In the past, many shoppers left their Christmas shopping to the last minute, cramming in all their gift purchases in the weeks leading up to the festive break. This is not the case anymore, with Australians taking the lead from international holidays and key sales events.
This means you have even more opportunities to boost your retail sales across the calendar year, with consumers buying more products during special sales events and shopping online more frequently.
November is a key month, with Australians increasingly driven by overseas retail phenomena like Black Friday (the day after the US Thanksgiving holiday), Cyber Monday (the Monday after Thanksgiving) and Singles Day (first promoted as an anti-Valentine’s Day shopping date for singles in China). There are plenty of ways to make your shopfront stand out.
The Australian Bureau of Statistics retail trade data showed that November 2018 accounted for more than six per cent of annual retail sales, and Australia Post’s 2018 eCommerce Industry Report revealed that the five weeks leading up to 15 December accounted for almost 15 per cent of annual ecommerce transactions. With other new Australian retail opportunities like Click Frenzy (November), Green Monday (second Monday in December) and Free Shipping Day (15 December), the capacity to increase your sales is expanding.
If you’re a retailer - what next?
You’re probably planning for your Christmas sales year-round, but this emerging trend in consumer behaviour presents exciting new opportunities. Draw on the data, build on new trends in shoppers’ behaviours, and capitalise on the influence of key international (and Australian) sales events to raise your revenue and compete for customers in both the online and bricks-and-mortar spaces. If you aren’t already trading online read our blog story about how to get your business online and generating sales.
Want to discuss your sales planning with a trusted business adviser?
Contact us today for business planning advice and handy information – including access to consumer behaviour data to help guide your decision making process.