Sydney, 25 October 2021 - New research conducted by advertising technology company The Trade Desk and YouGov reveals that seven in 10 (71 percent) Aussies are planning to shop local, preferring to buy from Australian owned brands whenever possible, with Baby Boomers the most committed to buying Aussie products (82 percent) during this holiday season.
The research also revealed that Christmas 2021 is also looking big for kids under 18, with 45 percent of parents likely to spend more on gifts this year. And millennials are more likely than Gen X and Baby Boomers to spend more on gifts for family and friends this Christmas season compared to 2020 (36 percent compared to 25 percent and 8 percent respectively).
This post-COVID festive season is set to be the largest online shopping event on record with seven in 10 (69 percent) Australians now shopping online at least once a month. Forty-one percent of online shoppers plan to make more purchases online this Christmas, delivering a bumper online season for Australian retailers.
The rush for local online purchases has been exacerbated by the suspension of almost all package delivery to Australia by many overseas postal services such as the United States Postal Service and Canada Post due to COVID-19 restrictions.
“With global supply chains in disarray, many shoppers say they’re going to get an early start on Christmas spending across gifts, home décor and food and drink. Purchasing is expected to accelerate rapidly in late October and early November,” said James Bayes, General Manager of The Trade Desk Australia and New Zealand. “Consumers are telling us they are going to shop local this Christmas season, and we know they are looking to start early. For marketers, the time to reach consumers is now.”
Australian parents with children under 18 at home who shop online are more likely to increase online purchases this Christmas (61 percent) and plan to take advantage of buy-now, pay-later services (43 percent).
Australians will use websites (46 percent), word of mouth (43 percent), social media (31 percent) and TV (28 percent) to help make their purchasing decisions this Christmas and six in 10 (59 percent) are open to learning about new brands in general. Once again, kids under 18 will be the winners, with parents most interested in new brands at Christmas (76 percent).
When asked if uncertainty surrounding COVID restrictions will influence their spending this Christmas season, 72 percent of Australians say it will have no impact or that they will spend more this year.
“COVID continues to bring uncertainty to the Australian population, and brands need to be agile in their approach to consumers and adjust to meet their needs,” Mr Bayes said. “Whilst COVID is still a concern for consumers, the easing of restrictions across the country is expected to accelerate spending. Developing data and consumer engagement strategies now will establish successful brand activation throughout the Christmas period and beyond.”
The survey was conducted online by YouGov amongst a nationally representative sample of 1,043 Australian adults aged 18 and over, between 2 - 6 September 2021. All data was weighted by age, gender, and region to reflect the latest Australian Bureau of Statistics population estimates.
About The Trade Desk:
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, and LinkedIn.”