SA Christmas gifting habits revealed

2013-12-09 11:45
FNB has rebuilt its online banking platform to improve user functionality. (Duncan Alfreds, News24, file)

FNB has rebuilt its online banking platform to improve user functionality. (Duncan Alfreds, News24, file)

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Cape Town - An online survey has found that South Africans are going to spend this holiday season, despite a tough economy.

The survey conducted by First National Bank's eBucks division found that South Africans are generous shoppers as 43.2% intended to buy between five and eight gifts.

"With the challenging economic conditions, we expect South Africans will manage their Festive budget carefully by purchasing a number of smaller, more meaningful gifts for extended family and friends, and then splashing out a bit on one more expensive item for their spouse or significant other," said Jolandé Duvenage, CEO of eBucks Rewards.

The survey revealed that South Africans are an eclectic mix of shoppers with extremes of 1.5% not intending at all to buy gifts for children to 0.8% intending to spend in excess of R5 000 on the little ones.

Nearly 10% of shoppers said that they buy gifts online, indicating that the medium, though young, was becoming acceptable to early adopters.

Traditional stores

"Right now we speak of it [e-commerce] as if it's something special or something new. As it continues its compound growth which will continue in high double digits for many years... it will just become the normal way of doing business," FNB CEO Michael Jordaan told News24.

Some estimate that e-commerce transactions are growing at 12.95% a year and as more people adopt smartphone technology and data costs decline, it is expected that the growth rate will escalate.

"We'll probably look back at those antiquated old days when you had to physically go and buy things and that will suddenly become the quaint thing," Jordaan added.

Traditional stores will remain relevant, although their function will evolve as more consumers transact online.

"We will never lose traditional stores but their function will change. In the US stores can no longer just be a place to hold products. The web can do that a lot better with more choice, convenience and information. To compete, they now focus on providing an exceptional physical experience that you can't get online," said Matthew Goslett, technical director of Citymob.

The majority though, intended spending under R1 000 on children's gifts and around 51% are conscientious in ensuring that all Christmas shopping is done at least three weeks before the event.

The survey was conducted on News24 among 2 588 online South Africans and as an indicator perhaps of the demographic, the most popular gift wished for this year was some kind of gadget (43.3%).

Here are the survey results:

How many gifts will you be buying this Festive season?
43.2%    Between 5 and 8
37.2%    Between 2 and 4
17.8%    9 or more
1.9%    Just one

Where do you shop for gifts over the Festive season?
48.3%    A combination of both online shopping and real life shops
41.1%    In shops – I like touching and seeing the gift before I purchase it
9.5%    Online – saves me time, and I get to avoid the crowds
1.2%    I like to make all the gifts myself
        
How much do you normally spend on gifts during the Festive season?
28.2%    R1 000 or more
27.5%    R250 – R500
20.0%    R1 – R250
13.0%    R750 – R1 000
11.2%    R500 – R750
    
How much will you spend on each child this Festive season?
39.8%    R1 – R500
35.1%    R500 – R1 000
19.9%    R1,000 – R3 000
3.1%    R3 000 – R5 000
1.5%    R0 – I don’t buy Christmas gifts for my child/children
0.8%    R5 000 or more

If you are a man in a relationship, how much do you normally spend on a Christmas gift or treat for your better half?
36.9%    R1 000 or more
22.8%    R750 – R1 000
20.4%    R500 – R750
18.5%    R250 – R500
1.4%    R0 – I don’t buy Christmas gifts for my significant other
    
If you are a woman in a relationship, how much do you normally spend on a Christmas gift or for your other half?
26.7%    R250 – R500
24.0%    R1 000 or more
21.4%    R500 – R750
22.0%    R750 – R1 000
5.9%    R0 – I don’t buy Christmas gifts for my significant other
    
When do you do your Festive shopping?
51.1%    Three weeks before Christmas
38.1%    I usually start in November to beat the rush
5.5%    Christmas Eve
5.1%    Mine is already done, as I collect gifts throughout the year
0.2%    On Christmas Day itself
    
What type of present do you wish to receive this year?
43.4%    Gadget
14.6%    Cash or a retail voucher
6.1%    Jewellery
5.2%    Fitness or sporting equipment
5.1%    Clothing
5.0%    Perfume or aftershave
4.2%    Appliance
3.2%    Books
2.2%    None of the above
2.1%    Entertainment (concert tickets, theatre tickets, etc)
1.8%    A voucher for an adrenalin activity
1.6%    CDs or DVDs
5.6%    Other


- Follow Duncan on Twitter

Read more on:    fnb  |  e-commerce
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