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David Jones

David Jones Research Reveals Australians Shopping Habits in the Final Days till Christmas



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.


The 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 busiest.




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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 (61%)

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 (21%).


     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 Christmas shopping.


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 Christmas.  


-         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%).



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:

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

For further information on Christmas at David Jones head to


* 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.






For further information & imagery or to speak to a David Jones spokesperson, please contact:


Nelly O’Ryan

Publicity Specialist

T: 02 9266 5251

M: 0449 025 255