Aussies planning to spoil themselves this Christmas

Xero survey reveals different characteristics of Australian shoppers
this festive season

 MELBOURNE — 10 December, 2020 — Xero, the global small business platform, today released new research which uncovers the different traits of Aussie shoppers ahead of this year’s festive season, which will be unlike any before it due to the impact of the COVID-19 pandemic. The research reveals insights into who’s top of our gift lists, how much cash we’re willing to splash and when and where we’re planning to purchase.

The survey revealed four categories of shoppers, with insights into who’s top of our Christmas lists, how much we’re willing to spend and when and where we’re planning to purchase, including:

• Self Spoilers: The one third of respondents who are looking to buy Christmas gifts for themselves after what has been a challenging year for many. For Gen Z, it’s even higher at 52%.
• Cost-Conscious Consumers: The almost two thirds who have a set budget for gifts this year, with close to a quarter aiming to spend between $300 and $500 all up.
• Passionate Planners: The two in five who start thinking what to buy a month out, while as many as 18% start planning from the middle of the year.
• Spontaneous Shoppers: The Aussies who only start thinking about what to buy during December and are more spontaneous, with one in five planning to browse every aisle in-store for inspiration.
• Common among almost all Aussies is a desire to support small business this Christmas, with three in five planning to continue buying from small business beyond the festive season.

The Xero survey of 1,000 respondents analysed Aussies’ Christmas shopping intentions and behaviours, and their sentiment towards purchasing from small businesses for their gifting needs, providing insight into how the pandemic might be influencing shoppers.

While the majority of Australians are planning to buy presents for their significant others (62% of respondents), one-third of respondents (33%) have someone else on the top of their Christmas list – themselves. Generation Z are the most likely to fall in the Self Spoilers category, with half (52%) of the respondents aged 18 to 24 years living by the ‘treat yourself’ philosophy.

Angus Capel, Small Business Advocate, Xero said: “We’re seeing how important self-love is to a large number of Australians, particularly for the younger generations – many of whom were out of work during lockdowns. The survey suggests Australians are looking to this Christmas as the perfect time to treat themselves after the challenging year that was.”

The most common type of Aussie shopper we can expect this festive season is the Cost-Conscious Consumer, with almost two-thirds (63%) saying they have a set budget for Christmas shopping this year. The average budget is somewhere between $300 and $500 for almost one in four (23%), while one in five (20%) are planning to limit their budget to a total average of $150 to $300.

A large number of Australians fall into the Passionate Planners category, those who take a calculated approach to festive shopping. Two in five Aussies (40%) start thinking about what gifts to buy a month before Christmas, with as many as 18% starting to plan from the middle of the year. Half of the survey respondents (50%) have a clear plan of what to get before heading to a shopping centre, leaving little to chance.

“We’ve all witnessed the last-minute dashers make their way to the shops on Christmas Eve to get their final few presents, but the research has revealed they could be far and few between this year. It appears Aussies are making their lists and checking them twice, helping them to be more organised and to keep their finances under control,” commented Capel.

One in five respondents (20%) plan to browse every aisle in-store for gift inspiration, falling into the Spontaneous Shoppers category. Leaving things down to the wire, a further 21% of respondents only start to think about what to buy in December. 

A small business promise this Christmas and beyond

The common thread across all shoppers is a promise to support small business this Christmas. Almost one in three (30%) Australians are planning to buy more presents from small businesses this year than last year. And this commitment isn’t a one off, with three in five (61%) planning to continue this habit into the New Year.

Driving the small business promise is the warm, fuzzy feeling shoppers get when they support small business. For about three in five (63%), shopping for Christmas gifts from small businesses makes them feel supportive. It also brings a sense of belonging to the local community for 38%, and even sparks Christmas joy for one in five (22%).

The desire to support independent stores (49% of respondents) and a selection of more bespoke or ‘quirky’ finds (31% of respondents) are some of the key considerations driving Aussies’ preference for buying Christmas presents from small businesses. Top of Aussies’ wish lists to buy from small businesses are clothing items (31% of respondents) and artisan jewellery or accessories (24% of respondents).

“It’s heartening to see Australians choosing to make a promise to support small businesses this Christmas. In fact, many want to spread the festive cheer, with three in five saying they would encourage their family and friends to buy presents from small businesses,” added Capel. 

“Australians have an emotional connection to the small business community – a feeling that has been heightened during the pandemic. Whether that’s their go-to local coffee roaster or their favourite independent clothing retailer, the desire to support small business has been ingrained into Australians in 2020 – and what better way to show their support than by buying from them this Christmas.”

About Xero’s survey

The survey was commissioned by Xero Australia and undertaken by Pureprofile to analyse Australians’ shopping plans ahead of the Christmas season and their sentiment towards purchasing from small businesses for their gifting needs. In November 2020, Pureprofile conducted an online quantitative survey, interviewing more than 1000 consumers. The survey is nationally representative.