gift flick has recorded year-on-year sales growth of 333% for the month of December, driven largely by last minute Christmas shoppers.

Purchasing behaviour noticeably ramped up mid-month with the steepest daily increase of 78% recorded the day after Australia Post closed its shipping deadlines. In fact, Christmas Day had the highest daily volume of gift flick-powered sales across the month, with 30% of transactions taking place between the 23rd and 25th December.

Aside from the ability to create a hyper-personalised video gifting message for no extra cost, consumers also demonstrated their keenness for gift flick’s digital ‘gift reveal’ feature. 81% of gifts purchased using the platform were physical gifts, rather than the e-gift vouchers, the more typical choice for last minute gift purchases.

This means gifters can purchase physical products that are presented to the recipient as part of the ‘gift story video’. A link to said video is sent to the gifter at the time of purchase to share via text, email or social media at the exact moment they want to share the gift. The actual gift will then arrive through the retailer’s usual postal service.

“Rather than just defaulting to a digital voucher, our shoppers like to show their loved ones they’ve spent time choosing specific items for them,” gift flick co-founder and chief marketing officer, Helen Marsh said.

“We think this has opened up a new purchasing opportunity for our retail partners to leverage. gift flick enables people to shop last minute but demonstrate meaningful sentiment. Our observation is supported by 12 months of data from our retail partners, which shows last-minute consumers are migrating from e-gift vouchers to physical products.

“Our post-purchase survey showed 94% gave gift flick a 4-5 star rating out of 5 and more than 70% of people expect to use gift flick again. We’ll continue working with our retailers to help them communicate the ease and benefit of the platform to customers.”

Country Road brand marketing manager, Charlie Watt said, “The brilliance of gift flick is twofold. The way in which our customers can now quickly and easily send a personalised gift message digitally to their loved ones using the social platform of their choice; and the benefit for our brand of an additional marketing channel to share our latest creative communications directly with customers. The opportunities for one-to-one story telling through gift flick’s gift stories are endless and we’re excited about this new channel. “

All gift flick retail partners can be found at and include Red Balloon, Country Road, Mimco, Kitchen Warehouse, Minimax and Wine Selectors.