As Christmas fast approaches, Field Agent set out to further understand how Aussie’s tackle their Christmas shopping. We present you with Part 2 of our Christmas Holiday Report, offering 9 pivotal insights into the attitudes and behaviours of 500 Australian Christmas shoppers with children in their households.
1. Which of the following are particularly important to you as you shop for and buy Christmas gifts?
When asked what are the most important factors to consider when Christmas shopping, it seems we are a budget savvy-bunch. Women are more likely to state that affordability /low cost is more important than males (82% vs 74% respectively). Women are also more likely to give ‘sentimentality’ as an important reason to buy Christmas gifts (46% female vs 36% male).
2. When purchasing Christmas gifts this year, which 3 retailers will receive most of your business?
When purchasing Christmas gifts, it appears that the large discount department stores are likely to get most of the shoppers spend. Women are likely to shop at Kmart and Target compared to men. Aussie men are more likely to spend their Christmas budget at JB Hi-Fi, Toys R Us, Bunnings and Rebel Sport.
3. Compared to last year, do you expect to spend more or less on gifts, decorations, toys, electronics and groceries?
Despite the uncertainty in the economy, Australian’s are still happy to spend up at Christmas time with over half of shoppers saying that they intend to spend a little more or a lot more than in 2015. Gifts in general are on the increase with 60% of people saying they will spend more. Other items including groceries (50%), toys (45%), electronics (43%) and decorations (35%) are all forecasted as a higher expenditure than in 2015.
4. How likely are you to shop online for gifts this Christmas season?
The convenience of online shopping is stronger than ever, with nearly two thirds of shoppers citing they are ‘extremely/very likely’ to buy gifts online this Christmas. Men (64%) are more likely than women (50%) stating they are ‘extremely/very likely’ to purchase Christmas gifts online. Only 1% responded that they are ‘not at all likely’ to shop online this Christmas. The popularity of ‘web-rooming’ (when consumers research products online, then come into a physical store to buy them) and ‘show-rooming’ (the practice of examining merchandise in a traditional brick and mortar retail store or other offline setting, and then buying it online, sometimes at a lower price) is on the increase. With this in mind, it’s even more important for retailers to offer an omni-channel shopping experience to ensure they capitalise on all forms of shopping.
5. Looking ahead, which of the following gifts are your children likely to receive for Christmas this year?
6. How much do you expect to spend PER CHILD (in dollars) on Christmas gifts THIS holiday season?
The average spend per child for Christmas is expected to be about $290; with approximately a third of shoppers saying that they plan to spend between $201 – $500 per child.
7. How much approximately do you expect to spend on your spouse/partner (in dollars) for Christmas gifts this season?
The average spend on a spouse/partner is $268. Men are likely to spend $100 more on their female spouse than women are on their male spouse. Perhaps this due to the ritual of men traditionally leaving their Christmas shopping to the last minute and not taking the time to shop around for the best deal (or maybe they are happy to splurge on their female spouse and indulge their expensive requests!).
8. When shopping for groceries to enhance your Christmas celebrations, how much influence do in-store product displays have over your purchase decisions?
With a massive 77% of shoppers stating that they are either ‘moderately influenced, very influenced or extremely influenced’ on grocery displays at Christmas time, it shows the importance of having a strong merchandising strategy. An important ingredient in retail display execution is measuring compliance. Are your products ticketed as they should be? Are they fully stocked? Field Agent truly are your eyes and ears in peak promotional periods to ensure you’re capitalising on the strong retail trade. Less than 1 in 10 feel that in-store product displays will be extremely influential in their product decision.
9. How likely are you to purchase at least one Christmas gift for your PET this Christmas?
Pets play such an important role in Australian families, that it only seems appropriate that they too, receive a special something to mark the season of giving.
Of those shoppers that own a pet, a whopping 75% will purchase at least one gift for their pet at Christmas. Only 1 in 10 shoppers said that they were not at all likely to purchase a gift for their pet.
We encourage you to share this report with your team and your colleagues. As always, if you have any questions or want to talk further about how Field Agent can help you better understand your business, drop us us an email.
Did you download our Big Honking Tree Topping Guide to Christmas Shoppers 2016? It’s not too late.
Make it a Christmas season to remember and download the report now.