Online shopping to hit peak on 13 December

BY Australian Retailers Association
29 November 2016

dreamstime_s_55061495-compressor.jpgMore and more Australian will embrace online shopping this Christmas with consumers expected to spend $10.7 billion in online purchases this silly season.

This year, retailers should prepare for a surge in online sales on December 13 according to Adobe’s Digital Insights 2016 Holiday Shopping Predictions: Europe and Asia Pacific report. This day will see Australian and New Zealand (ANZ) shoppers spend $236 million online, a 60% increase on a typical day’s spending for the Christmas period.

The rise in digital sales stems from an increase sense in comfort levels around purchasing and browsing on mobile devices. This year, 41% of Australians claim to have become more comfortable with smartphone security and privacy, while almost two thirds believe their comfort for shopping via mobile devices is due to retailers creating a better online experience on smartphones and tablets.

This increased sense of comfort will see less Australian consumers push through crowds at brick-and-mortar stores and will instead see over 25% of all online Christmas revenue coming from purchases made on smartphones and tablets.

With new mobile payment options now available, 48% of Australians believe mobile apps offer a better experience for browsing potential gifts than traditional websites. Similarly, social media’s influence on purchasing decisions has shown a 450% increase from 2015.

Adobe’s data has also revealed Australians will typically browse 3-4 websites before making a purchase, and it appears much of that browsing will be done from the work desk this year. In fact, 11% of Australians now rank “shopping from work” as a key driver for online purchases, compared with just 4% in 2015, marking a 175% increase.

Australians prefer to find bargains through direct marketing emails and advertisements rather than their own friends and family. In fact, 26% of Australian shoppers believe direct emails from retailers and advertisements are the best online sources for shopping deals, compared to the 15% of consumers who like to hear of bargains from family and friends.

Great retail begins with knowing the ins-and-outs of how, why and when your customers shop. If you’re a retailer looking to learning more about the behaviour of consumers this Christmas, view the Adobe Digital Insights 2016 Holiday Shopping Predictions: Europe and Asia Pacific findings here.

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Australian Retailers Association

Founded in 1903, the Australian Retailers Association (ARA) is Australia’s largest retail association representing Australia’s $310 billion sector, which employs more than 1.2 million people. As the retail industry’s peak representative body, the ARA works to ensure retail success by informing, protecting, advocating, educating and saving money for its 7,500 independent and national retail members throughout Australia. For more information, visit or call 1300 368 041.

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