Christmas is crucial for Swarovski, driving high product demand, including jewelry and festive decorations. This year, for the first time since 1997, there will be no Christmas tree at Zurich’s main train station, though future plans remain open. Sales have surged, with a 36 percent increase during Black Friday week and strong December growth. Surprisingly, nearly half of glass figurine buyers are men, and the jewelry division is thriving with an 8 percent growth rate, supported by a diverse price range.
Significance of the Christmas Season for Swarovski
Christmas holds immense significance for Swarovski, as it marks a peak season for consumption of our exquisite products. Our luxurious offerings, including not only jewelry but also stunning Christmas tree decorations, perfectly resonate with the festive spirit.
However, this year marks a notable change, as we will not be showcasing a Swarovski Christmas tree at Zurich’s main train station for the first time since 1997. This decision is beyond my purview, as it falls under the regional marketing organization’s authority. There is potential for us to reinstate a tree in Zurich next year, though not necessarily at the train station. What truly matters is creating a luxurious environment where our brand can shine.
Insights on the Christmas Business Performance
This year’s Christmas sales performance is incredibly promising. During the Black Friday week and the three days following it, we experienced a remarkable 36 percent increase in sales compared to last year. Furthermore, our revenue growth in December has also been in the double digits. Our Advent calendar, featuring 24 unique figurines and ornaments, has been particularly well-received despite its premium price of 1200 francs.
While Swarovski is renowned for its stunning glass figurines, our customer demographic might surprise you. Contrary to the stereotype of an older female clientele, nearly half of our purchasers in this category are men. The age distribution of our customers closely mirrors that of our jewelry business, highlighting a diverse appeal.
In this segment, we are witnessing a solid growth rate of 9 percent this year. A significant portion of our revenue stems from loyal customers eager for the latest Marvel figurine, Star Wars spaceship, or exquisite bird collectible. This enthusiastic customer base ensures a robust repeat business with minimal competition. Overall, we are thriving, with our jewelry division growing at an impressive rate of 8 percent—outpacing the market by more than three times.
Our unique price range, spanning from 80 to 250,000 francs, allows us to cater to a wide array of customer groups, contributing to this success.