Modest Growth For Online This Xmas
But on several peak shopping days, including the semi-annual Click Frenzy operation,the online sales should reach more than double normal spending levels, according to the Adobe Digital Index 2013 Online Shopping Forecast.
Adobe bases its estimates on interviews with 400 Australian consumers who said they have plans to buy online in the holiday season. Most turned out to be bargain hunters looking for special deals online.
More than 76pc of Australian online consumers cited lower prices and good deals as the most important reason for shopping online.
Adobe’s A/NZ MD Paul Robson said online shopping is expected to jump significantly from mid-November, especially around Click Frenzy 2013 which will be held on November 19 and 20.
“Adobe is predicting that during Click Frenzy this year we’ll see online purchasing double its normal levels,” he said. But he added: “Adobe is predicting that the biggest online shopping day for Australia will be Green Monday, the second Monday in December, when we expect online sales to increase more than two and a half times usual levels.” He also said that “show-rooming”, the practice of price checking on a mobile phone while physically in a store, is alive and well Down Under.
“Beyond using mobile devices to simply compare prices while in a retail store, 22 percent of Australian online consumers report having shopped online while in a physical store,” said Robson.
He added: “Our data shows that Australians are looking for the best deal, no matter where it is in the world. If an Australian site is offering the best deal then people will buy from it.”