Convenience Advertising logo
Hero Banner
Featured articlePublished by Jess Bordin · 4 minute read

Gathering, gifting & getting away: What the research says about holiday spending 2024/25

The holiday season is a time of high energy, increased foot traffic, and a flurry of shopping, socialising, and travelling. Whether people are hunting for the perfect gift, catching up with friends over drinks, or travelling to see loved ones, the places they visit most during this period - shopping centres, pubs, and airports - offer prime opportunities for brands to connect with them.

Shopping centre advertising: Where the gift hunt happens 

As Christmas approaches, shopping centres transform into bustling hubs filled with people checking off their gift lists and taking advantage of holiday sales. Whether they’re browsing for gifts, picking up festive decorations, preparing to host or grabbing last-minute items, they’re in a spending mindset. 

Stats shopping centre

For brands, this presents a golden opportunity to connect with consumers right at the point of purchase. In this ideal setting, in-centre advertising, a form of Out Of Home (OOH) advertising, can make consumers 48% more likely to interact with a digital ad after being exposed to an OOH ad first.

With consumers visiting shopping centres multiple times throughout the season, brands have the chance to reinforce their messaging, especially with digital displays and posters near high-traffic retailers. 

“This is the first time in five years that we’ve seen a loosening of the Australian purse strings and a noticeable uplift in holiday spirit”

- Martin Filz, CEO of Pureprofile (global research agency)

Fun fact: Each year, for one company alone, over one million Australians and New Zealanders get their photos taken with Santa at shopping centres. These visits create additional opportunities for brands to engage with their audience through in-centre advertising.

 

Social club and pub advertising: Social gatherings & holiday cheers 

Pubs are a staple of the holiday season, with people flocking to them for after-work drinks, festive catch-ups, and office parties. Ads for holiday events or gifts can resonate particularly well in this environment, where people are looking to make the most of the season’s festivities.

Stats pubs

“Pubs, an intrinsic part of the Australian ethos, are more than just venues for beverage consumption. They serve as community hubs, places of camaraderie and iconic landmarks in both urban and rural landscapes.”  

- Jesse Lapham, National Director Research & Data, Burgess Rawson 

Research shows that a massive 90% of adults notice ads while in bars or pubs. As people gather for end of year drinks after work, festive catch-ups and office parties, patrons are not only visiting pubs more frequently but also staying longer. This extended time gives brands an excellent opportunity to engage with their audience in a relaxed and receptive environment. 

 

Airport advertising: Captive audiences with time to spare 

According to recent research, 71% of passengers enjoyed their time at airports, and 69% spend an average of 13 minutes of their time shopping for their retail favourites. With all travellers spending significant amounts of time waiting for flights, airports make an ideal venue for OOH advertising. 

Stats airports

Australians are heading overseas in record numbers, driven by a phenomenon dubbed "revenge travel", as they make up for lost time following the COVID-19 border restrictions.
Despite the ongoing cost-of-living crisis, international trips have now largely surged beyond pre-pandemic levels, as Aussies set out to reconnect with the world. 

- Kristy Sexton-McGrath, National Tourism Reporter, ABC
"Travel is an essential part of who we are and even through tough times, we still maintain a very high share of wallet spend on international and domestic travel."

- Dean Long, CEO, Australian Travel Industry (peak body for Australian travel agents and tour operators)

 

Target-market appropriate bathroom advertising campaigns in shopping centres, pubs & airports 

Creatives Final_bathroom advertising

 

Be where your customers are this holiday season 

In the lead-up to Christmas and school holidays, people are out in full force shopping, socialising or travelling. By advertising in shopping centres, licensed venues and airports, brands can connect with consumers at key moments when they’re ready to spend and celebrate. These locations offer the perfect opportunity to tap into holiday spending and ensure your brand is part of the festive season.  

 

Get in touch to maximise your brand's visibility with bathroom advertising

Convenience Advertising offers out of home (OOH) and digital out of home (DOOH) ads in the intimate bathroom space, where 35% of shoppers³ and 77% of airport travellers³ spend an average of two minutes¹⁰, every visit.  

Get in touch with our specialist bathroom advertising team to take advantage of being in the highest-traffic locations this holiday season  – including shopping centres, airports, pubs and social clubs across Australia. 

 

References:

¹ https://www.technologydecisions.com.au/content/it-management/article/mobile-tech-transforms-the-australian-retail-experience-913187019
² https://www.statista.com/statistics/1074627/australia-pre-christmas-sales-spending-forecast
³ CaptiVision and venue partner data
⁴ https://www.burgessrawson.com.au/wp-content/uploads/2024/09/PL-Industry-Insight-Report-Sept-2024_Digital.pdf
⁵ https://cgastrategy.com/three-quarters-of-australians-to-visit-the-on-premise-over-the-festive-period/
⁶ University of Melbourne
⁷ https://www.thedrum.com/open-mic/demand-for-airport-advertising-expected-to-take-off-this-summer-what-you-need-to-know
⁸ https://theairport.org/nielsen-cca-study.html
⁹ CaptiVision and venue partner data
¹⁰ https://www.sciencedirect.com/science/article/abs/pii/S2352710218301098

 

 

 

More insights: