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Europe is racing to open shop doors for Christmas.
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But is the festive economy even worth salvaging?
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Numbers show that retail and hospitality sectors do enjoy a seasonal boost, but the jury is out on whether it actually does the wider economy much good at all.
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Take shopping, according to Deloitte, the top five Christmas spenders in Europe or Britain, Spain, Italy, Germany and Portugal, which range from 387 to €639 per capita on average.
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In the UK, December sales are generally 50% higher than other months.
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That, said, Black Friday has made the Christmas run up less critical.
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Online shopping eases pressure on brick and mortar, and some economists predict the economy would still benefit in other ways.
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For example, what you save on drinks at the office party may be spent on new furniture.
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The last minute panic buying is one of the most visible aspects of the Christmas economy.
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But there are other, less tangible but equally riel.
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Economic impacts to one is productivity, which can dive is the Christmas bustle distracts workers.
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Then there's the cost to the environment of all the packaging and plastics in the UK last year saw output shrank 0.3% in November, rise 0.3% in December on record zero growth in January.
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In other words, the economy idled.
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Working out the overall impact of Christmas on GDP is next to impossible, but data does at least suggest its significance is overrated.