Afterpay Reveals Two-Thirds Of Aussies Plan To Get Their Festive Shopping Done Before December

Afterpay has unveiled its annual Festive Forecast and Festive Lookback reports, spotlighting how Australians shopped in 2024 and revealing the strategic shifts retailers need to understand to capitalise on 2025’s evolving consumer behaviour.

New research shows that changing economic conditions are influencing how Australians approach the festive season. The Festive Forecast Report reveals that over one in three (36 per cent) are stressed about festive costs, with 44 per cent planning to spend less than they did last year and 55 per cent keeping their budgets under $750.

Shoppers are moving earlier than ever, with 43 per cent planning to start their holiday shopping ahead of last year and 67 per cent making the bulk of their purchases between September and November. Key drivers include spreading costs (56 per cent), avoiding last-minute stress (53 per cent), and securing better discounts (45 per cent). Black Friday and Cyber Monday remain critical, with November 29 emerging as the biggest shopping day of 2024.

Sales and value dominate decision-making, with 45 per cent holding out for discounts on big-ticket items and 27 per cent expecting at least half off from retailers. Self-gifting is also on the rise, with 47 per cent planning to buy for themselves and 72 per cent likely to purchase self-care products this season.

For retailers, BNPL continues to play a vital role. 94 per cent of merchants offering BNPL say it’s vital to success during peak season, while at least 40 per cent of shoppers plan to use it this season.

“This year’s shopper is more intentional, more value-driven, and shopping earlier than ever,” said Katrina Konstas, country manager for Afterpay ANZ.

“Australians are planning ahead to stretch their budgets further – spreading costs over more months, seeking out sales, and expecting retailers to deliver both value and convenience. For retailers, this presents a clear opportunity: those who adapt to early shopping patterns, optimise for mobile-first experiences, and offer payment flexibility will capture a disproportionate share of the growing holiday market.

“With 3.49 million customers already choosing Afterpay during last year’s holiday season, the message is clear: prepare early, lean into sales moments, and make flexibility a priority to capture today’s savvy festive shopper.”

Key findings from the 2024 holiday season

• Record Usage of Afterpay: 3.49 million Aussies and Kiwis used Afterpay to make purchases during the holiday season, averaging 267 orders per minute and resulting in $5.94 billion total spend.
• Black Friday and Cyber Monday Dominate: Nearly 40 per cent of Afterpay holiday shoppers spent big during BFCM, with 29 November crowned the biggest day to shop.
• New Brand Discovery: 88 per cent of holiday customers shopped with a business they had never purchased from before.
• Mobile Momentum: Online spending hit weekly highs every Thursday, with daytime shopping (9am–6pm) proving most popular.
• Supporting Small Business: Two in three Afterpay shoppers made a purchase from a small business during the festive season.
• Younger Generations Lead the Charge: Millennials and Gen Z accounted for 72 per cent of Afterpay’s holiday shoppers, with Millennials and Gen X recording the highest average spend.

Consumer sentiments for the 2025 festive season

• Feeling the pinch: 55 per cent plan to spend less than $750 on gifts, while 30 per cent will give fewer presents compared to last year.
• Early Bird Behaviour: 43 per cent of Australians plan to start shopping earlier this year, with 67 per cent making the bulk of purchases between September and November. Key reasons include spreading costs (56 per cent), avoiding last-minute stress (53 per cent), and chasing better discounts (45 per cent).
• Sales-Driven Shoppers: 45 per cent won’t make big-ticket purchases until discounts drop, with 27 per cent expecting at least 50 per cent off in sales. Among high spenders, 61 per cent will hold out for major deals.
• Self-Gifting & Self-Care: 47 per cent plan to buy gifts for themselves this year, and 72 per cent say they’re likely to purchase self-care products – a category that continues to rise year-on-year.
• Omnichannel Approach: 61 per cent will shop both in-store and online, while only 14 per cent plan to shop exclusively online.
• BNPL Popularity: 94 per cent of businesses offering BNPL say it’s vital to success during peak season. Shoppers agree: at least 40 per cent are somewhat likely to use BNPL this festive season, climbing to 48 per cent among those under financial stress. Top reasons include convenience (65 per cent), reliability (58 per cent), speed (55 per cent), and flexibility (54 per cent).

Preparing for Peak Season: Retailer Readiness Checklist

Afterpay advises retailers to prepare strategically for the shifted shopping timeline and evolving consumer expectations. With shoppers buying earlier, expecting flexibility, and discovering new brands at record rates, a proactive approach is essential.

• Launch campaigns early: Go live by early September to capture the 67 per cent of shoppers completing holiday purchases between September and November.
• Optimise for mobile: Ensure seamless mobile checkout experiences to manage peak demand, which averaged 267 orders per minute during the 2024 holiday season.
• Offer flexible payments: Integrate Buy Now, Pay Later (BNPL) options to appeal to the 88 per cent of customers seeking new brand experiences and the 40 per cent planning to use flexible payment methods.
• Plan for Black Friday/Cyber Monday: Stock and promote strategically – nearly 45 per cent of holiday shoppers make major purchases during BFCM.
• Go omnichannel: Create a connected experience across online and in-store channels to serve the 61 per cent of shoppers who engage in both.

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