It’s summery and warm, and that’s reflected on shöpping.at, the online marketplace of the Austrian Post. This year’s summer shopping trends show that Austrians aren’t just looking for ways to cool down at home and in their wardrobes, but are also focusing on outdoor exercise and tending to their gardens.
Wanted, Found: From cooling to sharing to sporty
Millions of search queries on shöpping.at paint a picture of how Austrians shop in the summer: It’s hot, and that’s reflected in customer behavior. Searches for air conditioners, fans, and parasols are booming. Compared to last year, there have been eleven times more searches for portable air conditioners this year. The demand for hot tubs also remains strong. And of course, summer clothing is a must: Swimwear is currently very popular for cooling off in lakes, swimming pools, or the sea. And for a cool summer look, Austrians often opt for linen clothing , the natural fabric with breathable and cooling properties.
Summer is also all about physical activities. Besides swimming gear, numerous sporting goods are in demand , such as sports shoes – the On Cloud brand is particularly popular – as well as sports bags and backpacks for training, excursions, and hikes. To keep track of their athletic activities, many Austrians also use smartwatches. The gaming trend continues from spring: search behavior shows a clear preference for Pokémon and Lego . Furthermore, Austrians are investing more in electronic products. Smartphones from Samsung and Apple are highly sought after.
Margit Waldau, head of shöpping.at, says: “This year’s shopping behavior shows clear trends: Austrians are adapting to the summer temperatures and investing more in products for cooling down, leisure, and exercise. The search queries on shöpping.at also show how quickly customers react to seasonal developments and specifically search for products that meet their current needs.”
Green thumb instead of summer break
This summer, everything related to the garden is unchallenged in first place. Hobby gardeners are relying on various garden machines such as lawnmowers, brush cutters, and hedge trimmers. Garden shears, rakes, and brooms are also popular gardening tools that Austrians are happy to buy. The high temperatures and the sometimes lacking rainfall are causing problems for many gardeners, which is why irrigation solutions are in demand. Searches for corresponding products increased by about a third compared to last year. Classics such as garden pumps, hose reels, and sprinklers are particularly popular. For both gardening tools and hardware store equipment, customers prefer established brands such as Milwaukee, Makita, Gardena, and STIHL.
One country, two summers
Even in summer, different purchasing behaviors are evident between eastern and western Austria. In the east – especially in Burgenland, Lower Austria, and Vienna – the most search queries were for air conditioners. In the west of the country – especially in Vorarlberg, Tyrol, Salzburg, and Carinthia – swimwear was particularly popular. The search queries show that Austrians enjoy summer differently depending on the region – whether cooling off at home or by the water.
About shöpping.at
Since its founding in 2017 by Austrian Post AG, shöpping.at has become Austria’s largest online marketplace. With over three million products, shöpping.at offers its customers a wide, international selection and scores points with reliable delivery via the postal service. Around one million customers already trust the marketplace. shöpping.at is proud to offer its customers a reliable alternative from Austria.
Facts at a glance
(as of July 2026)
- Topic: Summer shopping trends 2026 on shöpping.at show increased demand for cooling, leisure and garden products.
- Product / Service: High demand for air conditioners, fans, parasols, whirlpools, as well as swimwear and linen clothing.
- Key figures: Compared to the previous year, there were eleven times more searches for mobile air conditioners this year; searches for irrigation products increased by around a third compared to the previous year.
- Measure / Activity: Increased purchases of sporting goods (including “On Cloud” sports shoes, sports bags, backpacks), smartwatches, electronics (Samsung, Apple) and toys such as Pokémon and Lego.
- Special feature / technology: Preference for established brands in garden and hardware store equipment such as Milwaukee, Makita, Gardena and STIHL.
- Region: Different search behavior with a focus on air conditioning units in the east (Vienna, Lower Austria, Burgenland) and swimwear in the west (Vorarlberg, Tyrol, Salzburg, Carinthia).
- Effect: Adaptation of shopping behavior to summer temperatures with a focus on cooling, outdoor activities and garden maintenance.
Source: Österreichischen Post AG