Australians and New Zealanders will spend $10.7 billion in online purchases over the Christmas period, amounting to growth of 12% year on year.
This is according to new data from the Adobe Digital Insights 2016 Holiday Shopping Predictions: Europe and Asia Pacific report.
The report predicts a peak on December 13, when ANZ shoppers will spend $236 million online, a 60% increase on a typical day’s spending for the Christmas period.
This amounts to $9.50 spent per internet user across both countries.
There are several factors contributing to this rise in digital sales, with an increase in comfort levels around purchasing and browsing on mobile devices playing a significant role.
Some 41% of Australians claim to have become more comfortable with smartphone security and privacy.
Almost two thirds attribute their willingness to shop via mobile devices to retailers doing a better job of optimising experiences for smartphones and tablets.
Furthermore, 48% of Australians believe apps now offer a better experience for perusing potential gifts than a traditional web browser, while the same number feel better mobile payment options are now available.
Australians’ increased comfort with mobile shopping will result in over a quarter of all online Christmas period revenue coming from purchases made on smartphones and tablets, while 45% of browsing will also come from these devices.
Adobe ANZ MD Chris Skelton said the data speaks plainly.
"The future of Christmas shopping is online, and it’s increasingly mobile.
"In fact, in Australia and New Zealand, retail is one of the leading sectors for smartphone traffic and one of the fastest growing sectors for average mobile conversion year-on-year growth.
“Australian retailers are optimising mobile content and creating engaging and personalised experiences so that users will be compelled to purchase more on their mobile devices.
"More and more, Australian consumers have no need to push through the crowds at busy brick and mortar stores, as they are aware that better deals, a wider selection of products and cheap home delivery are all available from the device in their pocket."
Adobe’s data has also revealed Australians will typically browse three to four websites before making a purchase.
In 2016, much of that browsing will be done from the work desk, with a sharp increase forecast in the number of Australians using work hours to do their Christmas shopping online.
Some 11% of Australians now rank “shopping from work” as a key driver for online purchases, compared with just 4% in 2015, marking a 175% increase.