Christmas shopping habits change as people buy their gifts earlier this year

Friday, 17 December 2021

People got their Christmas shopping done earlier this year, but it could come at a cost.

The pressure of Covid-19 has meant New Zealanders have got their Christmas shopping done earlier this year, a survey by price comparison site PriceSpy indicates.

But it could mean people are spending more on gifts than they usually would, Liisa Matinvesi-Bassett, New Zealand country manager for PriceSpy, said.

“Shoppers, it seems, are aware of the wider impacts that the global pandemic is causing,” she said.

Traditionally, PriceSpy’s survey results have shown up to 30 per cent of shoppers buy Christmas gifts last-minute, up to a week before Christmas Day.

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But this year, 44 per cent of respondents said they would start their Christmas shopping earlier because of Covid-19 affecting delivery times, and 27 per cent started up to six months ahead of Christmas.

“We have seen a significant shift in when people will buy gifts for the festive season with people now saying they tend to do most of their shopping up to six months in advance,”

Dot Loves Data has analysed Eftpos New Zealand transactions, and it shows New Zealand's online shopping continues to surge into Christmas.

People are shopping more online and also doing so earlier because they recognise it could take 10 to 14 days for goods to be delivered, Dot Loves Data government director Justin Lester said.

People were also spending more, with the average transaction increasing by 9 per cent compared with 2020.

But those who buy last-minute will probably score the best deals.

PriceSpy’s Price Index, a tool that tracks the daily price changes that occur across the most-popular products listed on the website, indicates buying last-minute can provide shoppers the best opportunity of securing a bargain.

“Our pricing data indicates buying last-minute especially across the last few days leading up to Christmas Day could deliver the best prices, alleviating some of the financial pressures some will be feeling across the festive season,” Matinvesi-Bassett said.

“Buying last-minute could offer a great option to help save money at an otherwise expensive time.”

The survey also found 61 per cent had waited to purchase an item in a Boxing Day sale.