Getting into the Online Spending Spirit

Getting into the Online Spending Spirit


There’s no mistaking this time of year. Lighter evenings, plans for the beach and the bach and decorated Christmas trees adorning the streets. New Zealanders across the country gear up for festive gatherings among friends and family, and plenty of shopping.

Gaining traction in the shopping realm is consumers’ use of digital channels. 

Last year over half of all online shoppers (51%) purchased Christmas related items digitally. This Christmas it’s expected that a record 1.1 million people will be purchasing festive season items via the internet.

Clothing, books and toys are the most popular gifts online. During the 2015 Christmas period clothing purchased was at an all time high of 34%. 

Buying books was the number two category for online Christmas shopping – up three percentage points year on year and surpassing toys.

2015 also saw a greater interest in the purchase of DVD/movies (not downloaded) and fitness/sporting equipment as online gifts for family and friends.

The Christmas boost enhances e-commerce’s steady growth. Consumers love the convenience of shopping online, taking away some of the stress such as parking and crowds – if they order in time! 

To stand out from the crowd online retailers need to put themselves in their shoppers’ shoes. Fast tracking the consumers’ experiences on their mobiles and allaying delivery concerns means online retailers could enjoy further growth over the festive season as well as in the new year.


Nielsen’s E-Commerce Report provides New Zealand’s only in-depth information on the nation’s online retailing. It is an annual measure of e-commerce activity and shopping patterns. The research methodology combines an Online Panel Survey of 1,100 New Zealanders with Nielsen’s Consumer and Media Insights service and Nielsen Online Ratings. The report is now available to purchase online.