Research from Accenture New Zealand shows that the way retailers handled Covid could determine how Kiwis spend their money this Christmas.
The October survey of 777 New Zealanders has revealed that 50 percent will not shop with retailers who laid off staff or reduced benefits in relation to Covid-19, and instead will use their wallets to reward companies that looked after their staff.
Accenture NZ managing director, Ben Morgan, says 2020 has seen a growing consumer awareness of how retailers treat their staff and customers, particularly during the pandemic.
“Kiwis want workers to be treated fairly and will use their purchasing power to reward, or punish, employers deemed to have acted unreasonably with regards to layoffs or reduced employee benefits.”
He adds that for retailers, this year has been the most challenging. Businesses had to reassess supply chains, establish new ways of connecting with customers, and support their people through uncertainty.
“As we close off 2020, those retailers who were able to pivot their businesses, double down on e-commerce solutions, and work to meet customers’ heightened expectations have positioned themselves well for the future.”
This festive season, Kiwis plan to prioritise shopping with retailers that maintain a safe, hygienic store environment. 58 percent said they want hygiene and safety products available for public use while shopping in store, while 57 percent want visibility of cleaning and sanitation practices.
In terms of location, 60 percent of Kiwis said they would shop in malls for their Christmas gifts, with 18 percent staying away from the malls due to health and hygiene concerns.
This Christmas Kiwis are looking to minimise waste with their gift ideas. Close to two thirds of respondents said that they are open to giving handmade gifts, while 76 percent would be happy to received homemade gifts.
“The trend to conscious consumerism has been very noticeable in recent years. Retailers are increasingly under pressure to better reflect the values of their customers and be seen to act on things like climate change and sustainability,” says Morgan.
67 percent of consumers have said they also plan to shop more consciously for their Christmas food, while 51 percent say they are more likely to make environmentally friendly, sustainable or ethical purchases.