Digital Catalogues Drive Australia's Festive Shopping Plans, but 60% Still Prefer In-Store Purchases

Australian consumers are increasingly turning to digital platforms to discover festive deals and plan their Christmas shopping, but physical stores remain central to the purchasing journey. New research from Shopfully finds that 60% of Australians prefer buying holiday gifts in-store, highlighting the continued importance of connecting digital discovery with physical retail experiences.

The survey, conducted in October 2026, found that 33% of consumers shop equally online and in-store, while just 7% prefer purchasing holiday gifts online. The findings suggest that digital channels are influencing purchase decisions well before shoppers enter a store, even as in-store retail remains the preferred destination for completing purchases.

Digital catalogues and leaflet platforms emerged as the leading sources of festive deals and gift inspiration, cited by 34% of respondents. Brand and retailer websites, apps and marketplaces followed at 29%, while printed catalogues and leaflets accounted for 28%. Browsing in-store was cited by 24%, and social media by 12%.

The results highlight the growing role of digital discovery platforms in influencing consumer purchasing decisions, particularly during the competitive festive retail period.

“Shoppers are doing their homework digitally, then heading to the store to buy,” said Brendan Straw, Country Manager, Shopfully Australia. He noted that retailers need to ensure their promotions are visible while consumers are researching and planning their purchases.

Black Friday Becomes a Starting Point for Christmas Shopping

Black Friday is increasingly influencing when Australians begin their Christmas shopping. According to the research, 33% of respondents identify as "Deal Hunters", treating Black Friday as their starting point for Christmas purchases. This represents the largest shopper segment identified in the survey.

Another 23% classify themselves as "Planners", beginning their shopping by October, while 9% identify as last-minute shoppers who rarely start before mid-December.

The research also found that consumers are delaying selected purchases in anticipation of festive discounts. Among respondents who answered this question, 38% said they had postponed buying food and beverages, hoping for seasonal promotions. Clothing, shoes and accessories followed at 31%, while children's products and toys and home goods each accounted for 26%.

Despite the importance of Black Friday promotions, Christmas remains the larger spending occasion for many households. Among respondents who answered the budget question, 44% plan to spend at least $300 on Christmas shopping, including 26% expecting to spend more than $500. By comparison, 23% plan to spend $300 or more during Black Friday.

A further 26% reported having no fixed Christmas budget, reflecting differences in how consumers approach festive spending.

Straw said the growing number of shoppers using Black Friday as their starting point for Christmas shopping makes early promotional visibility increasingly important for retailers.

AI Emerges as a Tool for Finding Better Deals

Artificial intelligence is also becoming part of the festive shopping journey, although consumers appear more interested in using it for price discovery than personalised recommendations.

The survey found that 28% of respondents are already using or considering AI tools to compare prices and identify the best deals. By contrast, just 8% are using or considering AI for personalised gift recommendations.

At the same time, 43% said they prefer to manage holiday shopping tasks themselves.

The findings suggest that AI is gaining traction as a practical shopping assistant, particularly for price comparison and value discovery, while consumers continue to prefer a more personal approach to choosing gifts.

Connecting Digital Discovery with Physical Retail

Shopfully's findings point to three priorities for retailers competing during the 2026 festive season: strengthening visibility across digital discovery channels, launching promotions ahead of Black Friday, and ensuring the in-store experience meets consumer expectations.

As shoppers increasingly research offers online before visiting physical stores, retailers have an opportunity to connect digital marketing with local purchasing behaviour.

The research reinforces a broader shift in retail marketing. Digital platforms are playing an increasingly influential role in shaping consumer decisions, but the physical store continues to hold its position as a critical part of the shopping experience.

For retailers, the challenge is no longer simply attracting online attention. It is turning that attention into store visits and purchases.

About Shopfully

Shopfully is an international technology company specialising in Drive-to-Store marketing, connecting millions of shoppers with local stores. The company partners with more than 500 leading retailers and brands across 25 countries. With a team of over 450 digital retail experts, Shopfully reaches 200 million users globally through its proprietary marketplaces, premium publisher networks and AI-powered solutions.

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Research Methodology

Shopfully surveyed 300 Australian consumers through the Shopfully app in October 2026. Question sample sizes varied depending on respondent participation: deal discovery and AI usage (n=262), budgets (n=242), and delayed purchases (n=188). Questions on deal discovery and AI usage allowed multiple responses, meaning percentages do not total 100%. Figures are rounded.

Source: Shopfully research and company announcement / Hotwire AU