2. 2
The silly season brings with it much excitement and
happiness – but also a fair bit of stress. Buying gifts,
planning meals, organising to go away on holidays,
having the kids home for school holidays, dealing with
relations – all these things put on some added pressure.
Whether it’s families, couples or singles, everyone has a
different experience at Christmas. And it greatly affects
their mood and stress levels.
Let’s take a look at people’s moods at Christmas – and
how advertisers can tap into this to connect with people
on an emotional level.
4. 4
As the countdown to Christmas begins, stress levels
start to rise – peaking the week before Christmas.
An invisible alarm clock starts ticking down as people
try to finish off at work, get all their gifts bought and
prepare for Christmas celebrations.
Once Christmas Day is done and dusted, stress levels
go back down again.
Source : SCA Post Christmas Summer Study, January 2016, Now let's think about how you felt in the weeks
leading up to Christmas just gone. Can you tell us how you felt at each of the following times.... N=2264
5. 5
Their stress levels peak the week before
Christmas. And for more than 1 in 3, they are really
stressed 2-3 days out from the day.
Source : SCA Post Christmas Summer Study, January 2016, Now let's think about how you felt in the weeks leading up to Christmas just gone. Can you tell
us how you felt at each of the following times. N=2264 Females with children N=315 Males with kids N=149 Females no kids N=417 Males no kids N=149
“Really stressed” = 8-10 level
of stress on a 10 point scale.
M U M S W I T H
K I D S
D A D S W I T H
K I D S
F E M A L E S
N O K I D S
M A L E S
N O K I D S
7. 7
Source : SCA Post Christmas Summer Study,
January 2016, N=2264 Families N=797
W h a t ’ s g o i n g o n ?
The pressure is starting to rise for
families as the countdown begins.
The kids are still at school but with
Christmas concerts, parties and
celebrations in the calendar, time is
getting short to get things done.
H o w c a n y o u h e l p ?
These people are looking for ways to
ease their stress. Think online
shopping, free delivery on
purchases, valet carparking, free
child minding or activities.
W h a t ’ s g o i n g o n ?
Okay it’s peak stress out time for the
parents now. They’re trying to finish
off at work so they can go on
holidays – and for many, money is
getting tight, adding more strain.
They want to avoid the chaos of the
shops in those last few days before
the big day, so it’s all systems go
right now.
H o w c a n y o u h e l p ?
How can you calm them down and
ease the stress? How can you tap
into this hype that they’ve created?
W h a t ’ s g o i n g o n ?
The stress continues right up until
Christmas Eve for families.
Finances are a particular issue for
families as they attempt to please
everybody.
H o w c a n y o u h e l p ?
Messages could be around helping
them relax, tapping into the holiday,
summer and relaxing spirit.
Celebrating with family is a key
message here. Offer money and
time saving options.
W h a t ’ s g o i n g o n ?
They’ve enjoyed their celebration
and are in a pretty happy mood.
H o w c a n y o u h e l p ?
Celebrate with them to help
enhance their mood and you’ll be
more likely to connect with them on
an emotional level.
Help them ease the financial stress
they might have put themselves
under as they head towards the new
year.
Totally relaxedStressed to the max
8. 8
Source : SCA Post Christmas Summer Study,
January 2016, N=2264 Couples N=813
W h a t ’ s g o i n g o n ?
Stress levels are peaking for the
couples now. They’re finishing up at
work while trying to party and get
ready for Christmas. There’s a big
chance they’ll have to travel for their
celebrations so they’re planning that
as well.
H o w c a n y o u h e l p ?
How can you calm them down and
ease the stress? How can you tap
into this hype that they’ve created?
W h a t ’ s g o i n g o n ?
The couples are starting to feel a
bit stressed – although it’s
predominantly in the fortnight
before that their blood pressure
starts rising. These guys are
worried about how busy they are at
work and which family members
they’re going to have to contend
with on Christmas Day.
H o w c a n y o u h e l p ?
Messages might be focused on
making life easier for them –
shopping outside of work hours,
online shopping, easy meal and
gift ideas.
W h a t ’ s g o i n g o n ?
These guys are still reasonably
stressed at this stage, as they’ve left
things until the last minute. It’s not
until Christmas Day that they can
switch off and relax.
H o w c a n y o u h e l p ?
How can you ease their stress? Help
them create more time? Or even get
them pumped up to get through the
chaos?
W h a t ’ s g o i n g o n ?
Phew, they’re here. They made it. It’s
relax time – even if that means
dealing with their in-laws.
H o w c a n y o u h e l p ?
Can you help enhance the holiday
spirit for them? Is your brand one that
will connect with them while they’re
in a festive mood?
Or does your brand offer an
opportunity for these hard workers to
reward themselves after a hard year?
After all, this is the time for sales and
the opportunity to get the things they
really wanted for Christmas.
Totally relaxedStressed to the max
9. 9
Source : SCA Post Christmas Summer Study,
January 2016, N=2264 Singles N=406
W h a t ’ s g o i n g o n ?
The singles are still feeling cool as a
cucumber. There’s plenty of time to
get all the gift shopping done and
organise the salad they need to bring
for Christmas day lunch. Like
seriously!
Let’s not forget that this is party
season for the young and free too.
They’ll be busy hitting the town and
enjoying all manner of festivities.
H o w c a n y o u h e l p ?
Maybe the messages focus on their
happiness and exuberance for the
season, winding down from a busy
work year.
Or play up on the playing up – does
your brand fit well with Christmas
parties and celebrating?
W h a t ’ s g o i n g o n ?
Okay they’ve finally realised
Christmas is coming and they’d better
pull their finger out. Although they’re
typically younger and should be more
into online shopping, they’re actually
not. They leave their shopping until
this last week, so they’re running
around the shops, trying to get
everything in one massive shopping
marathon. It’s hard to fit that in around
their busy work schedule of course.
H o w c a n y o u h e l p ?
You could hit a nerve with the singles
this week by reminding them there’s
only a week to go.
W h a t ’ s g o i n g o n ?
That marathon Christmas shop when
the shopping centre was open for 24
hours straight has really paid off. Now
these guys are ready to relax and get
into the Christmas spirit. Work is
winding down, there are plenty of
parties to head to and they’ll be doing
the obligatory family catch up on
Christmas Day.
H o w c a n y o u h e l p ?
Messages that will hit home will be
embracing the holiday, summer,
festive spirit – really tapping into the
emotional high of a few days off work
to relax and celebrate.
W h a t ’ s g o i n g o n ?
They’ve made the salad and rocked
up to the family Christmas and it’s all
been great (despite being asked a
hundred times how their love life’s
going by ageing relatives).
H o w c a n y o u h e l p ?
They’re chilled and feeling the
summer vibe. Get into their heads
and hearts with messages about
relaxing, having a good time,
socialising with friends and enjoying
the break from work.
These hard workers might also be
looking for ways to reward
themselves after a tough year. Does
your brand offer anything that might
float their boat?
Totally relaxedStressed to the max
10. 10
Source : SCA Post Christmas Summer Study, January 2016, N=2264 Last
Minute Shoppers (people who start shopping in last week of December) N=364
W h a t ’ s g o i n g o n ?
Christmas? What Christmas? It’s
barely even on the radar for Last
Minute Shoppers – and their stress
levels are low.
H o w c a n y o u h e l p ?
This might be a chance to remind
them of how stressed they got at the
last minute last year. Can you help
get them started, to ease the stress
later on?
W h a t ’ s g o i n g o n ?
Things have really gotten serious
now. This Christmas thing is actually
going to happen and Last Minute
Shoppers have just realised it.
They’re battling with work pressures
so a trip to the shops is not what
they’re in the mood for.
H o w c a n y o u h e l p ?
You could hit a nerve with the Last
Minute Shoppers this week by
reminding them there’s only a week
to go. Seriously, a week.
W h a t ’ s g o i n g o n ?
Okay now it’s panic stations. Right up
until the shopping centre doors close
on Christmas Eve, Last Minute
Shoppers are feeling super stressed.
They realise now they should have
been more organised but their best is
just going to have to do. It’s a last
minute scramble to get everything
they need.
H o w c a n y o u h e l p ?
Can you help by offering them easy,
last minute shopping solutions? This
might be for gifts or for food/drink.
Helping these guys out is going to
resonate – do you have Click and
Collect? Or maybe even Express
shipping? Try to make it quick and
easy for them and you’ll be rewarded.
W h a t ’ s g o i n g o n ?
Although they’re pretty chill now,
they’re still more likely to be feeling
stressed than our other groups.
This is now likely down to food
preparations that they didn’t get
organised for.
H o w c a n y o u h e l p ?
Can you help them with last minute
food options – an easy salad to
bring to Christmas Day? Picking up
a hot chook on the way to
Grandma’s house?
Totally relaxedStressed to the max
11. 11
People recognise that to beat the Christmas stress they need to get
organised and prepared earlier. Not just with the gift shopping but
also food preparation as well.
Although many try to write a shopping list and stick to it, the reality
is that for most, things can get a bit crazy.
So what will people do differently this year to prepare?
Source:SCAPostChristmasSummerStudy,January2016,Thinking
aboutfood,parties,celebrations,giftsandeverythingelseinvolved
withChristmaswejusthad,isthereanythingyouwoulddodifferently
nextChristmasintermsofpreparing?&IwroteaChristmasshopping
listsoadditionalitemsweren'tpurchasedN=2264
12. 1212
Q. Is there anything you would do differently next Christmas in terms of preparing?
Source : SCA Post Christmas Summer Study, January 2016, Thinking about food, parties, celebrations, gifts and everything else involved with Christmas
we just had, is there anything you would do differently next Christmas in terms of preparing? N=2264 Families N=797 Couples N=813 Singles N=406
The families were pretty happy with their time
management but would try to get organised a bit earlier,
in order to ease financial stress. They’re also keen on
either hosting celebrations – or delegating them.
The couples would start shopping earlier – or figure
out how they can avoid all celebrations entirely.
Singles were mostly pretty happy with their Christmas
performance. Those that saw room for improvement
wanted to organise food earlier on and do more online
shopping so they could avoid crowds.
13. 13
Christmas may be one key time of year that people’s mood
really does fluctuate from one extreme to the next – super
stressed to super relaxed. Radio presents an opportunity
for advertisers to tap into these various moods.
Beginning with the stress before Christmas – talk to people
about being prepared earlier and how you can help them
do that.
Once the big day hits, advertisers can get on board and
enhance the relaxed mood people get into after Christmas.
Be with them as they get into the summer vibe with
messages about relaxation, spending time with friends and
family and enjoying the sunshine.
Advertisers who consider people’s moods when developing
creative and scheduling will make the most of the
Christmas spend this year.
14. 14
U n s p l a s h
S t o c k s n a p
P i x a b a y
The results of this survey are “INDICATIVE” ONLY.
The survey was conducted by Southern Cross Austereo using its online
panel nationally.
The panel is obtained from our radio networks database under the labels
of ‘Hit VIP’ on the HIT Network and ‘Music Jury’ on the MMM Network. All
members of these databases would be considered listeners to these
stations.
The database contains about 200,000 members.
The is split between the Hit database and the Triple M database.
Of these members, approximately 16,000 people were invited to be part of
our panel community.
Members of the both database were asked to take part in the study and
over 2,336 people did so. The Gold Coast and Newcastle database were
also invited to participate.
Various filters have been placed over the data at different times.
Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR
brands/words that first came to mind.
A keyword search was used to sort and rank the responses to these
questions.
The results are an un-weighted sample, but are reflective of the Southern
Cross Austereo audience. SCA brands reach approximately 35% of the
10+ population and approximately 41% of the 25-54 population in the five
metropolitan markets in Australia, suggesting it would be reasonable to
consider these results to be a fair if not fully balanced representation of
the opinions in these marketplaces.
Furthermore, as it is an online survey, the respondents would also be
skewed towards being ‘early adopters’ for technology, ‘trend setters’ in
general and likely to be a good early indication of brand leaders, trend
setters and early adopters in general.
These research surveys conducted by Southern Cross Austereo are done
so to provide a general understanding of the opinions, interests and
attitudes of the metropolitan marketplaces only.
15. 15
Just like at Christmas time, we want to keep the
excitement going for as long as possible. So there will be
more Christmas research coming out over the next few
weeks.
Here’s what’s planned:
• Online & Mobile Christmas shopping
• Kids & the Christmas spirit (and their parents that buy
heaps more!)
• The Last Minute Shopper
