Post-Christmas deal seeking by price-sensitive shoppers saw a boost to web revenues during the week after Christmas, according to the latest data from leading performance marketing solution, Wunderkind.
Wunderkind data, which analysed almost seven million shopping journeys, revealed digital sales from the week of Boxing Day delivered a significant increase to web revenues, rising 29% compared to the week prior.
Australian consumers were tipped to spend $1.25 billion on Boxing Day and $23.9 billion for the entire sales period until 15 January 2024.
Boxing Day accounted for 20% of the week’s web revenue, with the 27th of December accounting for 23%, prompted by ongoing price and promotions sensitivity among shoppers.
Wunderkind Australia country manager, Jamie Hoey said, “With consumers focused on making their budgets work as hard as possible, the data shows many shoppers held off on Boxing Day spending, ensuring they were receiving the best deals available.
“On the flip side, retailers have been walking a fine line between meeting consumer demand for deals, driving stock sell-through, and maintaining margins. To ensure the momentum from this sales boost continues into 2024, retailers must continue to engage these consumers through personalised messaging year-round. Re-engaging lapsed customers – including the ‘one hit wonders’ who purchase once, often during a sale period, and then vanish – is important, and may be a more efficient use of marketing spend.”
Wunderkind research shows over two-thirds (67%) of Australians consider themselves ‘sale-savvy’ and 50% say they only shop when there are active deals or sales. Price now trumps quality as the most important factor to consumers, at 33% and 27% respectively, followed by promotion or price markdowns at 12%.