Corporate News

Christmas shoppers still heading in store, using social media for buying tips

December 19, 2018

Almost all Christmas shoppers will shop in store for presents despite the perception that e-commerce will dominate Festive season sales, according to research findings from TEG Insights.

An Omnibus survey of 1,000 Australians found that 97% of respondents will purchase their Christmas gifts in a traditional retail store. When they do go online to purchase Christmas gifts 88% will choose the websites of major retailers.

In a growing trend, 40% of shoppers will use social media to read peer reviews, user comments and personal stories before heading to the shops. The figure rises to 74% of respondents in the 18-34 age bracket.

Sponsored content in social media is also highly influential in the decision to buy a gift. While 33% of people said they made a purchase after reading recommendations and reviews by other consumers, 30% made a purchase after seeing sponsored content in social media.

Andrew Reid, General Manager TEG Analytics and Insights, said the findings reveal the nuances and micro trends influencing the decision-making of shoppers.

“The negative sentiment that has surrounded the retail sector in recent times is not reflected in the TEG Insights findings,” said Reid.

“There is no doubt e-commerce has a significant share of Christmas sales, but the survey shows that the traditional retail store is the top sales channel for Christmas this year.”

On average, Australians plan to spend $636 on gifts, with that spend typically shared across nine gift recipients.

Respondents in New South Wales plan to spend the most at an average total spend of $750.

Queensland, ACT and Tasmania have budgeted the lowest amount at an average spend of $538.

TEG Insights is wholly owned by TEG, Asia Pacific’s leading Ticketing, Live Entertainment and Data Analytics business.

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