Australian shoppers expect more bang for their buck

The number of Australian shoppers reading catalogues to find promotions and secure deals has increased to 68%, up five percentage points from 2021, according to new research from ShopFully and Nielsen Media Analytics.

The commissioned study highlights that shoppers are taking the time to plan shopping trips, with over half (57%) stating internet search is their top source of information, closely followed by digital catalogues (46%). 

Catalogues are a must-have for retailers looking to drive customers into store, with 45% of readers using them to plan and organise shopping lists ahead of time, and 44% doing so down to the specific store they intend to visit. 

ShopFully country manager of Australia, Dean Vocisano said the research shows a changing consumer demand that favours time and money put back into the pockets of Australian families. 

“Australians are feeling the pinch after another turbulent year. Our research reveals they’re warier than ever in their spending habits and are taking the time to meticulously plan their shopping lists to streamline purchasing and alleviate increased financial stresses,” he said.

“Here, catalogues continue to be a go-to for three-quarters (75%) of the nation when they’re deciding what to purchase, with readers spending 8.3 minutes per week browsing retailers’ specials. Interestingly, Gen Z and Millennials are turning to digital catalogues the most, reading them 2.8 and 2.6 times per week respectively, which dispels any generational stereotypes about consumption and perhaps reflects just how much they’re feeling the effects of the rising cost of living.” 

The shift towards digital catalogue consumption has continued year on year, with 44% of Australian consumers who use digital catalogues reporting an increase in their readership, and two in three (66%) people perusing them at least once a week. Almost nine in ten (87%) who increased their digital catalogue usage plan to continue reading them moving forward. 

Australian consumers are spending 15% more time reading digital catalogues over printed formats—a statistic set to continue rising as 44% of paper catalogue readers report a decrease in usage. Consumers who made the switch from paper identified convenience (48%) and environmental friendliness (42%) as their top reasons for preferring digital formats. 

Linda J. Picard

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