Tis the season – clothes, gift cards and alcohol top Santa’s wish list this year

Posted by Pureprofile on December 19, 2017

SYDNEY, 19 December 2017 – Retailers can expect a bumper Christmas shopping season, with 92 per cent of women and 84 per cent of men planning to celebrate Christmas, according to research by global data and insights company Pureprofile.


The top desired gift (aside from money) that women would like to receive is a gift card (34 per cent), followed by clothing (27 per cent), and jewellery and fragrance, both at 24 per cent.

Pureprofile’s research, based on a nationally representative sample of 3,574 adults, found that only 11 per cent of respondents don’t celebrate any religious celebrations during the December holidays.

The insights reveal what is appearing on Santa’s wish list. The top desired gift (aside from money) that women would like to receive is a gift card (34 per cent), followed by clothing (27 per cent), and jewellery and fragrance, both at 24 per cent. Clothing was the top desired gift for men, with 23 per cent asking Santa for a new wardrobe, followed by gift cards (21 per cent), then chocolate & confectionery and alcohol, both at 16 per cent.

People are also planning to buy themselves some treats. In the technology category, the most popular gift respondents considered buying from themselves or someone else is a smartphone (12 per cent), followed by a tablet (9 per cent), fitness tracker (8 per cent), laptop (7 per cent), and video game console (7 per cent). Wireless devices were popular choices – with wireless on-ear headphones, Bluetooth speakers and noise-cancelling headphones nominated by five per cent of respondents.

There was a clear gender distinction in the tech category, with men rating higher than women for most categories. Women only outvoted the men in four categories, including; electric toothbrush, vacuum cleaning robot, polaroid-type camera and tracker tile. Men leapt ahead in their desire for Google Home, a drone, hoverboard and an action camera like a GoPro.

People are getting a head start on their Christmas shopping, with 21 per cent of women saying they began their shopping early, compared to 9 per cent of men. The most popular starting time for women is early November (14 per cent), while men followed the trend in late November (15 per cent).

Pureprofile Managing Director, Kelvin Kirk, said: “With so many options available, it can be difficult to decide what to buy for family and friends during the festive period. It’s interesting to see a distinction between what men and women most desire to receive. Whilst clothing was a universally popular choice, men seemed to covet food and beverage gifts, while women were more interested in grooming products and accessories.

“Another interesting observation came from mining the ages of respondents, with the youngest age bracket of 18-24 being significantly more interested in receiving a holiday than any other age range, along with homewares, which is interesting considering how this generation is struggling getting on the property ladder. From that we’re assuming some well-decorated rentals. Those aged 40 and over were much more likely to check the box “I don’t mind what I receive” than their younger counterparts.”

Australia’s Top 10 wishlist for Santa

Here are the top ten gifts men and women would like to receive in order of popularity:

Christmas Wishlist-541059-edited.png

- ENDS -

For more information please contact:

Lizzie Babarczy, Pureprofile – lizzie@pureprofile.com| 0437 358 571
Sarah Bond, Launch Group – sarahbond@launchgroup.com.au | 02 9492 1041 | 0449 543 181

About Pureprofile (ASX: PPL)
Pureprofile Limited (ASX: PPL) connects brands with empowered consumers across the world by finding, understanding and engaging them through direct-to-consumer technology platforms. The Pureprofile group is now a global leader in data insights, programmatic media, big data, and quantitative research, as well as consumer lead generation through the recently acquired Cohort group. Pureprofile delivers next generation marketing solutions for more than 700 brands, publishers and research groups worldwide.

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