Australians show stronger intentions to buy gifts than receive them, with those planning to stretch budgets adopting a value-driven and cautious mindset, according to Pureprofile’s 2025 Christmas report.
On average, Australians expect to spend $491 on gifts ($23 more than 2024). The majority will spend between $301 and $1,000 on gifts and notably 15 per cent plan to spend over $1,000, a figure skewed towards those aged 45–54 (22 per cent).
While Australians have more to spend this year on Christmas gifts, they are still looking for bargains.
“Australians are heading into Christmas spending with a blend of practicality and cautious optimism,” Martin Filz, CEO of Pureprofile, explains.
Indeed, seventy-eight per cent of Australians are adjusting their Christmas spending (up from 67 per cent last year), with 38 per cent intending to spend less on gifts overall (versus 41 per cent in 2024) and 18 per cent focusing gift-giving on children (similar to 20 per cent in 2024).
Over half (55 per cent) intend to take advantage of Black Friday and Cyber Monday sales events, a growing trend in recent years (up from 45 per cent in 2024). For retailers looking to capture consumers, percentage off discounts are the most popular with Australians (48 per cent), followed by free shipping (15 per cent). Australians will also look for brick and mortar bargains as they increasingly prefer to shop in-store over online.
Gift cards and money remain the most desired gifts among Australians, though slightly less so than last year. Growing in popularity are clothing and shoes (41 per cent), up from 33 per cent last year and up 24 per cent points among 18–24-year-olds. There’s a big rise in high value gifts such as technology (28 per cent), up from 22 per cent in 2024 and 17 per cent in 2023 and jewellery (26 per cent), up from 23 per cent in 2024 and 19 per cent in 2023.
Preference for skincare and beauty products (29 per cent) in particular are becoming trendier among 25-34-year-olds, up from 13 per cent in 2024.
Experiential gifts including holidays, concerts and spa days (26 per cent) are growing in popularity, up from 22 per cent in 2024 and 17 per cent in 2023.
“A shift from credit card to debit card use signals a strong intent to celebrate within tighter financial control and more creativity in utilising budgets underscores our resolve in keeping with traditions albeit challenging financial circumstances,” adds Filz.
