Brands set to lose out to bargains this Christmas

Brands will need to work hard to nab shoppers this festive season as new research reveals consumers are looking for bargains and incentives.

The 2023 Holiday Advertiser's Guide by inMobi and Glance revealed that 62% of Australian and New Zealand shoppers were seeking incentives to make purchases - up from 51% in 2022.

Most shoppers (64%) will purchase across online and offline channels - up significantly from last year’s 44% - with mobile the most preferred channel. Nearly three-quarters (70%)  of consumers prefer the convenience of ordering via mobile, 56% like easy payments and 45% are driven by app-only discounts.

While 64% of consumers plan to browse on a mobile device just 38% plan to purchase via mobile with 50% preferring to visit a bricks and mortar store to make their final purchase.

Despite the popularity of mobile and online channels, half of all shoppers (51%) still prefer to go instore for groceries.

The research highlights the impact of the rising cost of living conditions on consumer shopping behaviours, however, despite the challenges the majority (65%) still plan to maintain or increase their budgets.

Nearly half (47%) of all consumers plan to spend up to $650, while 39% plan to spend between $650 and $1,200 and 14% plan to spend more than $1,200.

Jaclyn Hadida, country manager – ANZ InMobi said the research showcased the need for brands and retailers to "ensure they are present at all touch points of the shopping journey. This means understanding their online and offline behaviour to drive engagement and utility at the moments that matter to them."

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Top image: Jaclyn Hadida