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11 December 2025

Warmth in Cold Times: Fashion and Sports Stores Engage in Winter Giving

A couple viewing a large, festive Christmas window display featuring Santa in a sleigh pulled by reindeer, decorated trees, and a detailed snowy village scene.

A City Under Pressure: Growing Inequality and Rising Insolvencies

Vienna is a prosperous city, but the gap between wealth and poverty in Austria is growing, especially when it comes to private assets. While incomes remain relatively stable, a small group owns a large share of the wealth. At the same time, many people struggle with rising living costs, unstable employment and limited savings. This tension is reflected in the current economic landscape.

The retail sector, especially the fashion trade, has been under pressure for many years. Online shopping, discount chains, and changing consumer behaviour have transformed the market. In 2025, these pressures became visible in a sharp rise in company insolvencies across Austria. According to the latest KSV1870 data, 6,857 businesses went bankrupt nationwide, with the trade sector alone accounting for 1,208 cases (+4%), making it the most affected industry. Behind these numbers are personal stories: many entrepreneurs face existential crises, often through no fault of their own. When a business closes, it affects families, employees, and communities.

Solidarity in Winter: Retailers Donate Essential Goods

Against this challenging economic background, the Austrian fashion and sports retailers continued their donation initiative for the Gruft, the well-known Caritas facility supporting homeless people in Vienna. Member companies of the trade association donated goods worth more than €60,000 in 2025 (source). Brands and retailers from across the country contributed: warm winter boots, slippers, ski jackets, trousers, functional shirts, gloves, hats, backpacks and sleeping mats – items urgently needed in the cold season. Representatives of the sector formally handed over the donations to the Caritas team.
For the Gruft, which offers meals, showers, clothing and shelter 365 days a year, the support comes at the right moment. When temperatures drop, more people seek protection. Every donated item brings practical help and symbolic warmth.

A Strong Christmas Season – and Thoughts for the Future

Despite the difficult year, the Austrian retail sector reports a positive Christmas season. According to the latest data from the Handelsverband, December sales are slightly above last year, and the full-year turnover is expected to reach €79.8 billion. For many retailers, this holiday season may decide whether the year ends in profit or loss.

This good news is welcome – and everyone hopes that people can fulfil their wishes and enjoy a peaceful holiday season. At the same time, the need for donation campaigns raises broader social questions. Would a different system of wealth distribution reduce hardship? Some countries already experiment with or implement basic income models for artists and cultural workers, such as Ireland, which plans to introduce a permanent basic income for creatives after a successful pilot project.

Such ideas remain part of a larger conversation about the future of work. In a world shaped by automation, AI, and irregular employment, not everyone will find stable work in the traditional sense. A system that ensures social security without relying on constant employment could be one way forward. The annual charity actions highlight both generosity and the urgent need to rethink how society supports people in vulnerable situations. They also invite us to reflect on how we want to live together in the future — and what kinds of social structures will be necessary to sustain that vision.


Image: A couple stands silhouetted admiring a festive holiday window display featuring Santa in his sleigh pulled by reindeer over a snowy miniature village and decorated Christmas trees. Photo: © Fashion.at — AI-generated with Google AI Studio