Australians are getting a head start on Christmas shopping this year, with nearly one-in-three surveyed shoppers (29%) saying they are buying gifts earlier than in 2024, according to new research.

The Christmas Gift Buying survey, conducted by the Australian Retailers Association (ARA) and Roy Morgan, shows that 68% of Australian adults – around 15.9 million people – plan to buy gifts this year, down 9% from 2024 as cost-of-living pressures persist.

However, total gift spending is forecast to rise slightly to $12 billion, up $200 million (1.7%), with shoppers spending an average of $757 each, a 7.1% increase on last year.  

Younger Australians aged 18 to 34 are set to spend $3.5 billion on gifts, matched by those aged 35 to 49, who are the biggest individual spenders, averaging $853 each. 

Overall pre-Christmas retail spending for the six weeks from 13 November to Christmas Eve is forecast to reach $72.4 billion, a 4% increase on 2024. This increase is in line with forecasts for the Black Friday-Cyber Monday spending, which are also predicted to rise 4% year-on-year. 

ARA CEO Chris Rodwell says the data points to cautious but resilient consumer behaviour across the peak trading period.  

“Retailers are seeing encouraging signs that Australians are planning ahead and spreading out their Christmas budgets,” he says.

“After a challenging year, early shopping activity is helping to build momentum for the most important season for the sector, where many discretionary retailers making up to two-thirds of their annual profits.”