Evolving digital habits mean Aussies will be browsing and buying online even more this holiday season. Google Australia and New Zealand industry director of retail, Renee Gamble, shares how you can best connect with festive shoppers by responding to emerging consumer trends.
The weather’s starting to warm up in Australia — a telltale sign that the holidays are right around the corner. Consumers typically spend big during end-of-year retail events, and many of them find shopping inspiration and guidance online.
While Aussies are no strangers to browsing and buying online, e-commerce has picked up pace this year as more people want to shop safely from home. For many consumers, 2020 was the first time they tried online shopping.1
Although restrictions are easing, online shopping is still on the rise. Here’s a closer look at how Aussies’ digital behaviours have evolved and what these habits mean for your end-of-year campaigns.
Shoppers are more curious and inquisitive
Whether they’re assembling critical information on Search or finding virtual communities on YouTube, Aussies have been exploring all corners of the web to cope and adapt. There’s a ton of shopping inspiration online — from “get ready with me” videos to “best of” roundups — so more people have been discovering brands and trying out new products.
Consumers were already starting to spend more time researching holiday gifts in 2019 — and considering their increased willingness to branch out, festive shoppers are likely to dive even deeper into comparison shopping this year.2
Aussies’ priorities and expectations have shifted
So, why are people spending more and more time weighing their options? Research shows that consumers prioritise finding something that’s the right fit for their unique needs. And because they have countless options at their fingertips, they can get caught in a seemingly endless loop of research.
What consumers find most important has changed throughout the year. The majority of Aussies say that COVID-19 has impacted their personal finances,3 so many people will be holiday shopping with tighter wallets. Consumers are also paying more attention to where their products come from.4
For the full article and Renee’s top three tips for retailers this season, read the full article on Think with Google.
1 Australia Post, August breaks records as Australians shop online more than ever, Sept. 2020.
2 Google/Ipsos, Holiday Shopping Study, online survey, n=3,152, Australians 18+ who conducted Christmas shopping activities in past two days, Nov. 2019–Jan. 2020.
3 Global Web Index, Coronavirus Research | July 2020 wave 5: Multi-market research, custom recontact survey among 1,004 (Australia), internet users aged 16–64.
4 Kantar, Australia, Global Barometer 2020, n=500, Australia, May 22, 2020–May 26, 2020.