Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

SCAR Christmas Insights 2015

Australians are likely to spend in excess of $17.8billion in the five weeks between 1 December and 6 January.
This report looks at SCA listeners and their Christmas shopping behaviour.
The KEY INSIGHTS from this report are:
- 46% of SCA listener spent more than $500 on gifts last Christmas and 42% spent more than what they intended last year
- Clothes, toys and gifts cards are number 1 on the shopping list when it comes to buying Christmas presents
- Extended trading hours are attractive to SCA listeners with 57% of people doing the majority of their Christmas shopping outside of peak shopping hours
- Half are heading online to find the perfect gift but 97% still head in store
For more information contact the scaresearchdepartment@sca.com.au

  • Be the first to comment

  • Be the first to like this

SCAR Christmas Insights 2015

  1. 1. SCA Christmas Shopping Insights
  2. 2. Australians will likely spend in excess of $17.8bn this Christmas season – with the greatest proportion going towards gifts. If this Christmas is anything like the last, Australians will spend in excess of $17.8billion in the five weeks between 1 December 2014 and 6 January 2015. Whether we want to or not, many of us get caught up in the Christmas hype and spend on gifts, holidays, entertaining family and friends, and then hitting the Boxing Day sales. With almost all SCA listeners planning on buying Christmas presents this year, let’s look at the key insights into their shopping behaviour. gifting festive vacations boxing day sales entertaining $17.8bn Source : https://www.commbank.com.au/about-us/news/media-releases/2014/festive-spending.html & SCA Research Post Xmas Study, Feb 2015, Did you buy any Christmas gifts for Christmas 2014? N=1424 AUSTRALIAN CHRISTMAS SPENDING 2014
  3. 3. 46% 42% 94%of SCA listeners spent more than $500 on gifts last Christmas of SCA listeners will buy presents this year spent more than what they intended to last Christmas Whilst almost all SCA listeners purchased gifts for friends and family last year, what’s interesting is that almost half (42%) spent more than what they intended to. Source : SCA Research, Post Xmas Study, February 2015 Did you buy any Christmas gifts for Christmas 2014? N-1424, I spent more than I intended to this Christmas : Agree N=1424 Before Christmas, many people had an idea in mind of how
  4. 4. Breaking it down, here’s what SCA listeners intended on spending on gifts last Christmas – and what they actually spent… Try as they might to stick to a budget, the SCA radio audience spends more than what they intend to on Christmas presents each year. So cutting down on spending might be the intention this Christmas, but it’s likely they will actually end up spending more than they planned to. 11% 23% 31% 15% 12% 7% 2% 8% 19% 27% 17% 13% 11% 5% Less than $100 $100-$250 $250-$500 $500-$750 $750-$1,000 $1,000-$2,000 $2,000+ I intended to spend I actually spent Source : SCA Research Post Xmas Study, Feb 2015, Before Christmas, many people had an idea in mind of how much they would spend on presents. However, we know it’s hard to stick to a set amount! So – how
  5. 5. At the end of the day though, the SCA audience are not spending what they don’t have – they’re using cash and debit cards rather than credit cards. Credit is not king for the SCA listener, with the majority of them using cash and debit cards to make their Christmas gift purchases. Interesting to note is that 1 in 4 people used Paypal to pay for Christmas gifts last year – an indication of online purchases. So what are they buying? Source : SCA Research Post Xmas Study, Feb 2015, And how did you pay for most of your Christmas presents this year? N=1345 debit card Paypal cash layby store card credit card Method of payment
  6. 6. Clothes, toys and gift cards top the shopping list for Christmas. Source : SCA Research, Post Xmas Study February 2015, What types of gifts did you purchase for people at Christmas? N=1345 Gifts on the shopping list clothes toys gift cards books small electrical beauty products / perfume jewellery money food homewares kitchen items experience voucher gift basket large electrical flowers
  7. 7. When we compare the gifts bought with the previous year, we can see why 58% of people said they bought the same or more gifts than the year before. Source : SCA Research, Post Xmas Study February 2015, What types of gifts did you purchase for people at Christmas? N=1345 & I bought fewer items this Christmas compared with last Christmas : Neutral/Disagree N=1424 Gifts on the shopping list clothes toys books beauty products / perfume money food homewares 2014 2013
  8. 8. 80% 68% 60% 54% 50% 47% 42% 35% 30% 24% 20% 16% 15% 8% 5% The most attractive gift buying segment are mums – they will likely be buying more gifts than other segments. Mums are buying a greater number and variety of gifts than other segments. They seem to get caught up in the buying frenzy – with half of them saying they spent more than they intended to last Christmas. Source : SCA Research, Post Xmas Study February 2015, ‘I spent more than I intended to this Christmas’ : Agree; What types of gifts did you purchase for people at Christmas? Females with children N=320 clothes toys gift cards books beauty products small electrical jewellery Gifts mums bought last Christmas money food home “I spent more than I intended to this Christmas”
  9. 9. 51% More than half of people gave gift cards last Christmas, which is typically considered a pretty impersonal gift (although not quite as bad as giving cash – which 1 in 4 people did). However, when we asked people why they gave gift cards, it was because they wanted to make sure they got a gift that the recipient actually wanted. Given that Australians returned unwanted Christmas gifts to the tune of $520million last year, this is obviously a very real concern for shoppers. Giving a gift card also provided the opportunity for the recipient to take advantage of the post- Christmas sales – to get more bang for their buck. So when are people shopping? Gift card giving… of people gave a gift card last Christmas Source : SCA Research, Post Xmas Study February 2015, ‘I spent more than I intended to this Christmas’ : Agree; What types of gifts did you purchase for people at Christmas? N=1345 & http://www.smh.com.au/lifestyle/christmas/rush-to-return-unwanted-christmas-gifts-20150101-12ggv8.html
  10. 10. The majority of Christmas shopping starts in November – but it seems to be getting later each year. In our post-GFC world, having to wait for the craziness of EOFY and Boxing Day sales is no longer a reality. With a nationwide ‘save’ mentality triggered by the GFC in 2008-2009, Australians now expect and have become accustomed to retailers almost consistently being ‘on sale’. This has meant that savvy shoppers trying to save money by buying in the mid-year sales for Christmas, can now take their time and wait for the next retail offering in order to get the best deal. Our research has suggested a shift over the past few years from starting shopping early, to leaving it closer and closer to Christmas Day. 0% 5% 10% 15% 20% 25% Before July July August September October November 1st week of December 2nd week of December 3rd week of December Source : SCA Research Post Xmas Study, Feb 2015, And again thinking about Christmas gifts, when did you start LOOKING for Christmas gifts in 2014 and when did you actually start PURCHASING presents? 57% of people did the majority of their Christmas shopping outside of peak shopping hours. So extended trading hours are pretty appealing! When people started their Christmas shopping In store v online
  11. 11. With almost everybody heading to a store to buy gifts at some stage, we also found that half of these people are also heading online to find the perfect gift. Whilst the majority of Christmas shopping is done in store, on average more than one-third is done online. Source : SCA Research, Post Xmas Study February 2015, ‘Where did you end up doing your Christmas shopping? & So you said that you did some of your Christmas shopping online. A little more specifically, what percentage of your CHRISTMAS shopping do you think you did in store and on-line? N=671 & So you did a bit of your Christmas shopping in a store of some kind. What do you like about shopping in-store? N=1302 of people shop in store 97% 50%of people shop online 63% Of those who shopped both in store and online, they did… 37% of their shopping in store of their shopping online In store shopping is still more popular. It appears that people like to be able to see and touch products before they buy them and not have to wait for the product to be shipped. I like being able to see the product and compare the prices from store to store and I also love that I can buy it on the spot and not have to wait for it. - SCA listener
  12. 12. But shoppers still research online before hitting the shops – and expect to increase this behaviour this year. of people use the internet to research Christmas purchases prior to going to the shops. 63% expect they will increase their usage of the internet this year to research Christmas purchases prior to going to the shops. 41% Even more exciting is that…. Source : SCA Research, Post Xmas Study February 2015, Did you use the internet to research Christmas purchases prior to going to the shops? : Yes N=1345 & Based on your experiences with online shopping/research in the past year, do you think you will increase your usage of the internet to enable you to do any of the following next Christmas? : Research products/services before going to the shops N=671
  13. 13. What it boils down to is that SCA listeners really get into the gift buying spirit, with almost all of them buying gifts. They’ll be buying a variety of gifts and while plenty of people will be researching their purchases online, many will still be hitting the shops. They seem to like the atmosphere of the shops at Christmas, the immediate satisfaction of buying and taking home and gift, and being able to touch and see the gifts that they’re buying. But they’ll be heading to shops well prepared – with over 1 in 4 writing a list and 2 in 3 researching their purchases before heading to the shops. Most will not start their Christmas shopping until the start of November and the flurry of shopping in stores will not end until the day before Christmas Eve. Extended trading hours appear to be very appealing to shoppers. So there’s plenty of time for advertisers to get in on the Christmas gift buying frenzy! Summary Source : SCA Research, Post Xmas Study February 2015, I wrote a Christmas shopping list so additional items weren't purchased N=1424 & Did you use the internet to research Christmas purchases prior to going to the shops? N=671
  14. 14. 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: • Christmas Mood • Online & Mobile Christmas shopping • Kids & the Christmas spirit (and their parents that buy heaps more!) • The Last Minute Shopper There’s more Christmas research coming!

    Be the first to comment

    Login to see the comments

Australians are likely to spend in excess of $17.8billion in the five weeks between 1 December and 6 January. This report looks at SCA listeners and their Christmas shopping behaviour. The KEY INSIGHTS from this report are: - 46% of SCA listener spent more than $500 on gifts last Christmas and 42% spent more than what they intended last year - Clothes, toys and gifts cards are number 1 on the shopping list when it comes to buying Christmas presents - Extended trading hours are attractive to SCA listeners with 57% of people doing the majority of their Christmas shopping outside of peak shopping hours - Half are heading online to find the perfect gift but 97% still head in store For more information contact the scaresearchdepartment@sca.com.au

Views

Total views

482

On Slideshare

0

From embeds

0

Number of embeds

184

Actions

Downloads

4

Shares

0

Comments

0

Likes

0

×