By Kymberly Martin
December 13 a landmark day.
Retailers should prepare for an online shopping frenzy on December 13 when increased activity is expected to hit its peak. New data from Adobe Digital Insights 2016 Holiday Shopping Predictions report, predicted shoppers in Australian and New Zealand will spend A$236 million online, an increase of 60% on a typical days spending for the Christmas period.
It is understood that the landmark date allows for delivery shipping time and is also based on data relating to last year’s activity high point.
Overall Adobe forecasts A$10.7 billion will be spent in online shopping purchases over the Christmas period, a 12% growth year-on-year. Australians increased comfort with mobile shopping will result in over one-quarter of all online Christmas period revenue coming from purchases made on smartphones and tablets, while 45% of browsing will also come from these devices. Further, 48% of Australians believe apps now offer a better experience for perusing potential gifts that a traditional web browser while the same number feel better mobile payment options are now available.
Adobe data revealed that Australians will typically browse three to four websites before making a purchase. Marketers should be aware that there has been a significant drop in the number of consumers who do not want to be approached in the lead-up to Christmas. The preference is to find bargains through retailer emails and advertisements other than friends or family.
Also, 65% of Australia’s online shoppers claim internet retailers give them access to better deals, with half citing the convenience of home delivery at no extra cost a deciding factor, making it harder for traditional bricks and mortar retailers to compete.
Social media integration into the lives of Australians continues, with its influence on purchasing decision increasing 450% from 2015.
“The data speaks plainly, that the future of Christmas shopping is online, and it’s increasingly mobile,” according to Adobe ANZ managing director, Chris Skelton.
“In Australian and New Zealand, retail is one of the leading sectors for smartphone traffic and one of the fastest growing sectors for average mobile conversion.” He said retailers are optimising mobile content and creating engaging and personalised experiences so that users will be compelled to purchase more on their mobile devices.
“Australian consumers are aware that better deals, a wider selection of products and cheap home delivery are all available from the device in their pocket,” Skelton said.