Australia – A new study from LoopMe has revealed that last-minute festive shoppers in Australia are 60% more likely to respond to advertisements and deals, compared to 34% of all consumers who say they are influenced by festive campaigns.
The findings highlight key opportunities for advertisers and retailers during the Golden Quarter, showing that timing plays a significant role in reaching different consumer segments. While advertising may have the strongest impact on shoppers in the final two weeks before the holidays, those who start shopping earlier tend to spend more overall.
According to the report, 68% of consumers who begin their shopping more than two months in advance plan to spend over $250. This drops slightly to 64% among those who start one to two months ahead, and significantly decreases to just 28% for last-minute buyers.
Despite the spending potential, the research also found that 58% of Australians do not plan to shop for the festive season this year. Women and consumers aged 35 and above remain the most active demographics, with women 5% more likely than men to make holiday purchases.
Among the 35+ group, a third are expected to spend $500 or more, while more than half of all consumers (52%) intend to keep their festive spending below $250.
James Parker, head of APAC at LoopMe, said: “Although there is a sense of caution among consumers this festive season, this data shows some bright opportunities for brands and advertisers as we enter the festive period.”
He added, “A third of Australian shoppers feel that festive ads and deals have an influence on their choices, and it will be key to launch campaigns early to reach the higher-value shoppers who make an early start and spend more. Increasing engagement in the last two weeks will have an impact on last-minute shoppers, who are most receptive to these ads and deals.”
