Where and what Kiwi customers are buying this Christmas

  • News
  • November 23, 2015
  • Elly Strang
Where and what Kiwi customers are buying this Christmas
Illustration by Eddie Monotone.

New Zealand is forecasting a good holiday retail season, with a projected increase of 5.2 percent over last year. Over three quarters of Kiwi consumers (77 percent) said they’d be spending the same or more as last year this Christmas.

SAS global retail marketing manager Alan Lipson says most Australian and New Zealand retailers can expect to enjoy a good holiday shopping season this year.

However, he warns competition will be fierce.

“Competition for a share of purse will be keener than ever as consumers increasingly resort to the internet to seek out bargains and compare price,” Lipson says.

The SAS survey, which is conducted with people from Australia, Canada, New Zealand, the UK and the US, found out these five key insights:

• Growth in holiday spending will come primarily from younger shoppers aged 18 and 29.
• Discount stores and online retailers will be the big winners this year, as shoppers’ focus will be on price and bargains.
• Digital continues to be important for holiday shopping, as customers search for gift ideas online, compare prices, and click to buy.
• Seven in 10 shoppers will be buying online this season, but in-store shopping is still the main way to shop for presents, as 80 percent will shop at brick-and-mortar stores.
• Gift cards are the number one item on shoppers’ lists again, edging out toys and games.

The survey says gift cards are now the holiday gift of choice for most people, with stores that offer a broad gift card selection benefiting from this trend.

In terms of where people will be shopping, 66 percent will shop at discount retailers, 41 percent will shop online, 67 percent will shop at department stores, 31 percent will shop at specialty retailers, 28 percent will shop at warehouse retailers, 21 will shop at low-price dollar stores and 30 percent will shop at local boutiques.

Shoppers don’t have a vote of confidence in those buying gifts from them, either. One in four Australians and Kiwis are expecting to return a Christmas present they receive.

SAS found 30 percent of Australians and Kiwis plan to shop locally, beating shoppers from Canada, the UK and the US.

New Zealanders are just as likely as Americans to buy toys and games online, while they aren’t likely to buy jewellery online. They’re also less likely to buy sporting goods online compared to US and UK shoppers.

In light of this, we’ve compiled a few retailers’ top picks for Christmas presents and included a few of our own.

Toyworld’s picks:


  • Bunch o’ Balloons hose attachment.
  • Anything to do with Star Wars and Lego, or both.
  • Nerf guns.
  • An interactive toy unicorn called Starlily by FurReal.

World’s picks:


  • Singlets with slogans on them like “Cowboy butts drive me nuts” and “We sell designer kale”.
  • Taxidermy animals.
  • Claus Porto soaps, hand balms and fragrances.

Mighty Ape’s picks:


  • An inflatable donut for the pool.
  • A Viking drinking horn.
  • A Game of Thrones colouring book.
  • Special mention: This sold out chicken handbag and its pun-laden description.

“Warning, as hensforth this gets eggstremely fowl. Some of it might go huevo-ver your head…

We’re not clucking around, this Henbag is sure to ruffle a few feathers. Feel like you're too cooped up in your fashion cage? Chook your bits inside, pullet over your arm, head outside – and you'll be the hottest chick in town. It's such an eggsellent conversation starter that you'll have to be careful people don't try and poach it from you. Everyone will want to stick their beak in. Headless chickens flocking around you. Walking on eggshells. You have fashion's golden egg after all. You'll be sure to fly up the social pecking order. All the chicken heads will be shell shocked.

We're not going to teach granny how to suck eggs though. That's no yolk. Think outside the boks. The Original Chicken Handbag has a plucking load of uses. Peckish? Fillet with snacks. Break out of your shell and take it on your hen night (don’t chicken out). You’ll suck seed in making an eggstra special entrance. You'll rule the roost. Staying in? Then feather your nest as you enjoy some chick flicks/chick lit. You'll drive people hensane and massively increase your chances of getting laid, even if it's a fledgling romance.

It comes hatched, without giblets, and offers a free range of movement. No battery needed.
The cost is chicken feed really – a poultry £24.99. That's eg­gceptional value, even in this eggonomic climate. Come on, quit your squawking. Don't be a bird brain. You'll be the cock of the walk. There’ll be no reason to cross to the other side of the road when they see your eggsplosion of style.
Not sure it's everything it’s cracked up to be? Omelette you decide, I’ve had an oeuf."

Booksellers NZ’s picks:


  • Bill Bryson’s Road to Little Dribbling.
  • Chelsea Winter’s Homemade Happiness.
  • Randall Munroe’s Thing Explainer.
  • The Walking Dead Pop-Up Book.

The Register’s picks:


​ ​

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