This month, our CPM Expert Speak feature is brought to you by Andrew Potter, Group Managing Director, CPM Australia & Retail Safari in collaboration with Monash University. CPM Australia and Monash University carried out research around Christmas Shopper Behaviours in the run-up to the festive season.
CPM Australia, in partnership with Monash University, shares its latest research study which examines Christmas Shopper Behaviours during the busiest shopping season of the year.
According to research results, in-store purchase is still the most preferred channel for Australian consumers this Christmas. However, the data also reconfirms the notion of in-store and online shopping being treated separately is no longer valid. Increasingly, more and more brands and retailers are blurring the lines seamlessly between digital and in-store experiences.
As the blend between physical and digital becomes more popular, the desire among consumers to complete their Christmas shopping in actual stores is still strong. This holiday season, most consumers plan to use both physical store and online (49%), or only physical stores (43%) to conduct their shopping. Only 8% of surveyed consumers plan to use exclusively online channels during this holiday trading period.
These well-informed shoppers have started thinking about what to buy this year two months prior to Christmas.
The figures indicate that the majority of buyers are planning to do most of their Christmas shopping in November (51%), leaving only 30% making purchases in December.