CHRISTMAS RETAIL AUDIENCE STUDY
The Christmas Retail Audience Study explored the Christmas purchasing habits of Fairfax Media audiences and how various media sources provide inspiration and provide assistance along their purchase journey. A few key findings are as follows:
- A third of Fairfax Media audiences begin to plan their Christmas gifts from October, converting to purchases in early December. Only 1-in-3 do their gift shopping in the week before Christmas.
- Gift inspiration mainly occurs during passive media browsing during the evening with close to 4-in-10 of Fairfax Media audiences finding gift inspiration while browsing on their tablet device.
- Mobile browsing plays a big part in gift purchasing. Although majority (82%) purchase gifts online via their PC / laptop, a third will buy Christmas gifts using their tablet device. Mobility is being driven by the convenience of shopping outside of store opening hours and for seeking price comparisons.
- Christmas is a time of year that audiences are likely to be more indulgent, with two-thirds purchasing more premium food and drink brands than any other time of year.