Bricks and mortar stores win over Christmas shoppers
Victorians are expected to fork out hundreds of dollars on Christmas shopping this year but despite the convenience of online shopping, many are choosing to buy at physical stores.
VIC News
Don't miss out on the headlines from VIC News. Followed categories will be added to My News.
Victorians are expected to spend almost $700 each on Christmas shopping.
More than half will be forked out on festive season food and other groceries, retail research forecasts.
And most people will flock to physical stores rather than online.
Victorians are tipped to spend an average $674 each – below the national average of $686.
Consumers intend to spend two-thirds of their Christmas budgets inside stores, a survey by consultancy firm Accenture found.
Hand-picking fresh food items; being able to see, feel and smell products; and instore shopping experiences were the main attraction.
Highpoint Shopping Centre alone expects more than two million customers throughout December.
Accenture Australia products lead Glenn Heppell said: “Despite the growing trend toward online shopping, and the need to provide consumers with a strong online proposition, bricks and mortar retail remains a critical channel for shoppers especially over the holiday season”.
Mr Heppell also noted that consumers were becoming more environmentally and socially aware.
“There is a growing trend toward consumers spending their money on brands that reflect their values, and who demonstrate they are taking positive steps to improve sustainability through their business practices.”
Tara Norwood, 34, said she had already spent around $300 on decorations and other gifts but she still had many more items on her list and still had to do food shopping.
“We would spend way more than $600 dollars,” she said.
The Pearcedale resident said she usually tried to shop online ahead of time to avoid congested shopping centres, but has still had to make numerous trips to the shops.
“It just depends what I’m buying, I wanted this stuff ASAP,” she said.
“Normally I like to avoid the Christmas crowds. but I’ve left it pretty late.”
“Kids want the latest thing. It adds up,” she said.
“It’s so expensive now (gifts are) all technology based – $50 doesn’t go very far.”
Accenture’s national survey of shoppers found gift cards for stores or restaurants would be a top present choice for more than half (56 per cent).
MORE NEWS:
SHOULD THE EASTERN FREEWAY BE HERITAGE LISTED?
MORE STAFF UNDERPAID IN WOOLIES SCANDAL
HOW JETSTAR STRIKES WILL AFFECT YOU
Clothes and shoes (48 per cent) and toys (42 per cent) were the next most popular gifts.
One in five respondents planned to spend more on “experiential” gifts, such as cooking classes and concerts, compared with last year.
More than half mainly browsed in store for inspiration, and two in five used word-of-mouth recommendations.
Only one in 10 said they always or often shopped for festive season groceries online, the survey of 1000 consumers found.
One in three planned to buy premium brands instead of supermarkets’ own private labels. One in four indicated they would spoil themselves and food shop at a “high-end” retailer.
Industry analyst IBISWorld anticipates Christmas spending will grow by 1.7 per cent this year compared with 2018.