New research released today shows that Christmas shopping will begin early this year with almost two out of three Australian Christmas shoppers (63 percent) stating they will purchase gifts as early as September this year. The research shows the pace of shopping will accelerate beginning in October and continue into mid-November.
The research, conducted by global advertising technology leader The Trade Desk with YouGov, also revealed that three in four (76 percent) Aussies plan to spend the same or more on gifts this festive season than they did last year. Online shopping is also tipped to increase, with (41 percent) of online shoppers intending to make more online purchases this year.
With one in three Australians now making online purchases at least once a week, this year’s Christmas is gearing up to be the biggest online shopping season of all time. And as media consumption has moved more and more to digital channels, such as mobile, audio streaming and broadcast video on demand (BVOD), marketers are looking for ways to connect with customers wherever they are throughout their shopper journey across the open internet.
James Bayes, General Manager of The Trade Desk Australia and New Zealand said: “Last year’s domestic travel restrictions and the ongoing Covid uncertainty made planning difficult for marketers. This year, consumers are telling us they will be spending more and spending early, so brands should be thinking about how to engage these shoppers now. Brands can achieve this with confidence through programmatic channels while retaining the flexibility to quickly respond to changing community sentiment.”
While the majority (77 percent) of Australian shoppers describe themselves as “planners” when it comes to their purchasing behaviour, the Christmas period increases impulsivity. One in three Aussies (32 percent) admitted they tend to make more impulse purchases during Christmas sales and promotions.
“While we know Australian shoppers are generally planners, the festive period and the new Covid dynamic is changing how advertisers thinking about the ways in which they effectively reach consumers.”
“Developing data and media strategies now can determine the success of how well brands activate through the holiday season as lockdowns ease and consumer spending accelerates. By embracing data-driven advertising, marketers can access the tools that allow them to make faster decisions to reach consumers this year, as well as measure the performance of their media campaigns to help grow their businesses,” Bayes said.
The research also revealed the top five categories where Australian shoppers will spend their money during the holiday season: groceries (57 percent), apparel and accessories (38 percent), toys, games, and collectibles (34 percent), health and personal care (31 percent) and makeup and fragrances (27 percent). In addition, 32 percent of Aussies are planning to purchase bigger ticket items such as a new TV, a barbeque or maybe even a new car.
