Wine has become the guilty pleasure of choice this Easter, with Australians set to spend an estimated $90 buying wine online, which is more than double the average spend of $43 for chocolate, according to Australia Post. This research comes to light as more Australians are turning to online retailers for gift giving seasons, with online purchases rose to 19.2 per cent last year, almost doubling growth in 2016.
Australia Post General Manager for eCommerce and International Ben Franzi said Easter was becoming a significant online shopping event as more Australians looked for more convenience. “Online shopping is the new norm, thanks to competitive prices and the huge range available from Aussie retailers, all at our customers’ fingertips,” Mr Franzi said. “Our research showed almost half of survey respondents want to buy their Easter gifts online to avoid crowds, while a further 43 per cent said online shopping was quicker and easier.”
The research, based on a survey of more than 2000 people, showed about a third of all Australians were planning to buy either chocolate or wine online ahead of the Easter long weekend. Vinomofo Head of Marketing Kip McMillan said online wine sales typically lifted the week coming into Easter.
“Easter is a big deal for us as customers look for options outside of their busy schedules and closures on Good Friday,” Mr McMillan said. “In fact this week we’re expecting to sell more than 90,000 bottles of wine, compared to roughly 70,000 last year.” Australians will also spend on average $85 each on other types of gifts this Easter, such as books, fashion items and home wares, according to the Australia Post research.
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