New data from performance marketing solution provider, Wunderkind, reveals Australians are delaying their Boxing Day spending in search of better deals.

The study, which analysed nearly 7 million shopping journeys, was designed to shed light on the changing shopping habits of Australians during the festive season.

Boxing Day, traditionally one of the biggest shopping days of the year, accounted for 20% of the week's web revenue and rising +29% on the week prior. However, 27 December saw a slight increase, accounting for 23% of the week's revenue. This shift suggests an ongoing sensitivity among shoppers towards price and promotions, the company said.

Wunderkind's research further showed 67% of Australians consider themselves 'sale-savvy', with 50% stating they only shop when there are active deals or sales. This trend points to a consumer base that is increasingly focused on maximising their budgets.

"With consumers focused on making their budgets work as hard as possible, the data shows many shoppers held off on Boxing Day spending, ensuring they were receiving the best deals available," Australian Country Manager at Wunderkind, Jamie Hoey, said.

Australian consumers were expected to spend $1.25bn on Boxing Day and $23.9bn for the entire sales period, which lasts until 15 January. However, the shift in spending habits may impact these projections.

When it comes to purchasing decisions, price now trumps quality as the most important factor to consumers, at 33% compared to 27%. This is followed by promotion or price markdowns at 12%.

Hoey also highlighted the challenges retailers face in this new landscape, noting many have been walking a fine line between meeting consumer demand for deals, driving stock sell-through, and maintaining margins.

To sustain sales momentum into 2024, Wunkerkind recommended retailers should continue to engage consumers through personalised messaging year-round and focus on re-engaging lapsed customers.