Early shopping spree tipped for trans-Tasman consumers

Tong Van

18th Nov 2021

Australians and their trans-Tasman counterparts are tipped to spend up early ahead of the Christmas trading peak and year-end sales season, according to a survey of 5000 consumers by Klarna. 

The report finds a third of participants will shop earlier than last year with 50 per cent starting before next month. Meanwhile, almost half of shoppers will be shopping in-store these holidays as lockdowns are lifted. 

“Regardless of how they shop, 80 per cent of shoppers expect a seamless, connected online and offline experience, highlighting the importance for retailers to embrace an omni-channel approach,” said Mathew Hosking, Klarna’s head of partner success for ANZ.

“Click-and-collect and curbside pick up options surged during lockdowns across Australia and New Zealand, but are expected to remain popular with shoppers this festive season and beyond.”

Meanwhile, more than 60 per cent of shoppers said they want to take advantage of holiday sales as the main reason for getting a headstart on their gift purchasing this year. Other reasons for shoppers to start early include avoiding shipping delays and ensuring product availability.

“As a significant percentage of consumers plan to begin their holiday shopping early this year, brands should take note that this group plans to spend 11 per cent more, on average, than those who start shopping later,” Hosking added. 

Electronics is expected to be the most popular shopping category. Digital-driven initiatives, such as live-streaming, omni-channel experience and smarter payment options, are expected to attract more younger consumers during the shopping season. 

In addition, more than half of Gen Z and of Millennial consumers are seeking out and more likely to purchase from brands with a charitable or give-back mission.