Overview
The countdown is on to Christmas 2022 and according to research just out, retailers don’t have that long to maximise the profitable gift giving sales. Retailers and brands need to prioritise Christmas NOW.
The independent research study commissioned by CourierPlease had a sample size of 1,007 Australians representative of the Australian population make up meaning that the findings are reflective and inclusive of Australian Mum Shoppers, read on for the key takeouts.
Australians doing Christmas shopping earlier this year
- The research found that almost two-thirds of Australian shoppers (61%) plan to do their Christmas shopping earlier than they did last year. In fact 33% stated they will already have done their Christmas shopping by the end of September.
- This was highest amongst those aged under 50 with 70% of this age group stating they would shop earlier compared to 40% of ppl 50+.
- One third (32%) planned to shop in October, 29% in November and only 6% said they would leave Christmas shopping until December.
(Image: courtesy of CourierPlease)
https://mumpower.com.au/wp-content/uploads/2022/09/christmasspending1.png
 Majority of shoppers intend to spend less
- The study found that the majority of shoppers intend to spend less, with more than half (54%) stating they will either spend less, give fewer gifts or forego gift giving altogether.
- Only 3% said they would spend more and 42% said they would spend the same – making it even more vital for retailers to get front of mind with shoppers to capture market share of the Christmas gift giving spend.
- Younger consumers (<50 years) are more likely to spend less on each person or buy fewer gifts compared to those aged 50+.
What do Mum-centric brands need to do?
If you have not finalised your Christmas communications strategy, now is the time to create and implement a high impact campaign to be seen, be heard and be bought.
If you would like to learn more about the ways Mumpower can help you to capture share of wallet from Australian Mums in the lead up to Christmas and beyond contact us here
About the study:
CouriersPlease (CP) commissioned an independent survey of 1007 Australians to gauge whether they will be shopping for Christmas gifts earlier this year. Respondents were asked to identify which month leading up to the holiday period they will be purchasing gifts. They were also asked to indicate whether their spending habits will change, such as spending less on each person, giving fewer gifts, or boycotting Christmas gift-giving altogether. The survey respondents matched the geographical and population spread of the Australian population.