New research by eBay shows Australian online retailers should be preparing for bumper June sales, as consumers intend to spend millions more across the industry compared to the same time last year.
June sales have grown at 28% per cent over the past 5 years at eBay and it is expected that more than 12.5 million items will be purchased on the site over the month.
The spike in sales is being attributed to a newly evolved consumer behaviour being coined as ‘buy-bernation’. The trend is born out of consumers not needing to leave the house as the temperature drops due to the convenience of mobile apps which allow people to do everything from order food, stream films or find a date, giving more time to dual-screen browse and shop.
“End of financial sales have always been strong but are becoming more and more lucrative for retailers who are able to cater to the newly evolved kinds of shoppers out there. It’s going to be important to deliver deals and savings that are contextual to winter and pop-culture moments, not just those items that traditionally perform well when discounted,” according to eBay spokesperson and trend watcher Megan English.
Research conducted by YouGov** on behalf of eBay shows that comfort is a priority for buyers in winter, with over one-third (37%) spending more on products for the home; 39% of respondents say they are investing in home furnishing and décor, while 31% are buying home entertainment systems, media and technology items to keep themselves occupied whilst tucked up indoors.
The research also revealed that almost two-thirds (63%) of Australians plan to stay in during the colder months and 42% will shop online more often during this time.
eBay predicts that in June alone, Australians will spend more than 19 million hours on site browsing, spending an average of 10 minutes per session.
A breakdown of the most active postcodes during the month of June suggests that the pattern of ‘buy-bernating’ aligns with the cold weather, with Werribee (Victoria), Cranbourne (Victoria), Hoppers Crossing (Victoria), Liverpool (NSW) and Frankston (Victoria) topping the list.
** Research conducted by YouGov on behalf of eBay Australia. 1,000 Australian adults over 18 from across the country were involved.