90%
of Australians will buy Christmas gifts and related products this year. This is slightly down from 92% from last year.
ALMOST HALF OF SHOPPERS START PURCHASING GIFTS IN THE FINAL FOUR WEEKS BEFORE CHRISTMAS - WITH MALES ENGAGING IN LAST MINUTE SHOPPING SIGNIFICANTLY MORE THAN FEMALES 8% 37% 39% 10% 6% 7% 39% 40% 10% 5% 1 week in advance 2-4 weeks in advance 1-3 months in advance 3-6 months in advance 6+ months in advance Nov-22 Nov-21 WHEN SHOPPERS USUALLY START THEIR CHRISTMAS SHOPPING Note: ^ M = Males selected option significantly more than other genders; This graph does not equal to 100% due to rounding ^ M ^ M
Most Australians expect to do their Christmas shopping about the same time as usual this year (78%), but some have started or will start earlier than usual this year (17%)
This is slightly less pronounced in Victoria, with 15% of Victorians beginning their Christmas shopping earlier than usual this year – a decrease from 22% in 2021.
More Australians indicated they have more time to plan their Christmas shopping (63%*) this year, compared to 2021 (47%). Moreover, less believe stock levels will be lower than usual (34%* compared to 58% in 2021), and less expect longer than usual delivery times (20%* compared to 49% in 2021) * This is a multiple choice question and responses may not
100%
sum to
15%
SHOPPERS MAINLY BUY CHRISTMAS GIFTS FOR IMMEDIATE FAMILY, FRIENDS AND EXTENDED FAMILY –SPLURGING ON IMMEDIATE FAMILY 90% 35% 30% 9% 6% 11% 90% 35% 35% 6% 5% n.a Immediate family Friends Extended family Colleagues Charity Myself Nov-22 Nov-21 WHO SHOPPERS WILL BUY FOR* Average spend 2022 $379 $133 $190 $101 $143 $135 Note: ^ F = Females selected option significantly more than other genders; * This is a multiple choice question and responses may not sum to 100%; (n.a) Not included in 2021 ^ F ^ F
THE MAJORITY OF SHOPPERS BUY FOR 1
6 PEOPLE PER SOCIAL GROUP AND NEARLY TWO THIRDS ARE PLANNING TO GIVE MONEY FOR CHRISTMAS * This is a multiple choice question and responses may not sum to 100% 30% 54% 30% 40% 68% 41% 29% 39% 34% 10% 17% 10% 19% 14% 14% 8% 3% 9% 9% 4% 5% 5% 4% 3% 4% Immediate family (n=811) Friends (n=315) Extended family (n=270) Colleagues (n=77) Charity (n=50) 1 to 3 4 to 6 7 to 9 10 to 12 12+ AMOUNT OF PEOPLE THAT SHOPPERS WILL BUY FOR 82% 64% 33% 19% Give gifts to adults and/ or children Give money to adults and/ or children Kris Kringle/ Secret Santa Bad Santa/ White Elephant GIVING TRADITIONS THAT SHOPPERS ENGAGE IN*
TO
PLAN
PURCHASE ACROSS FEWER PRODUCT CATEGORIES THIS YEAR COMPARED TO 2021 47% 41% 38% 35% 32% 21% 21% 17% 15% 12% 12% 10% 5% 3% 58% n.a 47% 55% 43% 33% 28% 20% 21% n.a n.a 12% 6% 5% Clothing, footwear, and accessories Gift cards and vouchers
retail store) Toys and games
and beverages
chocolate, alcohol) Books
stationery
care
baby care)
hardware)
electronics
tablets)
entertainment
gaming, DVDs, multimedia)
and experience tickets
theatre, concert)
silver, gold, gemstones)
goods
equipment
parts)
hotels)
OF PRODUCT(S) PURCHASED AS PART OF CHRISTMAS SHOPPING Average spend 2022 $179 $223 $199 $133 $73 $121 $143 $290 $121 $180 $184 $167 $320 $530 Note: (n.a) Not included in 2021
SHOPPERS
TO
(e.g.,
Food
(e.g.
and
Personal
(e.g. cosmetics,
Household (e.g. homeware,
Consumer
(e.g. smartphones, laptops,
Media and
(e.g.
Event
(e.g.,
Fine jewellery (e.g.,
Sporting
and
Automotive (e.g. vehicles,
Travel and tourism (e.g. air travel,
TYPE
CHRISTMAS GIFT PURCHASES DIFFER SIGNIFICANTLY BETWEEN GENDERS
57% of females plan to purchase Gift cards and Vouchers, compared to males (43%)
56% of females plan to purchase Clothing, Footwear and Accessories gifts, compared to males (44%)
62% of males plan to purchase Sporting Goods and Equipment, compared to females (38%)
59% of males plan to purchase Consumer Electronics, compared to females (41%)
SHOPPERS PLAN TO USE A VARIETY OF PAYMENT METHODS, WITH CARD PAYMENTS BEING THE MOST POPULAR 8% 11% 21% 31% 40% 59% Direct debit/ Electronic bank transfer Digital wallet Buy now, pay later Cash Credit card Debit card PAYMENT METHODS SHOPPERS USE* Note: * This is a multiple choice question and responses may not sum to 100
PHYSICAL STORES ARE THE MOST POPULAR CHANNEL
FOR CHRISTMAS PURCHASES ACROSS MOST CATEGORIES, WITH THE EXCEPTION OF EVENT AND EXPERIENCE TICKETS AND TRAVEL AND TOURISM
Australian shoppers bought more food and groceries than usual across April to July
Clothing, footwear, and accessories
Gift cards and vouchers (e.g., retail store)
CHANNELS USED TO MAKE CHRISTMAS PURCHASES THIS YEAR*
Toys and games Food and beverages (e.g. chocolate, alcohol)
Books and stationery Personal care (e.g. cosmetics, baby care)
Physical stores
Household (e.g. homeware, hardware)
Consumer electronics (e.g. smartphones, laptops, tablets)
Media and entertainment (e.g. gaming, DVDs, multimedia)
Event and experience tickets (e.g., theatre, concert)
Fine jewellery (e.g., silver, gold, gemstones)
Sporting goods and equipment
Automotive (e.g. vehicles, parts) Travel and tourism (e.g. air travel, hotels)
Physical retailer websites (e.g. Myer, The Good Guys, JB Hi-Fi)
Online-only retailer websites (e.g. THE ICONIC, Kogan, ASOS) Online marketplaces (e.g. eBay, Gumtree)
Social media (e.g. Instagram, Facebook)
* This is a multiple choice question and responses may not sum to 100% 34% 30% 29% 29% 23% 15%
9% 9% 4% 8% 7% 2% 1%
15%
Physical stores remained the most popular channel for Christmas purchases in 2022, with 4 out of 5 shoppers planned to purchase a product through this channel, a similar proportion to 2021 (82%).
Almost half of Christmas shoppers (45%) planned to purchase a product through physical retailer websites (such as Myer) in 2022, a slightly higher proportion compared to 2021 (41%)
Over a third of Christmas shoppers (37%) planned to purchase a product through online-only retailer websites (such as The ICONIC) in 2022, on par with 2021 (37%)
80% 45% 37%
BOXING DAY AND BLACK FRIDAY ARE THE MOST POPULAR SALES EVENTS AMONG SHOPPERS Note: * This is a multiple choice question and responses may not sum to 100% 89% 88% 59% 10% 30% 29% 11% 3% 37% 33% 14% 2% Boxing Day Black Friday Cyber Monday Single's Day Awareness Made a purchase last year Intend to purchase this year SALE AWARENESS, PAST PURCHASE AND INTENTION*
AUSTRALIAN CONSUMER & RETAIL STUDIES Monash Business School Level 6, Building S 26 Sir John Monash Drive Caulfield East, VIC 3145 T: +61 9903 2869 E: acrs@monash.edu W: monash.edu/business/acrs
