Australian online shopping booms for 2005 Christmas

November remains the month to be seen online if you’re interested in attracting Christmas related purchases. This is the verdict from Nielsen//NetRatings, who reported that the average Australian Internet shopper spent AUD $471 online in November 2005. This represented a spend increase on the Christmas 2004 online shopping season.

Netratings reported that six (6) million Australian internet users browsed e-commerce sites during November. The average user made 10 visits each to the sites. Interestingly, online traffic and sales generally decline slightly in December - making November the key month to attract online sales. There is usually a rebound in January and February due to post-Christmas sales activity.

So why is November the biggest online shopping month? In a word: delivery schedules. Unlike traditional bricks-and-mortar retailers (who experience a mad last-minute Christmas shopping rush), online buyers have to make purchases earlier to ensure gifts are shipped in time for Christmas.

In 2005, the top sales category was travel yet again (average $899 per sale), followed by consumer electronics (average $581 / sale). The biggest sales volume categories were DVDs, videos, software, clothing and accessories.

The lesson to be learned? If you sell anything online prepare for Christmas early.