Online bonanza in festive shopping
The upcoming festive season could be the largest online shopping event on record, given 69 per cent of Australians were buying online at least once a month.
The upcoming festive season could be the largest online shopping event on record, given 69 per cent of Australians were buying online at least once a month.
Research conducted by YouGov for technology company The Trade Desk showed 41 per cent of online shoppers were planning to make more purchases via the internet this Christmas.
The research also suggests that Australians are buying local, with 71 per cent of those surveyed saying their preference was for Australian brands.
Baby Boomers are the most likely cohort to go out of their way to buy Australian products.
“With global supply chains in disarray, many shoppers say they are going to get an early start on Christmas spending across gifts, home decor and food and drink,” Australia and New Zealand general manager of The Trade Desk James Bayes said.
The YouGov research showed that 45 per cent of parents were likely to spend more on gifts this year, in what will be a win for children.
More than 60 per cent of parents with children under 18 who shop online say they are likely to increase their online purchases this Christmas.
Some 43 per cent say they are likely to enter into buy-now, pay-later arrangements.
According to the survey, people’s decisions about where to shop were influenced by websites, word-of-mouth, social media and TV.
“Covid continues to bring uncertainty to the Australian population, and brands need to be agile in their approach to consumers and adjust to meet their needs.” Mr Bayes said.
“Purchasing is expected to accelerate rapidly in late October and early November.”
“Whilst Covid is still a concern for consumers, the easing of restrictions across the country is expected to accelerate spending.
Developing data and consumer engagement strategies now will establish successful brand activation throughout the Christmas period and beyond.”
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