Supply concerns push many Kiwis to do Christmas shopping early

Kiwis have got their Christmas shopping done early this year in fear of missing out.

Jacqui Dixon, owner of Auckland business Sabato, said with just one month until Christmas Day, most of her customers had got their gifts sorted all ready.

‘‘We are extremely busy,’’ she said. ‘‘We’ve had a lot of clients tell us they’re getting organised early this year, they don’t really know what’s going to happen. Nobody quite trusts that everything will go well.’’

The online store has also been popular, while customers seemed to be buying the more expensive and luxurious products this year, she said. ‘‘It’s gratifyingly busy.’’

Research from the latest MYOB Consumer Snapshot – a survey of more than 1000 New Zealand consumers – found that 79 per cent of Kiwis are concerned about Covid-19 affecting their Christmas and New Year plans this year.

From shopping earlier than normal, being wary of supply concerns and worrying about moving restrictions, to avoiding crowds – many consumers were also changing the way they shopped for Christmas as a result.

Just under 30 per cent said they planned to start their Christmas shopping earlier than they did last year.

But just over half said they would start spending at the same time as usual.

‘‘Supply concerns are top of mind for both consumers and retailers, so it’s not surprising that some consumers are planning to shop early to make sure they don’t miss out on their desired Christmas gifts,’’ Jo Tozer, head of customer services at MYOB, said.

‘‘However, it’s interesting to see that the community spread of the Delta variant may be changing how people shop – with a number of consumers shopping early specifically to avoid crowds. This is also having a ripple effect on where they plan to shop.’’

Trade Me’s annual Christmas survey of 1500 New Zealanders found 24 per cent said they would be doing their Christmas shopping as early as October, while 51 per cent said they would be wrapped and ready come December 1.

Consumers rushed out early to get their loved ones gifts this Christmas with concerns about international stock shortages.

‘‘With global supply chain challenges as a result of the pandemic, there are going to be shortages across the board this silly season, so Kiwis are getting in early to avoid missing out,’’ Trade Me spokeswoman Sarah O’Leary said.

Consumers are also splurging this Christmas, with 68 per cent planning to spend between $200 and $1000 this Christmas, a 4 per cent increase in the number who planned to spend that much when compared with 2020.

‘‘Another 13 per cent of us have set aside more than $1000 for their budget this Christmas,’’ O’Leary said.

For the second year in a row, Canterbury came out on top as the most festive region in the country, with 71 per cent saying they did not mind Christmas shopping.

To sweeten the Christmas shopping process, O’Leary said Northlanders were the most likely to dabble in a bit of self gifting.

‘‘This year, 55 per cent of Northland respondents admitted to popping an extra gift in their shopping cart for themselves,’’ she said.

Looking at the country as a whole, O’Leary said half of New Zealanders bought themselves something when they were shopping for others. ‘‘The least likely region to indulge was Manawatu¯ , where just 36 per cent of respondents said they give themself a gift.’’