit better,” he added.
While Athens still welcomed many last-minute shoppers, a large number had already taken advantage of Black Friday discounts. Nevertheless, the festive atmosphere in the Greek capital remained vibrant and lively.
Shop windows and streets were filled with glittering decorations, festive music, and colorful lights the day before Christmas Eve.