A study has been conducted by Energi analysing the Christmas shopping habits of New Zealanders in 2016. Last Christmas, was the country’s biggest spending event with a 5.8% increase on 2015.
Below is a selection of the key findings:
- Christmas shopping is polarising: 45% love it, 29% are ambivalent, 16% are reluctant shoppers and 7% hate it.
- New Zealanders spent $6.5billion between October and Christmas Eve 2016.
- The overall level of advertising spend in the lead up to Christmas increased in 2015 and again in 2016 to a level of $281 million for Q4 (up 14%).
- While still the most prominent medium, TV advertising is losing share of investment in favour of digital and to a lesser degree outdoor.
- The majority of New Zealanders buy Christmas presents (91%).
- The average was 10.0 presents and a spend of $590 per person.
- The five present categories most commonly bought were: confectionery (56%), books (38%), toys (39%), vouchers (39%) and food (32%).
- Most people pay for Christmas out of available cash (62%), 29% save up and 32% use credit cards.
- Women spend nearly twice as many days Christmas shopping compared to men (40 v 22 days).
- 69% of New Zealanders shopped online for presents
Energi also dissected the different types of Christmas shoppers that exist in New Zealand. Deeper research was undertaken, which the team at Energi have at their dispersal should brands or media be interested. Insight into specific targeted opportunities such as packaging, merchandising, pricing and 2017 season predictions are massive considerations.