Australians the biggest spenders online for Christmas gifts

Sydney, 07 December 2011

Clothes top the gift list, while self-gifting emerges as a key trend

Australians will spend $940 on average online this year buying Christmas presents – the highest in the Asia Pacific region, according to a survey released today by Visa.
The next highest spenders in the region are from Singapore ($871); China ($686) and Malaysia ($632), while budgets were smaller in Japan ($292) and Korea ($272) where Christmas is not as widely celebrated.
The 2011 Year End Holiday Online Shopping Survey looks at shopping intentions and trends in the lead-up to Christmas and was conducted by Nielsen for Visa.
Visa Country Manager Australia, Vipin Kalra said: “The Christmas spirit remains strong among Australians, with online shopping proving to be a popular way to purchase due to convenience and cost savings.”
“The Australian survey results also paint an interesting picture of who will find a gift under the tree this Christmas, with mums and dads looking like they’ll do very well.”
Australian survey respondents put mothers (62 percent) at the top of the intended Christmas gift recipients list, followed by fathers (47 percent), while 42 percent intend to pamper themselves with a gift.  Forty-one percent will buy a gift for friends and 16 percent will buy a gift for a pet.
Nearly a quarter of respondents said they would buy themselves the most expensive Christmas present this year.
Clothes, DVDs and books are the top three items Australians intend to purchase online as Christmas gifts with most people intending to buy between six to 10 gifts this year.
Other interesting findings of the survey are:

  • 64 percent of surveyed Australians intend to shop online for Christmas gifts this year.
  • Couples married with children intend to spend the most online shopping for Christmas followed by 18-24 year olds.
  • Males will likely spend almost twice as much as their female counterparts.
  • Shopping while at work is the new norm across the region but not in Australia – 31 percent of all respondents said they would make their holiday purchases at the office, but only 15 percent of Australians intend to so, with the majority of Australians (94 percent) choosing to shop from home.
  • The gifts that Australians most want to receive are clothes (19 percent), gift vouchers (19 percent), books (16 percent) and DVDs (15 percent).

Mr. Kalra said the survey showed that while the preference for shopping online for Christmas is growing among the web-savvy respondents surveyed, the overall spend being planned remains fairly level with last year.
“Compared to last year, of those surveyed, online shopping accounts for 61 percent of overall spend – up from 58 percent - while offline shopping accounts for 39 percent of overall spend this year compared to 42 percent last year. The Australian shopper’s intended total overall shopping budget (online and offline combined) remains consistent at $1656 in 2011 compared to $1637 last year.”
The top three reasons cited for shopping online this year are convenience, online discounts and to avoid shopping mall crowds.
Sixty one percent of Australian respondents said they would use a laptop for online shopping, 54 percent a PC, 18 percent a smartphone and eight percent a tablet.
* All figures in Australian dollars, converted at 1 USD = 1.037 AUD, exchange rate at October 22, 2011.

Media contact
Andrew Craig


About the 2011 Visa Online Holiday Shopping Study

A total of 4,033 online holiday shoppers from Australia, mainland China, Japan, Korea, Singapore, Malaysia, Indonesia and Thailand were surveyed for the study and asked about their overall year-end shopping intentions throughout the November-December travel period, Christmas and New Years. Of these, 2,728 specifically said they were shopping for Christmas and were asked about their shopping intentions around this holiday alone.
All respondents were adults aged 18-55 years old who have purchased something online in the past six months and intend to purchase items online in preparation for the 2011 year-end holiday season. Fieldwork was conducted across eight key online shopping markets (Australia, mainland China, Japan, Korea, Singapore, Malaysia, Indonesia and Thailand) by The Nielson Company on behalf of Visa from October 21 -30, 2011.

About Visa

Visa is a global payments technology company that connects consumers, businesses, financial institutions and governments in more than 200 countries and territories to fast, secure and reliable digital currency. Underpinning digital currency is one of the world’s most advanced processing networks—VisaNet—that is capable of handling more than 20,000 transactions a second, with fraud protection for consumers and guaranteed payment for merchants. Visa is not a bank, and does not issue cards, extend credit or set rates and fees for consumers. Visa’s innovations, however, enable its financial institution customers to offer consumers more choices: pay now with debit, ahead of time with prepaid or later with credit products. For more information, visit