Holiday shopping habits are shifting in Australia, shaped largely by the growth of digital commerce.
The latest report from Integral Ad Science (IAS) shows that 49% of consumers plan to start shopping before November, with some already beginning as early as August. This early activity highlights how much planning now goes into the festive season and the opportunities it creates for retailers and advertisers.
Alongside timing, budgets are also evolving. According to the report, 73% of consumers expect to either increase or maintain their holiday spending compared with last year. For businesses, this signals a period of strong consumer intent where clarity in messaging can help brands stand out. Ensuring that updates about promotions, stock availability, and delivery timelines are well-communicated will be critical in converting that intent into sales.
Online shopping continues to dominate, with 60% of Australians planning to do more of it this season. Mobile devices are expected to lead the way, cementing their role as the go-to platform for browsing and purchasing. This shift requires advertisers to design campaigns optimised for smaller screens, balancing accessibility with clear and concise product information.
Consumers are also diversifying the digital channels they use. E-commerce sites remain central, but social media, video platforms, and local business websites are becoming increasingly influential in purchase decisions. This creates multiple touchpoints for retailers to reach audiences, making consistency in tone and trustworthiness across platforms more important than ever.
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Technology is further shaping behaviour, with 56% of Australians open to using AI tools to assist in their shopping. While only 12% currently plan to use AI for product research this season, the trend points towards growing adoption in the years ahead. For communicators, this demonstrates the importance of staying adaptive and presenting information in formats that complement emerging tools.
The study also sheds light on how consumers perceive online advertising. Nearly half (43%) find digital ads useful in planning both online and in-store shopping. Moreover, 37% believe these ads save time, and 33% say they reduce stress when searching for products. Relevance is particularly valued, with 69% agreeing that ads help them discover products and promotions more easily.
Context and safety also matter. The report notes that 45% of Australians prefer ads on reputable sites, while 39% favour ads that are relevant to the content they are viewing. Personalisation is another driver, with 38% appreciating ads that recommend products based on past purchases.
For advertisers, the message is clear: holiday communication must be timely, transparent, and strategically placed. With consumers eager to spend and explore, brands that deliver engaging and trustworthy updates stand the best chance of being remembered this festive season.
