Nearly 3 in ten Australians shop earlier for Christmas this year

Younger adults drive higher average spend despite fewer gift buyers.

Nearly three in ten Australian shoppers (29%) began Christmas gift shopping earlier in 2025 than in 2024, according to research from the Australian Retailers Association (ARA) and Roy Morgan. 

The survey also found fewer adults plan to purchase gifts this year, totalling around 15.9 million people, 9% down compared to last year.

Despite this, total gift spending is forecast to reach $12b, rising $200m or 1.7% year on year (YoY). Average spend per shopper is projected at $757, a 7.1% increase from 2024. 

Australians aged 18 to 34 are expected to spend $3.5b, matching the contribution from those aged 35 to 49, who will average $853 per person.

Overall pre-Christmas retail spending for the six weeks from 13 November to Christmas Eve is expected to total $72.4b, representing a 4% increase from 2024. The projection aligns with forecasts that Black Friday and Cyber Monday spending will also rise 4% year on year.

Online activity remains subdued, with 22% of consumers making more purchases online than a year earlier, less than half the level in 2021.