MEDIA RELEASE: November 12 2021: Coming into Christmas and the end of year sales period, Lightspeed’s recent SpotLight study found that at least 48% of Australians plan on making a purchase during this year’s Black Friday-Cyber Monday sales. Most of these purchases are likely to be made online, with 55% of shoppers stating that they would only shop the Black Friday-Cyber Monday sales online.
During these sales, consumers are looking to purchase items from a range of categories, with the categories differing by gender. The study found that females are more likely to shop these sales for ‘clothes, footwear and personal accessories’ and ‘personal care and beauty items’. Meanwhile, males are more likely to shop these sales for ‘personal electronics’ and ‘household electronics and appliances’.
However, while consumers are interested in purchasing items from a range of categories, the preference to shop the Black Friday-Cyber Monday sales online is uniform. This preference is partly driven by the shopping habits consumers pivoted towards in the last 18 months. When New South Wales, Victoria and ACT residents were asked how COVID-19 restrictions had impacted their online purchasing frequency, 65% said they were shopping online more often. Additionally, when asked how their online shopping frequency would change with restrictions easing, only 33% said that they would purchase fewer items online. This trend was evident across the rest of Australia, with 34% of residents in the other states stating that their online shopping frequency had increased since the last lockdown in their state.
While COVID-19 restrictions pushed consumers towards shopping online, Andy Hutton, General Manager at Lightspeed AUNZ believes that “consumers will continue to shop online because it’s convenient”. According to SpotLight, 70% of consumers said that they liked the convenience of online shopping. The other benefits consumers like about online shopping are also tied to convenience, with these attributes being easy price comparisons (56%) and no crowds (48%). Andy Hutton also believes that free delivery and same day/next day delivery are offerings that customers appreciate and factor into their decision-making process.
Other findings from Lightspeed’s Spotlight study include:
- Over the last three months, 33% of Australians made an average of 4 or more online purchases a month
- 86% of these customers stated that their online purchasing frequency had increased because of COVID-19 restrictions
- Even though COVID-19 restrictions are lifting in New South Wales, Victoria and ACT, 65% of consumers residing in these states who shop 4 or more times online a month plan to maintain or increase how many items they buy online
- When lockdown measures restricted in-store shopping, most consumers said that they missed ‘physically inspecting items before purchasing’ and ‘obtaining the item immediately’
- End of Financial Year sales and Boxing Day sales are the most preferred sales events during the year.
About the study
2,000 permission-based respondents from Lightspeed’s Panel were interviewed between the 2nd and 4th of November 2021.