Accenture Study: Aussies To Spend $686 On Christmas (With Food The Big Winner)
This year Australians will spend an average $686 each on Christmas, with more than half of it ($351) going towards groceries, according to the results of Accenture’s 2019 Retail Research.
At the same time, only a fifth (23 per cent) of shoppers are optimistic about their financial situation coming into the Christmas season, with grocery costs (35 per cent), disposable income (31 per cent) and utility costs (25 per cent) being the main factors influencing Christmas spend, according to respondents.
The Accenture Research, which surveyed 1,000 Australian respondents, also revealed that one-third (34 per cent) of Australians will complete their shopping online, with seven in 10 shoppers (66 per cent) researching Amazon before looking or buying anywhere else.
Over a quarter of shoppers (29 per cent) expect fast and free delivery when shopping online however, they would be enticed to choose in-store pick-up over delivery if rewarded by bonus loyalty points (61 per cent), a discount voucher to be used in-store on day of pick up (51 per cent), or a free gift with purchase upon collection (50 per cent).
Consumers trading up for Christmas groceries
Many consumers are opting to trade-up this holiday season, with 26 per cent of shoppers indicating they will do their food shop at a high-end retailer and over a third (35 per cent) planning to buy premium brands instead of private label.
The survey also found online grocery shopping is not common during the festive season with only one in ten consumers always or often shopping for groceries online. However, respondents said more competitive prices (45 per cent) and better offers and deals (40 per cent) would entice them to shift their grocery spend online.
The grocery store continues to be important to shoppers as two-thirds (67 per cent) would prefer to hand pick all fresh food items. Being able to see, feel and smell the physical product (48 per cent) and the in-store shopping experience (48 per cent) are the primary reasons why shoppers still opt for bricks and mortar grocery shopping.
What are we getting for Christmas?
Gift cards for stores or restaurants will be the present of choice for around half (56 per cent) of shoppers this year, with clothing/footwear (48 per cent) and toys (42 per cent) the next most popular gifts. Nearly a quarter of respondents (20 per cent) plan on spending more on experiential gifts such as cooking classes and concerts in 2019 compared to last year.
When it comes to gift ideas, 55 per cent of shoppers are mainly browsing in-store for inspiration while, 42 per cent are relying on word of mouth recommendations. For Christmas food ideas, Australian consumers are either browsing in-store (70 per cent) or referencing retail catalogues (58 per cent).
Responsible retailing a growing trend
Almost half of those surveyed (44 per cent) say they are more likely to do their holiday shopping with a more environmentally conscious retailer, and roughly the same amount (43 per cent) of consumers plan to make an impact with their money by doing business with retailers that reflect their values. In conjunction, 58 per cent of consumers believe retailers are making positive strides towards being more environmentally conscious with their product and service offerings.
Glenn Heppell, products lead for Accenture Australia and New Zealand commented: “Despite the growing trend toward online shopping, and the need to provide consumers with a strong online proposition, bricks and mortar retail remains a critical channel for shoppers in Australia, especially over the holiday season. With two thirds of consumers planning to spend-instore, retailers need to carefully plan their strategy for superior customer service as well as labour, assortment and allocation of inventory to ensure they are winning the attention of customers at this busy time of year.
“There is a growing trend toward consumers spending their money on brands that reflect their values and who demonstrate they are taking positive steps to improve sustainability through their business practices. As consumers become more environmentally and socially aware of the impact retailing has on the environment, retailers need to design their products and business around responsible initiatives.
“From the research, it is evident promotional offers are a reliable way to entice customers, however retailers need to ensure they are managing these incentives carefully to guarantee they aren’t leaving a gap in their own profits. By using data-driven approaches to understand profitability, this will enable clearer visibility of inventory and establish an understanding of the intersection between products and services while staying competitive.”
Please login with linkedin to comment
AccentureLatest News
Spotlight On Sponsors: PGA Championship Becomes First Men’s Major To Sign Sports Betting Partner
The PGA of America has signed a landmark deal with ESPN Bet, becomming the first men’s golf major to sign a sports betting partnership. Meanwhile, St Kilda has locked down its defence in a new deal with NordVPN. Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside […]
Mackenzie Arnold & Tony Gustavsson To Take Part In Inspiring Conversation At Vivid Sydney
CommBank Matildas’ Mackenzie Arnold and head coach Tony Gustavsson will join this year’s Vivid Sydney taking part in an inspiring Vivid Ideas conversation at Sydney Town Hall on Monday, 10 June. Champions of Change: Mackenzie Arnold and Tony Gustavsson will explore the dynamic between coach and athlete, offering an in-depth look at the pressures and […]
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says DoubleVerify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (08/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Services
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
It’s All About The Indies! Introducing The Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.
AiMCO Announces New Member Webinar To Deep-dive Into The Intricacies Of Influencer Agreements
Work with influencers? This webinar's a must. And, thankfully, sporting immaculately white teeth isn't a prerequisite.
TikTok’s Head Of People AUNZ Laura Chuck Leaves After Nearly 4 Years
As much as B&T wanted to use "chucks it in" in this headline, we didn't want the Chinese government coming after us.
News Corp Australia Gets Ready For D_Coded 2024
News' D_Coded event returns for 2024. And that can't be said about Alan Jones, the Masked Singer or plant-based meat.
Ideally Continues high growth trajectory, appoints senior marketing lead
Maura Halpin brings impressive resume to her new role at Ideally. Although her bronze in Year 12 swimming has vanished.
Feel-Good Gin! The Oasis Committee And Spirit of Little Things Collab On Charity Gin
Want to help disadvantaged youth all while drunkenly phoning an ex at 3am? Have we found the gin for you!
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it