5 ways brands can “sleigh” this festive season
Our exclusive research uncovers pivotal trends in how consumers will celebrate, shop, and engage across the seasonal period, and how your brand can leverage these insights to better connect with Aussies this Christmas.
Emphasise value and smart investment to drive cut-through and help consumers feel good about their purchases
Claimed gift spending is down
15%
Most intend to spend less than
$500
on gifts
46%
of purchases are influenced by sales/ discounts
Broaden targeting to include
alternative celebrations
36%
of Aussies will celebrate with friends
40%
of women are planning a ‘friends-mas’
Tailor messaging for self-gifting and distinct, ritualised occasions
Secret Santa intent has
Doubled
14%
of Aussies intend to self-gift
Support planned purchases with early deals whilst building sustained demand
Recipient desire:
70%
significantly outweighs sentimentality: 18%
Main gifts are
Twice as likely
to be budgeted
24%
of gifts are purchased by the end of October
Connect with Aussies through Christmas traditions and content that evokes comfort
49%
of Aussies miss how Christmas felt when they were younger
40%
want to focus less on material goods and more on shared experiences
74%
love Christmas content
Source: NINE Consumer Pulse June 2025 n= 995
The great Christmas contradiction continues: What your customers won’t admit about Christmas (but their wallets will)
For brands, the lucrative truth of Christmas marketing lies in the massive gap between what Aussies say they want, and what their spending behaviour reveals. Lisa Day, Director of Powered, unpacks our festive findings for brands, and breaks down the critical actions to deliver cut-through this Christmas in Mi3's Market Voice.
Want to see more research from Powered?
Discover how Nine can help better connect your brand with Aussies this Christmas.
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