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When are they buying?

Kiwis are not only spending more online, we are shopping more frequently with 44% of online shoppers purchasing more than once a month. If we drill down to the day by day, weekdays – particularly Tuesdays – are when shoppers’ fingers are doing the most clicking.

Online purchases remain fairly stable throughout the year until October when transactions and spend start to ramp up dramatically. In Q4, transactions increase 25% domestically and 10% internationally. This surge in domestic shopping is a clear opportunity for New Zealand retailers to target more.

Earlier shopping doesn’t mean people are simply moving their holiday shopping forward, there’s incremental online growth right through to the end of the year.

This rise in Q4 spend is, of course, dramatised by a spike on Black Friday and Cyber Monday which follow American Thanksgiving. In 2018 these two days produced online sales in excess of Boxing Day. According to Paymark, spending at the core non-food retail shops on Black Friday was $69.7 million – up a staggering 20.3% on 2017.1

1. Source: Payments 2018, A Year in Review – New Zealand data and international trends, January 2019

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Did You Know?

Online special events are gaining traction with a third of New Zealanders participating in Black Friday, Cyber Monday or Singles Day in 2018. These events are creating incremental spend with 44% of shoppers saying they purchased more than they normally would, while a further 19% said they “stocked up”.

Source: NZ Online Shopper Survey 2018


Note: Singles day is 11th November. Black Friday is the fourth Friday in November and Cyber Monday is the Monday that follows.

With 35% of Kiwis saying they were looking to purchase something on Black Friday, and 47% of those intending to shop online, these events are too big to be ignored. Is your marketing plan aligned with this trend?

Source: PriceSpy Kiwi Shopper Intentions 2018

The learning here is Black Friday and Cyber Monday need to be built into marketing plans and given even more weighting than Boxing Day. These shopping events are here to stay and can provide a great opportunity for e-tailers to capitalise on pre-Christmas sales.

Another online shopping event that falls into this busy quarter is Singles Day, or 11.11 as it’s known in China, where it originated. While New Zealand online retailers largely target the Chinese Mainland market, there’s a growing domestic market, too.

Q4 is also the time when Kiwis buy more Clothing & Footwear and Homewares & Electronics from domestic merchants, with a staggering 57% and 38% increase in spending in these sectors over the rest of the year. This online spending continued to be strong right up to mid-December, when international transactions start to tail off. Domestic purchases, on the other hand, continue strong right through to Boxing Day.


Note: Singles day is 11th November. Black Friday is the fourth Friday in November and Cyber Monday is the Monday that follows.

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Did You Know?

Laptops remain the most used device for purchasing (53%) followed by smartphones (43%). Shoppers under age 45 are however twice as likely to be using a smartphone than those over 45. Smartphone shoppers are also more likely to buy from social media. Forty per cent of shoppers use social media and are open (71%) to making purchases directly from Facebook, Instagram and other social channels.

Source: NZ Online Shopper Survey 2018

 

Continue to:   Emerging trends: Buy Now Pay Later

 

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