Kiwis to outspend Aussies this Christmas
While Australians are curbing their Christmas spend, Kiwis will be splurging according to research from Accenture New Zealand.
The research found that Australians will spend an average of $726 over the Christmas period, while New Zealanders will spend $952.
Accenture’s research found 57 per cent of Kiwis will be buying clothing and footwear as gifts this year, while gift cards for stores, restaurants or online stores are the next most common present, at 52 per cent.
Half of New Zealand consumers will be spending on toys.
Despite the convenience of researching potential presents online, almost half of consumers (47 per cent) prefer browsing bricks-and-mortar locations for inspiration, while a further 38 per cent seek recommendations from friends, and 26 per cent will read retailer catalogues.
“Bricks-and-mortar retail remains a critical channel for shoppers in New Zealand,” Accenture Interactive New Zealand managing director Ben Morgan said.
“We have seen this trend over the past five years, which we call ‘physical fights back’ – where we see the divide between digital and physical experience reducing.”
However, when it comes to actually pulling the trigger on buying a gift, 41 per cent said the purchase would be made online, compared to 34 per cent of Australians.
“The future of retailing is undoubtedly going to be digital infused, but in-store remains increasingly relevant for Christmas sales in New Zealand,” Morgan said.
“With the majority of consumers planning to spend in-store, providing simple, connected and personalised experiences will remain a key differentiator for retailers to win the attention of Christmas shoppers.”
According to the research about 21 per cent of consumers will still be shopping, with 30 per cent having stated they plan to get to the shops in early December, and 20 per cent having picked up gifts throughout the year.
Kiwis are also planning on going more upmarket with their grocery shopping for Christmas lunch and dinner, with Accenture finding more than a third of shoppers are going for big-name brands rather than budget labels.