Christmas Cheer Driving Shoppers to Head In-Store

ShopFully, the international tech company and leader in Drive to Store, surveyed 593 Australian consumers in December 2024 to reveal insights into their shopping behaviours ahead of Christmas and explore where and how they are spending their money.

Shopping Preferences:

• 58% of Australian consumers are planning to shop exclusively in-store for their Christmas gifts, while 34% are planning to shop both in-store and online.

In-Store Appeal:

• From the shoppers that enjoy in-store shopping, 54% are motivated based on being able to physically touch and see products in person, which has decreased from last year's 62%.
• 47% of Aussie shoppers prefer in-store shopping due to finding the in-store Christmas shopping experience enjoyable.

Digital Tools:

• When asked if digital tools will be used to help with Christmas shopping, 45% of shoppers are using online catalogues or deal trackers to plan.

Gifting Motives:

• Affordable pricing is the top motivator (77%) for buying gifts this year, with thoughtful and personalised gifts the second highest (53%).

Cost Savings Strategies:

• To save money on Christmas gifts, the majority of shoppers (53%) will take advantage of the end-of-year sales - an increase from the 34% last year. Followed by comparing prices across catalogues (50%) and researching and comparing promotions across stores (43%).

Spending Plans:

• The majority of Aussies (59%) say they will likely spend about the same as last year
• This Christmas season:
  • 12% will spend less than $100 on Christmas presents,
  • 17% will spend between $101-$250,
  • 27% will spend between $251-$500,
  • 17% will spend between $501-$750,
  • 10.85% will spend between $751-$1,000
  • And 16% will spend over $1,000.

Alternative Gifting Ideas:

• Most Aussies (60%) plan to stick with traditional gift-giving, with 30% exploring giving experiences (i.e. tickets) instead of physical gifts.
• Interestingly, 17% of shoppers have agreed to a gift-free Christmas with some of their family/friends.

Commentary from Brendan Straw, Country Manager Australia, ShopFully:

"This year, we're seeing a growing trend back towards in-store shopping for Christmas. While digital channels remain significant, the in-store experience continues to hold a unique charm, offering shoppers the opportunity to engage with products directly and soak up the festive atmosphere. This trend reflects the enduring value of physical retail spaces during the holiday season."

"The blending of physical and digital shopping behaviours continues to evolve. Shoppers are increasingly using digital tools like deal trackers and online catalogues to plan their purchases but are still heading in-store to finalise their choices. This highlights an important opportunity for retailers to create seamless omnichannel experiences."

"Shoppers are more budget-conscious than ever, and this presents a chance for retailers to emphasise value-driven offers. Prominent in-store promotions, clear pricing, and exclusive deals can help draw people off their screens and into stores, where they can experience the joy of the holiday season firsthand."

"Retailers that bridge the gap between online and in-store shopping will have a competitive edge. Using digital tools to highlight in-store-only offers, providing online catalogues that encourage in-store visits, and integrating 'click-and-collect' services can all help drive foot traffic."