Aussies choosing combination of in-store and online for Christmas purchases

Ruth Hogan

20th Dec 2018

Most Australians are opting for a combination of in-store and online platforms to meet their shopping needs this Christmas.

According to research from ACRS and Salmat, 42 per cent of those surveyed plan to mix in-store and online shopping this festive season, with only 15 per cent saying they would shop solely online.

The physical store is also considered the most influential touchpoint for non-grocery purchases according to 37 per cent of shoppers,  whereas only 20 per cent felt a retailer website influenced these purchases.

When shoppers were asked what they wanted from brands and retailers this festive season, 35 per cent wanted to see a physical store location from their favourite online retailers and brands.

Behind price and quality, 61 per cent of shoppers said convenience was the most important factor for non-grocery shopping. Long queues at the checkout is one of the biggest pet peeves for shoppers, with 34 per cent wanting no queue at all.

Customers also revealed that they would like to be able pay with their mobile phone (20 per cent) and 34 per cent would like to have all their purchases grouped together for one delivery date.

Interestingly, only 7 per cent of shoppers wanted to use social media to shop this Christmas.