Only 14% of Australian shoppers plan to spend during main holiday sales
LoopMe consumer data gives brands insights on how to maximise sales this Golden Quarter
Australia, 29th October: New research from LoopMe, a leading technology company that uses artificial intelligence (AI) to improve brand advertising performance, has revealed insights into Australian consumer intent to shop during the upcoming holiday sales periods, with only 14% planning to make purchases on Black Friday and Boxing Day. However, half (49%) say that sales and discounts make them want to spend more. This indicates an opportunity for brands to deliver strong marketing campaigns highlighting the discounts on offer to increase customer engagement, and convert sales.
More than a third (38%) of shoppers intend to buy gifts during the entire holiday period, while 18% are undecided. A combination of online and in-store works best for most shoppers (42%), with in-store only following closely at 39%, and online only being preferred by only 19%.
In terms of category of purchase, 34% are in the market to buy luxury goods in the run up to Christmas, 25% are likely to buy apparel and footwear, and 17% on holidays and experiences. Other items consumers are likely to buy include:
- Fragrance and cosmetics – 16%
- Jewellery – 16%
- Electronics and tech – 16%
- Handbags and accessories – 11%
“The lead-up to Christmas is traditionally a popular time for Australian consumers to shop in the different sales events, but with the cost of living causing strain for many people, we might see purse strings tightened this year,” commented James Symonds, Senior Sales Director – ANZ at LoopMe Australia. “As half of the respondents feel that sales and discounts make them want to purchase more, there is a great opportunity for brands to ensure that their marketing strategies engage target audiences with upcoming offers. Likewise, ensuring a combination of in-store and online sales strategies will help drive customers to their preferred location to purchase, and maximise engagement.”
Data cited comes from LoopMe’s survey of 3,259 consumers in Australia to understand sentiment regarding shopping during the golden quarter.