Explore Afterpay’s Festive Report for exclusive insights into how shoppers spent last holiday season – and how they’ll approach this year.
Explore Afterpay’s Festive Report for exclusive insights into how shoppers spent last holiday season – and how they’ll approach this year.
If it feels like Christmas comes earlier every year, that’s because it does. The holiday season keeps pulling forward – and it’s reshaping how shoppers spread their budgets. Explore below for what you need to know to help your business succeed, as well as the chance to download our free report on what shoppers are looking for this holiday season.
Be present across the full lead-up to the holidays
It’s official: shoppers are spending throughout the lead up to the holidays. This year, more than a third of Aussie shoppers plan to start festive shopping before November, another third in November, and the rest in December. In New Zealand, even more shoppers are looking ahead, with 40% planning to shop before November, 31% during November and 28% waiting until early-to-mid December.
What does this mean for merchants? You can’t pin all your hopes on a single sale event. Customers are spreading their spend across the season, which means planning a series of offers and promotions to capture them along the way.
TIP: Map out your promotions from September to December to keep your brand top of mind – not just at Black Friday Cyber Monday Weekend, but throughout the entire holiday season.
Shoppers are stressed – and getting strategic.
This year’s holiday season is unfolding against a tough economic backdrop as cost-of-living pressures continue. One in three Australians and Kiwis (36% and 35%, respectively) say they’re stressed about upcoming holiday expenses.
According to Afterpay’s Festive Forecast (Australia’s here, New Zealand’s here), that financial pressure is driving early shopping. Why? More than half (56% - Australia, 52% - New Zealand) want to spread the cost of gifts over time. A similar number (53% - Australia, 52% - New Zealand) want to avoid last minute stress, while 45 per cent of Aussies and 48 per cent of Kiwis are chasing better deals and discounts.
Black Friday means bigger baskets
Strategic shopping isn’t just about timing; it’s about value. Many customers are holding off on big-ticket purchases until Black Friday Cyber Monday (BFCM).
Last year, basket size jumped 11 per cent during the BFCM sales (from $124 to $138.78 per purchase), according to our Lookback Report. This year, nearly half of shoppers (45% - Australia, 48% - New Zealand) say they’ll wait for discounts on expensive items. And it’s not just budget-conscious buyers; savvy high-spenders are also biding their time until sales hit.
TIP: Use BFCM to spotlight your hero products – especially higher-value items that are wishlist-worthy. Bundle them with add-ons to lift basket size even further.
What type of discount?
Shoppers have big expectations for how to save during the holidays. More than a quarter of Aussies are looking for at least 50 per cent off, and this jumps to nearly a third of Kiwis - 30 per cent.
The upside? The holiday season can be a powerful way to win new customers. Last year, nearly half (49.3%) of all BFCM shoppers spent with a merchant for the first time. So, consider the lifetime value of attracting a new customer when planning your discount.
TIP: Discounts don’t have to be storewide. Target offers to high-demand items to draw customers in – then deliver a standout experience so they return after sales season.
Sleigh the holiday season
For many shoppers, the festive season is also the time they discover new brands. What you do next decides whether they become one-time buyers or long-term loyalists.
Keep the momentum going by emailing personalised offers, spotlighting your bestsellers and staying visible through the season and into the new year.
Because the festive season isn’t just about discounts. It’s about discovery, connection and building an experience to keep customers coming back next month, next year and beyond.
Source: All insights from Festive Forecast: Holiday Insights Unwrapped | 2025 (AU + NZ)
All references to any registered trademarks are the property of their respective owners. Afterpay does not endorse or recommend any one particular supplier and the information provided is for educational purposes only.
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