Kiwi Christmas shoppers go traditional

MICHAEL FOREMAN
Last updated 15:16 10/12/2013

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Kiwis are generally keen online shoppers, but when it comes to buying Christmas presents most of us will be heading for local brick and mortar outlets.

That's according to a survey commissioned by credit card company MasterCard, which shows 79 per cent of New Zealanders are planning to buy gifts at traditional shops over the holiday season.

More than half (55 per cent) of the respondents to MasterCard's survey of consumer spending said they shopped online at least once a month. However, only 16 per cent were expecting to head online to buy gifts this Christmas.

Among online shoppers, 10 per cent will be trawling local websites, while 6 per cent will shop on international sites.

"Kiwis in general have really embraced online shopping, however it seems when it comes to buying Christmas gifts, the bulk of shoppers still like to tread the pavements and select gifts in person," MasterCard New Zealand country manager Peter Chisnall said.

"Although many of us will do our best to plan ahead, it may be that for many people the convenience of being able to dash down to the local shops to make those last-minute purchases in those few days before Christmas just can't be beaten," he said.

When making decisions about where to shop, 85 per cent of survey respondents said they were seeking the best price, but quality and convenience were also important to 83 per cent and 73 per cent of respondents respectively.

Having the ability to go back to local retailers if something went wrong was a consideration for 66 per cent of respondents, but customer service was important to only 62 per cent, followed by familiarity and trust with the brand (60 per cent).

Of those surveyed, food and wine (77 per cent), clothing and accessories (65 per cent), and toys and sporting equipment (64 per cent) will be the top gifts being searched for at local stores this Christmas.

Vouchers for services (47 per cent) books, DVDs, and CDs (28 per cent) and technology and electronic goods (22 per cent) are expected to be the gifts most likely to be bought from local online retailers.

Those shopping at overseas online retailers have different priorities, according to the survey. Cosmetics (50 per cent), jewellery and watches (41 per cent) and sportswear (40 per cent) are the Christmas gifts Kiwis are most likely to buy from foreign sites.

However, men are also much more likely to seek out technology and electronic goods from international websites than women (16 per cent versus 6 per cent).

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- Fairfax Media

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