Horizon Research - Christmas Shopping Forecast 2012

27 November 2012
Media release

Horizon Research - Christmas Shopping Forecast 2012

More than 1.6 million New Zealand adults will go Christmas shopping in December.

1.308 million will do their present shopping in December right up to Christmas Eve. They will be joined by another 311,000 who say they’re going to leave present buying until the last few days before Christmas.

According to a new survey by Horizon Research, the adult shoppers will personally spend an average of $438 each on presents this year, a total of $1.433 billion.

However, 24.4%, or 798,000 of the country’s 3.27 million adults say they will be seriously cutting back on Christmas spending this year.

Another 5% or 164,000 say their families can’t afford Christmas this year. So a total of 39% of adults say they’re cutting back on or skipping Christmas spending this year, which might not be good news for retailers.

Some 10.1% say they won’t spend anything extra on Christmas, while 1.7% (56,000 adults) says they’ll be spending more.

Most (20.7%) say their income will cover the spending, 13.1% have been putting a little away throughout the year to pay for it, while 9.6% will pay for Christmas on their credit cards, 6.3% will dip into savings and 0.9% will go to money lenders.

There will be partly or mostly empty stockings for thousands who know bargain hunters: 5.3% of adults, or 173,300 people, are going to leave some or all of their Christmas present buying until the post-Christmas sales:

• 2.3% will leave some of their Christmas present buying until Boxing Day or New Year sales and
• 3% will leave most of it until then.

When do you do most of your Christmas shopping?
No. people 18+ years
A. 3 months or more before Christmas
14.7% 481,000
B. 1 to 2 months before Christmas
22.5% 736,000
C. In December, right up to Christmas Eve
40.0% 1,308,000
D. In the last few days before Christmas
9.5% 311,000
E. I leave some of it until the Boxing Day or New Years' sales
2.3% 75,000
F. I leave most of it until Boxing Day or New Years' sales
3.0% 98,000
G. Something else (please tell us what that is)
7.8% 255,000

Which one of the following statements about preparing for this Christmas/festive season applies most to you?
No. people
18+ years
A. I will be seriously cutting back on Christmas spending this year
24.4% 798,000
B. I have been putting a little away throughout the year so I should be OK
13.1% 428,000 428
C. My income will cover it
20.7% 677,000
D. I will have to dip into my savings
6.3% 206,000
E. I will use my credit card
9.6% 314,000
F. My family cannot afford the expense of Christmas this year
5.0% 164,000
G. I will have to borrow from money lenders
0.9% 29,000
H. I won't spend anything extra on Christmas
10.1% 330,000
I. I will be spending more on Christmas this year than last year
1.7% 56,000
J. None of these
8.2% 268,000

How much do you personally expect to spend in total on presents for your family and friends this Christmas/festive season?
No. people 18+ years
A. $0 to $50
6.8% 222,000
B. $51 to $100
7.1% 232,000
C. $101 to $200
13.0% 425,000
D. $201 to $350
13.3% 435,000
E. $351 to $500
15.4% 504,000
F. $501 to $750
8.6% 281,000
G. $751 to $1000
8.6% 281,000
H. $1001 to $1500
6.0% 196,000
I. $1501 to $2000
1.7% 56,000
J. $2001 to $3000
0.3% 10,000
K. More than $3000
0.2% 7,000
L. I'm not sure
14.0% 458,000
M. I won't be spending anything
5.0% 164,000

AVERAGE SPEND $438.14

When do you do most of your Christmas shopping?

No. people 18+ years
A. 3 months or more before Christmas
14.7% 481,000
B. 1 to 2 months before Christmas
22.5% 736,000
C. In December, right up to Christmas Eve
40.0% 1,308,000
D. In the last few days before Christmas
11% 311,000
E. I leave some of it until the Boxing Day or New Years' sales
2.2% 75,000
F. I leave most of it until Boxing Day or New Years' sales
2.9% 98,000
G. Something else (please tell us what that is)
8.3% 255,000

The HorizonPoll survey of 1742 respondents aged 18+ was conducted nationwide between November 23 and 26.

Weighted by age, gender, region, ethnicity, education level, region and party vote 2011, to represent the New Zealand adult population at the 2006 census and last general election, the survey has a maximum margin of error of +/-2.3%
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