Three counties where Christmas is not the peak: retail trade is booming in the summer

By: Trademagazin Date: 2025. 08. 18. 12:20

Nationally, December is the peak month for retail: the holiday season and Black Friday push turnover 15–20% above the annual average, with Budapest seeing up to +25%. However, Somogy, Veszprém and Zala stand out sharply from the pattern: here the summer months (July–August) bring the maximum, and in Somogy even June is stronger than Christmas – G7 points out.

Why is the Balaton Triangle different?

Retail demand in the Balaton area is primarily driven by the crowds of holidaymakers, so the peak turnover is not linked to year-end gift shopping, but to summer seasonal consumption. In July–August, the money spent is mainly on food, beach goods and experience-based spending, i.e. products and services that are directly related to the holiday.

What does this mean for retailers?

“Christmas” resources should be redeployed to summer: inventory and workforce should be ramped up by June. The assortment should focus on fast-moving, seasonal items – fresh produce, soft drinks, snacks, beach and outdoor products. Pricing and promotion should be adjusted to the rhythm of tourist destinations, with a flexible strategy for weekend and weather-dependent peaks. Logistics need more frequent replenishment and delivery in smaller units timed to peak days. In omnichannel presence, fast, up-to-date information – opening hours, stock indication – is key, and an online presence optimized for local searches helps to reach tourists.

While December remains the peak month for retail in most parts of the country, summer is the new Christmas in the counties along the Lake Balaton. Anyone who wants to be competitive here must build peak operations for the season – and rewrite the Christmas playbook between June and August.