While mega-shopping days such as singles day in China and Cyber Monday in the United States have become massive revenue spikes for online retailers in their respective countries, Australia’s Click Frenzy has left Australians a little bemused, with the much-hyped day failing to be the biggest online shopping day being nudged out by the first week of December.
“The average Australian Internet user will spend a total of $328 online during November and December, driving around 18 per cent of total online sales for the year. In 2015 we expect an increase in online sales during Click Frenzy on 17 November. However, we are predicting the biggest day for online spending will be 7 December,” said Tamara Gaffney principal research analyst, Adobe Digital Index.
New research from Adobe Digital Index is predicting the biggest online spending ahead of the Christmas season will occur in the first week of December. While online spending during the holidays is expected to remain steady year on year, Adobe Digital Index predicts Australians will spend around $7 billion online in the lead-up to Christmas.
Adobe’s global Online Shopping Predictions is based on an analysis of 55 million product shop keeping units (SKUs), aggregated and anonymous data of more than one trillion retail websites over the last seven years.
“Holiday shopping is a huge investment and consumers get more sophisticated every year with their online and mobile shopping in order to secure the most popular gifts at the best prices,” said Gaffney.
Australia is the second lowest country for holiday shopping as a total percentage of online spending, ahead of only Japan. The Austrians are the most eager Christmas shoppers.
On a per capita basis, nobody comes near the Swiss for online spending, while the Italians spend the least per person online.
Compared to “normal shopping days”, Australia and Japan again bring up the rear, while the United States is the most excited about holiday shopping.
For the bargain hunters, here is Australian online retailers discounting cycle, with the days before Christmas seeing a massive increase in discounting that peaks after Boxing Day, before climbing back to full price in early January.
Gaffney said mobile is again playing a significant role in holiday shopping behaviour.
“Over the next two months we expect 14% of ecommerce purchases in Australia to be transacted via smartphones and around 8% via tablets. Shoppers will also browse on their mobile devices, 31% via smartphones and 12% via tablets.”
Around the world, China is expected to have the highest level of online spending during the holiday season at $150 billion, followed by the United States at over $80 billion. In Europe, Adobe is predicting the United Kingdom to have the highest online spend at around $27 billion, and in Asia Pacific, Japan is expected to see the second highest online spend in the region with US$37 billion in online sales (a 5% year-on-year growth) predicted, followed by Australia at US$7 billion.
View Adobe’s global Online Shopping Predictions here.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]