New research unboxes consumer trends for festive season

After more than two years of Covid-affected festive seasons, a majority of Australians are yearning for a simple, uncomplicated Christmas filled with “meaningful” gifts, re-connecting with friends and taking stock of their mental health, according to new research revealed today by Nine in partnership with Crowd.DNA.  

In the third instalment of Nine’s annual Unboxing Christmas research series as part of The Big Ideas Store, the study looks at the big trends in retail, food and culture which will influence consumer purchasing decisions as we head into Christmas 2022.

With 32 weeks until Christmas, the key trends emerging for marketers to tap into are less wasteful gifting; inclusion in marketing of the festive season; ‘framily’ and mental and physical health.

After an unpredictable and relentlessly exhausting two years, one third of Australians are intending to break with tradition and seek out new ways to celebrate the festive season. When it comes to purchasing, this year will see Black Friday – on November 25 – officially overtake Boxing Day as the premium sales event of the season.

But consumers will be focused on meaningful gifting, with 81% of Australians concerned about the amount of waste involved in Christmas gifting. Indeed, more than 70% believe stocking fillers are a waste for adults.

“Australians are seeking the right mix of practical and emotional when it comes to gifting,” said Toby Boon, Nine’s Director of Strategy and Insights. “The broader cultural shift towards sustainability is changing how we spend at Christmas. Stocking-stuffers are out, and shared experiences are in. Travel will be topping the wishlist for many consumers this year.”

The pandemic has had a lasting effect on Australians, with 51% losing connection with friends over the last two years. This will result in a more social Christmas than ever before as friends re-connect, with many expecting to celebrate “multiple Christmases” by embracing ‘framily’.

The study also reveals that the pandemic has taken a real toll on Australia’s mental and physical health, with the majority looking at this Christmas as a time to rejuvenate and concentrate on their health and wellbeing. Travel will also define the coming summer holidays, with 32% planning on getting away at Christmas.

Director of Crowd.DNA, Stephanie Winkler, said the research showed the trends seen last year during pandemic lockdowns are here to stay, and a lot of new trends are emerging on the horizon.  

“A lot of the cultural shifts we’ve seen during Covid-19 are really starting to play out, especially everything from what we eat and drink to our desire to travel and wellness,” she said. “The way we shop has changed over the past two years and we’re starting to see some of these longer term changes come to life, and a lot of new trends for brands to connect with consumers this season.”

“The increasing universality of Christmas is an opportunity for marketers; it’s more secular and more inclusive than ever before. There are more reasons to celebrate and more occasions to celebrate so it’s not just the one big day.”   

The research conducted by Powered and Crowd.DNA was presented at The Big Ideas Store in the session ‘Unboxing Christmas 2022’ on Thursday, May 12.

For more information:
Adrian Motte
Senior Communications Manager – Trade & Publishing
amottamotte@nine.com.au

Thursday, May 12, 2022