Easter becoming a more significant holiday for e-commerce

Internet Retailing

29th Mar 2018

Easter is becoming a more significant online shopping event in Australia, and consumers aren’t just shopping for chocolate eggs.

Australians will spend on average $90 buying wine online this Easter – more than double the average spend for chocolate ($43), according to new research from Australia Post.

The buy-up comes as more Australians are shopping online than ever before, with purchases surging a record 19.2 per cent last year, almost doubling growth in 2016.

“Online shopping is the new norm, thanks to competitive prices and the huge range available from Aussie retailers, all at our customers’ fingertips,” said Australia Post general manager for e-commerce and international, Ben Franzi.

“Our research showed almost half of survey respondents want to buy their Easter gifts online to avoid crowds, while a further 43 per cent said online shopping was quicker and easier.

The research, based on a survey of more than 2,000 people, showed about a third of all Australians were planning to buy either chocolate or wine online ahead of the Easter long weekend.

Vinomofo’s head of marketing Kip McMillan said online wine sales typically lifted the week coming into Easter.

“Easter is a big deal for us as customers look for options outside of their busy schedules and closures on Good Friday,” McMillan said.

“In fact this week we’re expecting to sell more than 90,000 bottles of wine, compared to roughly 70,000 last year.”

Australians will also spend on average $85 each on other types of gifts this Easter, such as books, fashion items and homewares, according to the research from Australia Post.

And while many e-commerce companies remain limited by shipping and delivery cut-offs ahead of holidays like Christmas and Easter, Franzi said Australia Post has made at least one aspect of delivery easier for customers.

“[More] of our customers are taking up our range of delivery options, such as Safe Drop, where a customer asks for a parcel to be delivered to a safe spot at their house so they can receive a delivery when they are not at home,” he said.