Easter bunnies hop online
The number of Australians buying their Easter chocolates online is rising and many will spend an average of $72 online on chocolate and other similar sweet treats, according to research conducted by Australia Post.
The study indicates the new trend of buying more Easter treats online follows Australia’s general increasing interest in online shopping, which has increased 11.5 per cent over the past 12 months.
Ben Franzi, Australia Post general manager for e-commerce, attributed the increase to Australians’ taste for a “sweet deal.”
“Australians love a bargain and love online shopping because of price, choice and convenience – those are the factors that are really driving online purchases this Easter,” he said.
Australia Post’s research involved a survey of 2000 customers, with over a third of respondents saying they would buy an item online this Easter; the main reasons being to avoid crowds (41 per cent), convenience (39 per cent) and to access better prices (38 per cent).
Overall, the Australian online retail market was worth $21.6 billion in the 12 months to December 2016, according to NAB’s Online Retail Sales Index.
“Most Australians shop online locally, with domestic purchases accounting for more than 80 per cent of all online sales,” Franzi said. “We are also seeing more and more of our customers take up our range of delivery options, such as safe-drop, where a customer asks for a parcel to be delivered to a safe spot at their house so they can receive a delivery when they are not at home, or using one of our free 24/7 parcel lockers.”
Australia’s oldest family-owned chocolate maker, Haigh’s Chocolates, has experienced steady sales growth since it opened its online store in October 2014. Haigh’s spokesperson Fiona Krawczyk said online sales usually peak one week before Good Friday, a couple of days before the instore sales spike.
“Interestingly Queensland, where we do not have a physical store, has become our third largest online market,” Krawczyk said. “Australia Post’s Express Post service helps us deliver all of our Easter orders to every corner of our country, ensuring that Australians have a great Easter and their Haigh’s chocolates.”
Krawczyk said this year they will use over 75 tonne of chocolate to create their Easter range and will sell over 4.5 million Easter eggs of all sizes and 50 000 Easter Bilbies.
Australians will also spend on average more than $90 each on other types of gifts this Easter, such as books, fashion items and homewares, the research showed.
Access exclusive analysis, locked news and reports with Inside Retail Weekly. Subscribe today and get our premium print publication delivered to your door every week.
Inside Retail Polls
Taco Bell made a creative debut in Melbourne this week, treating customers to a world-first "tram-thru". #retail12 hours ago