As Black Friday offers make way for Christmas specials, retailers across the country are gearing up for Australia’s busiest shopping season.
But how do consumers in Australia find holiday shopping ideas – and how far in advance do they start their holiday shopping?
Latest YouGov Surveys research shows that half of consumers say they usually begin shopping for holidays they celebrate between 3 weeks to 3 months in advance: 28% do so 3-4 weeks before, while 22% do so 2-3 months prior.
Meanwhile, 16% of consumers say they do not engage in holiday shopping around specific celebrations.
Close to half (47%) of consumers say they use search engines – the most popular source of holiday shopping ideas – to identify products to buy for the festive celebrations.
Analysing by generation, however, reveals that Gen X are significantly more likely than other generations to turn to search engines to discover what to buy (55% vs 47% of Baby Boomers, 45% for Millennials and 38% of Gen Z).
Millennials are significantly more likely than other generations to rely on the social feedback of family/friends/colleagues (52% vs 43% of Gen Z, 41% of Gen X and 32% of Baby Boomers) and online reviews and recommendations (43% vs 37% of Gen Z, 30% of Gen X and 25% of Baby Boomers) for identifying holiday shopping ideas.
Additionally, younger consumers are more likely to consult social media platforms (41% of Gen Z and Millennials) than older consumers (27% of Gen X and 14% of Baby Boomers).
This article is part of a holiday shopping in APAC series. Explore how consumers in other key markets discover festive purchase ideas and when they begin their advance shopping below.
➤ Holiday shopping in Singapore: how consumers find what to buy & how early most start their shopping
➤ Holiday shopping in Hong Kong: how consumers find what to buy & how early most start their shopping
➤ Holiday shopping in Indonesia: how consumers find what to buy & how early most start their shopping
Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 510 and 2,044 for each market. All surveys were conducted online during September 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.
Cover photo by blackCAT