Going Beyond Gifting This Christmas

Going Beyond Gifting This Christmas
B&T Magazine
By B&T Magazine



We’ve all been there before. You’re selflessly looking for a gift for a friend or loved one and then something catches your eye.

All of a sudden, your present hunt has turned into a fully-fledged shopping spree… for yourself.

You might get drawn in by a sale, or it might be something you’ve been eyeing off for a while, the reality is we’ve all probably been guilty at some point.

And the figures back it up.

Last year, half of all purchases made during the Season for Retail at Westfield were spontaneous, in other words, self-gifting is on the rise.

But if you dig a little deeper, the self-purchase trend provides us with important insights into the habits of modern retail customers .

During Black Friday for example, 82 per cent of customers plan to purchase a gift, 42 per cent actually do.

However, 80 per cent of customers end up purchasing items on Black Friday for themselves

And Westfield is tapping into this, recognising that Christmas time isn’t just about gifting, it’s about taking advantage of the double-digit increase in audience the centres receive during the period.

It also creates a perfect storm for advertisers.

Increased foot traffic, an audience that’s proven to be ready to spend and a 100 per cent digital large format and tactical screen network for brands provided by Scentre’s specialist BrandSpace network.

BrandSpace provides offerings in media advertisement, promotional & pop up, digital & online, sponsorship and campaign services, meaning advertisers have a plethora of ways to connect with the lucrative Christmas audience.

An Australian holiday tradition: Boxing Day sales on the up

Right in the spirit of non-traditional gifting options around Christmas time is the Australian retail extravaganza that is 26 December.

Now established alongside the Boxing Day cricket test at the MCG and the start of the Sydney to Hobart sailing race as holiday traditions, images of eager shoppers lining up to get a head start on the sales feature on the news each year.

And even as ecommerce continues to grow in popularity, the Boxing Day sales have stayed strong, foot traffic increasing 4.5 per cent YOY in Westfield centres  last year.

What’s more, shoppers aren’t just visiting for the experience, they’re there to shop. Spend during the Boxing Day period was up 11.7 per cent YOY in 2018.

So if you want to get in on the lucrative holiday that is the Season of Retail, speak with Scentre Group or click here.




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