2. 2
If you’re a retailer targeting mums and dads with young kids, then
we’ve got some great news for you. These people are really into
Christmas – and their wallets get a real workout in the silly season.
Not only do they spend more at Christmas but they’re prepared to
let their hair down and get into the festive spirit.
It seems that having kids can really get people excited about
Christmas.
This report is filtered by FEMALES living in regional markets
and sample is sourced from the Hit regional database.
3. 33
F A M I L I E S
C O U P L E S
S I N G L E S
Source:SCAResearch,PostXmasStudyJanuary2017,Couldyoupleasetellusifyouagreeordisagreewiththe
followingstatementsaboutChristmas:RegionalFemalesN=1310FemaleFamiliesN=415FemaleCouplesN=454
FemaleSinglesN=318;January2016,MetroFemaleFamiliesN=229CouplesN=315SinglesN=218&Thinking
aboutChristmasjustgone(2016),overallwhatsortoffeelingsdoyouhavetowardstheperiod?RegionalFemale
FamiliesN=415.FEMALESONLY
While money was
tight in 2016, I
loosened the purse
strings a bit at
Christmas
Increase from 48% in
metro
While money was
tight in 2016, I
loosened the purse
strings a bit at
Christmas
Decrease from 49%
in metro
While money was
tight in 2016, I
loosened the purse
strings a bit at
Christmas
Same as metro
I spent more than
I intended to this
past Christmas
Increase from
47% in metro
I spent more than
I intended to this
past Christmas
Increase from
40% in metro
I spent more than
I intended to this
past Christmas
Increase from
36% in metro
Families love Christmas time, especially getting to spend quality
time with their kids. They love the break and time to relax.
With that, many families also dread the stress which comes
from organising the family, food, and gifts during this period.
53%
54%
44%
49%
45%
39%
4. 45
Source: SCA Research Post Xmas Study, January 2017, Before Christmas, many people had an idea in mind of how
much they would spend on presents. However, we know it’s hard to stick to a set amount! So – how much did you
intend to spend on Christmas presents and how much did you actually spend? Regional Female Families N=411.
Try as they might to stick to a
budget, mothers spend more than
what they intend to on Christmas
presents each year – and they
spend more than singles and
couples.
So cutting down on spending might
be the intention this Christmas, but
it’s likely they will actually end up
spending more than they planned to.
8%
10%
25%
20% 20%
12%
4%5%
8%
17%
19% 19%
19%
12%
Less than $100 $100-$250 $250-$500 $500-$750 $750-$1,000 $1,000-$2,000 $2,000+
I intend to spend I actually spent
5. 5
Regional mums are big online shoppers – more so than
singles (37%) - however regional females in a couple are
the most likely to buy gifts online (53%).
70% of regional mums will use the internet to research
products and services and almost half of them will shop
online. But it looks like it may be even more popular this
Christmas with 39% of families saying that they will
increase their use of the internet to make purchases online
for the Christmas coming.
Families from regional areas are looking to save a bit of
money by getting the best deal online and also see online
shopping as a fantastic convenience.
Source:SCAResearch,PostXmasStudyJanuary2017,Wheredidyouendupdoingyour
Christmasshopping?RegionalFemaleFamiliesN=411;January2016MetroFemale
FamiliesN=285;&Basedonyourexperienceswithonlineshopping/researchinthepast
year,doyouthinkyouwillincreaseyourusageoftheinternettoenableyoutodoanyofthe
followingnextChristmas?RegionalFemaleFamiliesN=211;January2016MetroFemale
FamiliesN=132;&DidyouusetheinternettoresearchChristmaspurchasespriortogoing
totheshops?RegionalFemaleFamiliesN=411.
almost
Decrease from
42% in metro
6. 6
0%
5%
10%
15%
20%
25%
Before July July August September October November 1st week of
December
2nd week of
December
3rd week of
December
KEY
STARTED TO LOOK
AROUND INSTORE
STARTED MAKING
PURCHASES INSTORE
STARTED TO LOOK
AROUND ONLINE
STARTED MAKING
PURCHASES ONLINE
Source: SCA Research Post Xmas Study, January 2017, And again thinking about Christmas gifts, when did you start LOOKING
for Christmas gifts in 2016 and when did you actually start PURCHASING presents? Regional Female Families N=412.
1 in 4 families will have
started making in store
purchases by October
9. 9
Families are a retailer’s dream at Christmas time. They are the group
more likely to get caught up in the Christmas spirit and spend more; they
start their Christmas shopping earlier and they purchase more gifts than
singles or couples.
They love to shop both in store and online – and will likely increase their
online shopping this Christmas. This presents an outstanding opportunity
for both online and bricks and mortar retailers.
Not only can we deliver powerful sales messages but can encourage call
to action, driving people in store or online this Christmas.
10. 10
The results of this survey are “INDICATIVE” ONLY.
The survey was conducted by Southern Cross Austereo using its
online panel nationally.
The SCA panel is obtained from our radio networks database under
the labels of ‘VIP’ on the Hit Network and ‘The Club’ on the MMM
Network. All members of these databases would be considered
listeners to these stations.
The database contains about 260,000 members. Of these,
approximately 16,000 are a part of our online insights community.
This is split between the Hit VIP database and the Triple M
database.
Members of the Hit VIP Regional database was asked to take part
in the study and over 1,400 people did so. Certain questions asked
for an ‘essay’ or ‘verbatim’ type of response OR brands/words that
first came to mind.
A keyword search was used to sort and rank the responses to
these questions.
The results are an un-weighted sample, but are reflective of the
Southern Cross Austereo Austereo audience. SCA brands
reach approximately 40% of the 10+ population and
approximately 46% of the 25-54 population in the five
metropolitan markets in Australia, suggesting it would be
reasonable to consider these results to be a fair if not fully
balanced representation of the opinions in these marketplaces.
Furthermore, as it is an online survey, the respondents would
also be skewed towards being ‘early adopters’ for technology,
‘trend setters’ in general and likely to be a good early indication
of brand leaders, trend setters and early adopters in general.
These research surveys conducted by Austereo are done so to
provide a general understanding of the opinions, interests and
attitudes of the metropolitan marketplaces only.
U n s p l a s h
S t o c k s n a p
P i x a b a y
