It’s often thought that Aussies don’t start splashing their cash for the holidays until the silly season, but a report from Intuit Mailchimp reveals that holiday shopping is now a marathon, not a sprint.  Australian shoppers are starting early, forking over their hard-earned from as early as October and keeping their spending going until mid-January.

The Holiday Shopping Unwrapped report surveyed more than 9,000 shoppers globally, including over 1,000 Aussies, and found that nearly half (43 per cent) had already snapped up something tied to a major sales event as early as October. While many of us were still pulling down the Halloween cobwebs, plenty of shoppers were already ticking off Christmas lists.

Christmas creep is real

For business owners, that means the window to woo customers has never been wider. Jillian Ryan, Senior Manager of Content Strategy at Mailchimp, says the trick is to understand not just when people are shopping, but why.

“The key to effectively reaching holiday shoppers is understanding where consumers are – physically, emotionally and culturally – during every phase of the holiday season,” Ryan explains. “Our research gives marketers new insights and strategies for connecting with shoppers.”

In Australia, the shopping calendar is busier than ever. November’s Click Frenzy has become a serious player, with 12 per cent of Aussies snapping up bargains during the so-called “Pre-Peak” phase. Christmas Day still reigns supreme, with 61 per cent of shoppers buying gifts specifically for the big event. And then there’s Boxing Day, which is no longer just about leftover ham and cricket on the telly.

Around a third of Australians – in line with shoppers in Canada and the UK – take advantage of the sales during this ‘Betwixtmas’ period. Interestingly, though, most of them weren’t buying for others. A whopping 68 per cent admitted they were treating themselves.

So, while we like to think of Christmas as all about generosity, there’s plenty of self-gifting going on once Santa’s gone.

The seven stages of shopping madness

Mailchimp’s research breaks the season down into seven emotional shopping phases:

Early lead-up (October): The ‘gift givers’ get in early, and enjoy bragging rights.

Pre-peak sales (November): Shoppers begin to feel festive and receptive to early cues.

Peak sales (Black Friday, Cyber Monday): Discount devotees dominate. It’s bargain hunting season.

Festive phase (early December): A mix of organised curators and last-minute joiners.

Last-minute sprint (week before Christmas): Panic buyers rule – think express delivery and extended trading hours.

Betwixtmas (Boxing Day – New Year): Self-gifters rejoice. Out with giving, in with treating yourself.

New Year (January): The “self-improvers” pick up items that support resolutions.

Each phase presents its own opportunities for small business owners. Whether it’s early-bird specials, gift guides, fast shipping promises, or post-Christmas ‘treat yourself’ offers, knowing which audience you’re speaking to can be the deciding factor in the success of your sales.

Ecommerce consultant Mark Baartse says Aussie small businesses shouldn’t underestimate just how much these shifting habits affect the bottom line.

“It’s not just about being ready for Black Friday anymore,” Baartse explains.

“Customers are shopping earlier, later, and for different reasons. Businesses that tailor their approach for each phase – instead of throwing everything at December – will see better results.”

Think about it: the same customer could be a ‘discount devotee’ in November, a ‘last-minute lister’ on Christmas Eve, and a ‘self-gifter’  on Boxing Day. Recognising that people wear different shopping hats at different times means you can adjust your messaging to match.

So how can you put these insights into practice for a  few quick wins:

Start early: Don’t wait for December. Start teasing festive offers and stocking up from October.

Segment your marketing: Tailor emails and socials to different shopper types (early planners vs. last-minute scramblers).

Don’t ignore Boxing Day: Aussies love a self-gift. Make sure your brand has something tempting lined up post-Christmas.

Tap into resolutions: January is prime time for selling anything tied to fresh starts so look at how you can tap into this trend for your business.

The research shows shoppers are active, and emotional, for a full three months. Small businesses that map their offers and campaigns to these distinct phases will be better placed to ride the wave all season long.

“There are all kinds of shoppers – and a single consumer can embody different archetypes as the season ebbs and flows. The right message at the right time is what turns browsers into buyers.” concludes Ryan.

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