Research shows two-thirds of shoppers will hold out for specials or sales before buying this Christmas.Monash University’s Australian Consumer and Retail Studies found 40 per cent of Victorians would visit bricks-and-mortar stores in the festive season. Just over a quarter say they will shop online.More than half said they were seeking bargains and special deals due to job losses and income cuts, with COVID-19 having a strong impact on their Christmas spending. Concerns about being able to see friends and family and worries about which shops will be open are also causing some to hold back.
The survey of 1500 national shoppers in October found that despite restrictions most people would do their shopping at the same time as other years. Most would start their shopping four weeks out from the big day, but 38 per cent started up to three months before December 25. A quarter of Victorians started earlier due to worries about stock levels and delivery times.ACRS principal research consultant Stephanie Atto said now was the busiest time in the retail calendar. “In a typical year, most shoppers usually start their Christmas shopping within three months of Christmas, with the majority doing their shopping in the final four weeks,” Ms Atto said.“But this year has been anything but typical, and retailers have not only had to plan their Christmas product releases, but also think about how they’re even going to offer customers a safe in-store shopping experience.”Ms Atto said travel and tourism goods were expected to be hardest hit, with many shoppers reporting they would not buy such goods or that they expected to buy less this year. On the other hand, clothing, footwear and accessories, personal care products such as cosmetics, and baby care, homeware and hardware should still prove popular.
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