The Cisco AppDynamics Seasonal Shopping Pulse Survey 2023 has revealed that Australians plan on a 50 per cent online splurge for seasonal shopping.
The Survey also revealed that the shift towards online shopping continues to grow in Australia, with 33 per cent of respondents anticipating doing more holiday shopping online this season than the previous one.
Last year, participants reported that 42 per cent of their total Black Friday and Cyber Monday expenditure was online. This year, Australian consumers plan to do almost half (48 per cent) of their shopping digitally.
Consumers increasing their online shopping this year expect to make 72 per cent of their purchases online.
When asking consumers why they are more inclined to move to online shopping, the survey found that:
- 30 per cent felt that online platforms offered more choices.
- 31 per cent wanted to avoid the last-minute rush in physical stores.
- 20 per cent cited a lack of time for extensive holiday or Christmas shopping trips.
- 24 per cent appreciated the flexibility to shop outside regular hours or found shopping more convenient on their mobile devices.
- Other reasons included the ability to shop during work hours (14 per cent), a fondness for innovative digital services (9 per cent), and a general preference for the digital shopping experience (10 per cent).
Despite being more inclined to shop online, consumers also said that a good digital experience is critical to determining if they will truly purchase online.
More than six in ten (61 per cent) said they would feel anxious and angry if the online services they use for holiday shopping failed, and a significant 72 per cent stated they would be more inclined to return to in-store shopping if faced with challenges during online shopping.
The findings underscore Australian consumers’ increasing importance and reliance on online retail platforms. With the holiday season just around the corner, retailers have a significant opportunity to enhance their digital platforms and cater to the evolving needs of their customers.
