JONES RESEARCH REVEALS AUSTRALIANS SHOPPING HABITS IN THE FINAL DAYS TILL
According to research
commissioned by David Jones, one in three Aussies will do their Christmas
shopping this week in gearing up for the big day and one in ten will do it on
Christmas Eve. Gen Y are the most likely to buy last minute (22%;
cf. Gen X 13%, Baby Boomers 7%). Half (47%) of those who leave it to the last
minute find it stressful because they don't know what presents to get.
research substantiates what is seen in numbers over the trading period for
David Jones, which is that the last few days of Christmas are always the
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Christmas is different for each and every
one of us, but the common things that really make Christmas special include
quality time with loved ones (74%), meal time (70%), and decorating the house
Christmas is typically a time which brings together family and friends –
9 in 10 (93%) Aussies celebrate Christmas with their loved ones.
- 3 in 7 (43%) Aussies will be enjoying some part of their Christmas day outside
– playing outdoors (24%), relaxing in the sun (32%), and playing with the hose
and sprinkler (9%).
- In Australia, Christmas is a time of positive feeling and atmosphere
(84%), such as being thankful for being so fortunate (49%), happy to be having a
holiday (42%), and excited to celebrate the end of another year (29%). For 2 in
5 (41%) Aussies, Christmas is a season of cheer without any negative emotion.
- 3 in 10 (30%) Aussies will have feelings of tension in preparing for the
celebrations – freaking out about buying the perfect gift (21%) and getting the
house ready for guests (16%).
- Christmas preparations are most commonly started in December before
Christmas Eve (62%) – either early that month (41%) or when work is finished for the Christmas holidays
15% of Aussies will be preparing for Christmas earlier than December, sometime between September and November.
1 in 10 (9%) Aussies are very early preparers, beginning in September,
and in some instances starting as early as January.
- 7 in 10 (69%) Aussies have adapted or adopted a Christmas tradition to
suit their version of Christmas. Two thirds (66%) of Aussies make the best of
both worlds by adapting European traditions to suit Christmas in Australia.
More than half (56%) of Aussies adapt or adopt a food based tradition –
having ‘all the trimmings’ with the meal (50%), munching mince pies with beer (11%), and
drinking mulled wine (7%). 1 in 5 (21%) Aussies ‘Australianise’ a version of a Christmas
tradition – munching mince pies with beer (11%), wearing the Aussie version of
the Santa suit (10%), and sweating in tacky festive jumpers (5%).
Christmas shopping can be something that feels
great and also a cause of tension 2 in 5 (39%) Aussie shoppers are stressed
by it because they never know what presents to get, and 3 in 10 (30%) love
3 in 10 (30%) Aussies will think about how they can
dress for the Christmas theme – finding an outfit which is festive and fun, but not too cheesy (22%), and being as
Christmassy as possible (13%). For festive fashion, 13% of Aussies are into finding the
latest-season designers, or do not care about price, as long as they look good.
When thinking about Christmas decorations,
Aussies see the value in excess – going all-out with Christmas crackers and
table decorations helps make Christmas extra special (79%) and seeing outrageous
and over the top decorations and lights makes Christmas more fun (72%).
- 9 in 10 (92%) Aussies receive gifts for
- Nearly 9 in 10 (87%) Aussies go Christmas
shopping and a third (33%) do their Christmas shopping in the week before the
big day, of which, 11% do it on Christmas eve.
14% of Aussies do their shopping at the last minute (either on Christmas
Eve or Christmas Day). Gen Y are the most likely to buy last minute (22%; Gen X
13%, Baby Boomers 7%)
M More than half (55%) of all Aussies will do their
Christmas shopping with better time management by buying everything a month in
advance (29%), buying presents strategically throughout the year (30%), and
buying in the Boxing Day sales fro the previous year (8%).
DAVID JONES CHRISTMAS SHOPPING SERVICES:
To help take the stress out of last minute
Christmas shopping, David Jones provides the following services:
Gift Gurus (All Stores)
David Jones dedicated Gift Gurus offer their
extensive knowledge of the store and extraordinary ability to find the perfect
Christmas gifts for special friends and family. Book Online at: http://www.davidjones.com.au/christmas
Complimentary Gift Wrapping (for David Jones
AMEX card holders)
A team of expert gift-wrappers will add that
special touch with the signature David Jones gift wrap. It’s available in all David
Jones department stores and is complimentary when customers make a purchase
with a David Jones American Express Card or David Jones store card.
David Jones dedicated porters will be
available to assist customers with their purchases by hailing a taxi, carrying goods
to their waiting car or to one of the local hotels or car parks. Available from
Saturday 12 December until Christmas Eve at all CBD Stores (Elizabeth, &
Market, Bourke Street, Queens Plaza, Adelaide Central Plaza, Hay Street Mall).
Personal Shopping Service
The David Jones Personal Shopping Service is
a complimentary. If customers are looking for a special Christmas outfit, the
stores knowledgeable Personal Shopping team can help create a bespoke Christmas
edit. Bookings essential at http://www.davidjones.com.au/Store-Services/Fashion/Personal-Shopping-Service
For further information on Christmas at David
Jones head to davidjones.com.au/Christmas
* NB: The research
was commissioned by David Jones and conducted in accordance with the ISO 20252
standard. Lonergan Research surveyed 1,152 Australians aged 18+. Surveys were
distributed throughout Australia including both capital city and non-capital
city areas. The survey was conducted online amongst members of a
permission-based panel, between 14th and 18thOctober 2016. After interviewing,
data was weighted to the latest population estimates sourced from the
Australian Bureau of Statistics.
further information & imagery or to speak to a David Jones spokesperson, please
T: 02 9266 5251
M: 0449 025 255