Based on 2014 pre-Christmas sales predictions prepared by the Australian Retailers Association (ARA) and research partner Roy Morgan Research, retailers could count on improvements in retail sales over the Christmas period.
ARA Executive Director Russell Zimmerman said in a news release announcing the research findings that Australian shoppers would spend USD45 billion from 15 November until 24 December, representing a 4.3 percent gain on sales during the same period in 2013 (USD43 billion).
“The 4.3 percent growth may result in shoppers starting their Christmas shopping a little earlier this year, rather than leaving it until late December. However, we also know that the week before Christmas will remain the busiest time for pre-Christmas shopping, and therefore the most profitable time for retailers," he said.
The ARA/Roy Morgan figures show that the the hospitality, food and household goods categories to experience higher levels of growth this Christmas than apparel. The research partners said this comes as no surprise as department stores and clothing, footwear and personal accessories usually rely on last minute Christmas promotions for any significant growth in sales during the festive season.
“Looking at the states and territories, the ARA is pleased that all are expected to see growth of between 1.2 percent (WA) and 6.1 percent (NSW), apart from the ACT which may experience a slight decline in sales of -0.4 percent," Zimmerman continued.