New research from LoopMe, the global leader in brand performance, reveals that last-minute festive shoppers in Australia are 60 per cent more likely to react to advertisements and deals. By comparison, 34 per cent of all consumers feel they are influenced by these campaigns during the festive period.
The research confirms that timing is crucial for brands and retailers targeting different audiences when activating their festive campaigns. While ads and deals may have more influence on those who shop in the last two weeks, early festive shoppers are reported to be higher-value. 68 per cent of those who shop more than two months ahead are planning to spend over $250. This decreased slightly to 64 per cent of those shopping one to two months in advance, and drops to just 28 per cent of those shopping in the last two weeks.
The report also found that the majority of Australian consumers (58 per cent) aren’t planning to shop for the festive season this year, but women and 35+ year-olds are key demographics most likely to maintain their festive shopping activity, with women 5 per cent more likely than men to shop for the holidays this year. A third of the over-35s segment will be making purchases totalling $500 or more, against the more than half of overall consumers (52 per cent) who are planning to spend under $250.
James Parker, Head of APAC at LoopMe commented: “Although there is a sense of caution among consumers this festive season, this data shows some bright opportunities for brands and advertisers as we enter the festive period. A third of Australian shoppers feel that festive ads and deals have an influence on their choices, and it will be key to launch campaigns early to reach the higher-value shoppers who make an early start and spend more. Increasing engagement in the last two weeks will have an impact on last-minute shoppers, who are most receptive to these ads and deals.”
