Understanding the holiday shopper: A retailer’s guide to winning the season

This year's holiday season is not defined by how much Australians are spending, but by how deliberately they're choosing to spend it. Amid rising living costs and cautious consumer sentiment, shoppers aren't hitting pause on purchases, they're just getting smarter about them. 

From planning earlier and searching online to leaning into in-store experiences and personalised promotions, Australians are entering peak shopping season more strategic and value-conscious than ever.  

Based on this year's consumer data and evolving shopping behaviours, retailers have a roadmap in front of them. By understanding what matters most to shoppers, brands can shape smarter, more effective strategies to drive both foot traffic and sales this festive season. 

1. Promotions Are Non-negotiable  

Aussie shoppers have entered the year with a cautious eye on their wallets, making value a top priority. More than half (51%)* say their shopping habits have shifted to focus on finding deals and discounts, while 84% agree that promotions influence what they buy - and where they buy it. 

What's changed isn't just the desire for discounts, but how shoppers find them. Online search, comparison tools, price-tracking features and digital catalogue apps are now standard parts of the pre-shop ritual. 

Retailer takeaway: Value-driven marketing is no longer optional; it's a decisive factor in earning consumer loyalty and spend. Make your holiday offers unmissable, from digital to in-store and everywhere in between. Today's shoppers aren't just looking for a good deal - they're looking for the retailer who helps them find it first. 

2. Prepare for the Planners 

Looking at Black Friday as an example, our recent data with YouGov revealed from those planning to take advantage of the sales, over a third (36%)** did so specifically to purchase Christmas presents. The report also revealed 34% of sales shoppers started planning for the annual sale – comparing prices and looking for the best deal – at least one week or more in advance.  

Shoppers are no longer browsing reactively. They're mapping out purchases weeks in advance, watching key dates, and waiting for the right moment to maximise value. 

Retailer takeaway: Shoppers are planning early - so should you. Launching promotions ahead of key calendar sales moments helps capture early interest and prevents your offers from getting lost in the Christmas clutter. Consider early access exclusives for loyalty members, creative teaser campaigns, and activating engaging digital channels in advance to keep your brand front-of-mind as planning begins. 

3. Digital Discovery Drives Choice 

Today's shoppers are digitally primed long before they hit the shops. In fact, 81% of consumers use digital platforms, like search engines, retailer catalogues, reviews, and social media to decide where to shop. While online search ranks highest, our latest data shows digital catalogues are the next most popular source of pre-shop research. 

Far from being a "nice-to-have", digital catalogues have become a key driver of purchase decisions, with 71%*** of Aussies stating they 'always or sometimes' use them when deciding what to buy.  

Retailer takeaway: Shoppers are using digital tools to decide where to shop, not just what to buy - so your presence during that discovery phase is crucial. Ensure your brand is visible where they're searching, especially in digital catalogues. Support this with targeted ads, geo-tagged promotions, and curated landing pages that turn online interest into in-store visits. 

4. The In-Store Experience 

While over 90%*** of Aussies still prefer to shop in-store, it's about more than simply picking up a product. For sentimental occasions like Christmas, when finding the right gift matters, hands-on reassurance becomes essential. This period also tends to spark bigger purchases, further reinforcing the shopper's desire to see and assess gifts firsthand. And once they're through the doors, it's the perfect time to double down on experience. 

Retailer takeaway: Make every store visit count. From thoughtful layouts and curated displays to warm, knowledgeable staff, transform your retail space into a destination -especially when holiday cheer is in full swing. Feature exclusive in-store offers and amplify tactile experiences through your digital channels to drive both interest and urgency. Experience is your competitive edge. 

5. Personalised Advertising the New Differentiator  

Beyond promotions, today's consumers are seeking genuine overall value. Our research has revealed there is a clear appetite for ads that go beyond mere price tag visibility. Half of Australian consumers*** say they find ads helpful for discovering new products and deals, while 42% use them specifically to compare prices. 

But they want more than just a generic promotion pushed out across multiple platforms; they're expecting a thoughtful, engaging experience tailored to their needs. Personalised discounts (77%), real-time product availability (55%), updates on new arrivals (49%), and engaging content like articles, recipes or how-to guides (37%) all rank highly on shoppers' wishlists. 

Retailer takeaway: Meeting consumers where they are is only half the battle. To truly succeed, an omnichannel strategy must do more than exist across multiple platforms - it needs to add real value at every touchpoint. Retailers who take the time to understand what their customers want and deliver content that's timely, relevant and engaging - will stand out. It's this depth of personalisation that really resonates. 

^{Research referenced:  *State of Shopping Research April 2025  **YouGov Black Friday Research September 2025  ***NielsenIQ Research July 2025}