The Christmas season is of enormous importance to the retail trade, as the industry generates around 100 billion francs in revenue annually in Switzerland. Between 15 and 25 percent of this revenue is achieved in December alone, with a significant portion generated in the days just before Christmas. For toy retailers, December sales even account for about half of the annual revenue, while for food products it is around 20 percent.
In 2022, December sales decreased by 0.2 percent according to the Federal Statistical Office, and when adjusted for inflation, the real decline was even 2.8 percent. Approximately 344 000 people are employed in the retail trade (as of 2021). Measured in full-time equivalent positions, this amounts to more than 250 000 jobs, making the retail trade the second-largest employer in the private sector.
L'Industrie du Jouet Français, share from approx. 1920, Source: Stiftung Sammlung historischer Wertpapiere
L'Industrie du Jouet Français
Toys are an important part of Christmas for children. Toys have a long history and probably already existed in the Stone Age. Later, specialised companies with a wide range of products emerged, often as joint-stock companies, such as L'Industrie du Jouet Français. The company's products are depicted on their stock certificate: a teddy bear, a toy train, a submarine, an aeroplane, a toy store, and a doll.
During the Corona years, toy sales in Switzerland reached their peak at 560 million francs. Since then, they have slightly but steadily declined, reaching 515 million francs in 2023. Therefore, the toy industry now wants to increasingly target adults as a customer group.
Société en Commandite sous la dénommination de: Manufacture des Bougies et de l'Étoile, share from 1837, Source: Stiftung Sammlung historischer Wertpapiere
Société en Commandite sous la dénommination de: Manufacture des Bougies et de l'Étoile
This bearer share with a value of 500 francs is issued in Paris in 1838. The “Manufacture des Bougies et de l'Étoile” produces candles and soaps in the French capital using various processes.
Around 750 000 tons of candles are consumed in the EU every year. The Danes lead the way with a per capita consumption of 4.3 kg. These candles probably contribute to the “hyggelig” (cozy) atmosphere in the light-poorer countries in the north - and that far beyond the Christmas season.
In Switzerland, too, consumption is around 2.9 kg per capita. Unfortunately, many of these candles are still based on kerosene, a by-product of petroleum production. Candles made from soy, rapeseed or beeswax offer alternatives.
Tiffany & Co., shre from 1998, Source: Stiftung Sammlung historischer Wertpapiere
Tiffany & Co.
The Tiffany & Co. share combines exclusivity and a fascinating history. The famous turquoise box with a white bow, the “Tiffany Box”, which is only available with a purchase, symbolizes luxury and elegance. Founded in 1837 by Charles Lewis Tiffany in New York, the company established itself through fixed prices and exquisite gemstones.
In the 2020 Christmas season, which covers the period from November 1 to December 31, Tiffany & Co. achieved global net sales of USD 1.1 billion. This represents an increase of approximately 2 percent compared to the same period last year and represents the highest sales in the company's history for the holiday season.
The figure of the Titan “Atlas” above the main store on Fifth Avenue also adorns the stock and emphasizes the connection between art, culture and finance - a perfect Christmas sparkle!
The Coca-Coca-Cola Company, share from 1929, Source: Stiftung Sammlung historischer Wertpapiere
The Coca-Coca-Cola Company
The Coca-Cola Company, founded in 1919, is one of the best-known brands in the world. Originally invented in 1886 by John Styth Pemberton as a remedy, Asa G. Candler made the drink internationally famous.
In the 1930s, Coca-Cola shapes the modern image of Santa Claus: Haddon Sundblom's friendly Santa Claus in red and white becomes the global symbol of Christmas. Listed on the stock exchange since 1892, Coca-Cola's shares are an icon of stability.
A special security from 1929, a securitized put warrant, also demonstrates the company's innovative strength in the financial sector: it gives investors the right to sell Class A shares back to the company at a fixed price of 50 dollars.
Motta S.D.A. per L'Industria Dolciaria ed Alimentare., share from 1963, Source: Stiftung Sammlung historischer Wertpapiere
Motta S.D.A. per L'Industria Dolciaria ed Alimentare
Angelo Motta opened his first bakery in Milan in 1919. With the help of yeast, he transformed the originally flat pastry into an airy dome around 20 cm high, which was extremely popular on the market. Within a few years, Motta set up further production facilities and sales outlets in the Lombard capital.
As early as the 1920s, Motta switched to industrial production in order to compete with rivals such as Gioacchino Alemagna, another baker from Milan. Motta SpA was founded in 1937. After the Second World War, Motta increasingly establishes itself on foreign markets. In 1955, the company diversified into ice cream production. Shortly afterwards, in 1957, Angelo Motta passes away.
In 2023, panettone worth 273.9 million euros is produced in Italy. 19% of the panettone produced, worth 112 million euros, is exported abroad.
Christmas Wonder Mining Company, share from 1907, Source: Stiftung Sammlung historischer Wertpapiere
Christmas Wonder Mining Company
The last share is no longer about the Christmas business, but about him personally; they are always very popular at the turn of the year, the various editions of the mostly red white beard - Santa Clause. He can be found on the shares of the Christmas Wonder Mining Company, which operated three gold mines in Wonder Nevada until 1919 and was the most successful local silver and gold producer.