For 55% of Australians, their dream Christmas has changed in the last three years
We have seen some significant shifts in Australians expectations, priorities and behaviours, with two key tensions facing Christmas 2023:
RATIONAL VS EMOTIONAL
The tension between a more practical attitude, as finances are at the forefront of consumers' minds vs. a yearning for more emotional experiences that deliver joy and escapism.
TRADITION VS INNOVATION
The tension between a strong desire to seek comfort and safety in the traditions that Christmas brings vs. the desire to break the mould, rethink and reimagine traditions for a new world.
WHAT YOU NEED TO KNOW
It is through this juncture that we have unearthed three distinct spaces that brands can play in for Christmas 2023, to better resonate with Australians.
CHAPTER ONE
A nod to the tradition that Christmas brings, but it also reminds us of the importance of emotion. Brands can help people transcend tough times and jolt them from longstanding malaise by celebrating the uplifting, the humorous, and the magical.
There’s a growing consensus among scientists and psychologists that embracing joy has powerful mental health benefits
Of people see fun as a necessity that keeps them going in tough times
Want brands to help them feel intense emotions
There is a potent opportunity for brands to deliver some extra joy this Christmas
Of people are more likely to purchase from a brand that brings them a sense of joy
Of Australians expect to feel excited this Christmas
(a rise of 500% from 2021)
Fun is an easy win for many brands; a powerful tool for well-being and resilience, offering respite in tough times
CHAPTER TWO
Being enterprising, inventive and smart, and doing Christmas in ways where cost saving is reframed as savvy spending and resourcefulness as an achievement.
Finances are the No.1 stress that 41% of Australians expect to feel this Christmas
Of Australians anticipate the rising cost of living will have a negative impact on how they celebrate, so expect shoppers to get tactical
High inflation is driving earlier spending
Australians plan on buying gifts in the Black Friday sales for Christmas 2023
Shoppers increased what they spent in last year’s Black Friday sales
Family favourites continue to be an important approach to cooking meals on Christmas Day
Of Australians will be cooking family favourites
Will be making dishes from scratch
Will be buying 'budget-friendly options'
Brands will need to communicate their value clearly to remain relevant to the consumers who are spending cautiously
CHAPTER THREE
Rekindling tactile, atmospheric, multisensory experiences – whether they’re of a wholesome or hedonistic nature, it’s all about the primal appeal of endorphin-boosting social togetherness.
Spending time with family this Christmas is important to 69% of Australians
Australians value spending time with friends and chosen ‘family’
Craving for connection
Of Australians expect to feel a sense of connection this Christmas
(20% increase YOY)
Will be making time for more “meaningful connections” with people (80% increase YOY)
Adopting a pro-social mindset whilst advocating community
“In a world that is more digitally connected than ever, there’s a human connection crisis.”
Elizabeth Cutler
Co-founder, Peoplehood
There's an opportunity for brands to help Australians connect this Christmas
For further information, contact your Nine representative, or complete the form below.
Source: Nine’s Proprietary Research | Unboxing Christmas 2023
