- On average, Australians expect to spend more on Christmas gifts and food and drink than last year – $490 on gifts (up from $468 in 2024) and $506 on food & drinks (up from $406 in 2024)
- Black Friday and Cyber Monday deals continue to grow in popularity, with 55% Australians waiting to do their Christmas shopping during the sale period (up from 45% in 2024)
- Over half of Australians (56%) aim to save more money next year
- Australians want to travel more, with almost half (49% vs 41% in 2024) intending to travel over the holidays and 34% deeming it as a priority next year
- Some cashed up Australians will spend big this festive season, with 15% saying they expect to spend over $1,000 (up from 8% in 2024)
SYDNEY, 22 October 2025: New research conducted by global data and insights company, Pureprofile Limited (ASX: PPL), reveals that despite larger Christmas budgets, many Australians are still having to look for bargains to afford the holiday season.
78% of Australians are adjusting their Christmas spending to stretch their budgets (up from 67% last year), with 38% intending to spend less on gifts overall (versus 41% in 2024) and 18% focusing gift-giving on children (similar to 20% in 2024).
Over half (55%) intend to take advantage of Black Friday and Cyber Monday sales events, a growing trend in recent years (up from 45% in 2024). For retailers looking to capture consumers, percentage off discounts are the most popular with Australians (48%), followed by free shipping (15%). Australians will also look for brick and mortar bargains, as they increasingly prefer to shop in-store (61% vs 59% in 2024) over online (38% vs 41% in 2024).
Now in its seventh year, Pureprofile’s 2025 Christmas Report is a global report based on the insights of over 4,600 panel members from Australia, New Zealand, the UK, the USA and Singapore.
Among various nations, Australians show stronger intentions to buy gifts than receive them, with those planning to stretch budgets adopting a value-driven and cautious mindset. On average, Australians expect to spend $491 on gifts ($23 more than 2024) and $506 on food & drinks ($100 more than 2024). The majority will spend between $301–$1,000 on gifts, and notably, 15% plan to spend over $1,000, a figure skewed towards those aged 45–54 (22%).
This year, Australians are also expected to shift their methods of payment, with debit card use climbing to 56% (up from 50% last year), while credit card use has dropped to 40% (down from 47% last year).
Martin Filz, CEO of Pureprofile, said: “Australians are heading into Christmas spending with a blend of practicality and cautious optimism. 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.”
Cards still top the Christmas tree
Gift cards (43% vs 46% in 2024) and money (36% vs 41% in 2024) remain the most desired gifts among Australians, though slightly less so than last year.
Growing in popularity are clothing and shoes (41%), up from 33% last year and up 24% points among 18–24-year-olds. There’s a big rise in high value gifts such as technology (28%), up from 22% in 2024 and 17% in 2023, and jewellery (26%), up from 23% in 2024 and 19% in 2023.
Preference for skincare and beauty products (29%), in particular, are becoming trendier among 25-34-year-olds, up from 13% in 2024.
When asked hypothetically about which gift they’d most like to receive this Christmas, many Australians hoped for things Santa may not have the power to deliver: cheaper food prices (23%), reduced interest rates (16%), lower power bills (16%) and reduced rent (13%).
Fabulous festive feasting
In line with a value-driven mindset in budgeting this year, 3 in 5 Australians plan to spend under $500 on festive food and drink this festive season, while 21% are opting for budget-friendly food and drink options to save on cost (versus 27% in 2024).
A third of Australians, up from 30% last year, also hope to receive food, confectionery and drinks (including alcohol) as a gift this festive season,.
Sleigh bells and suitcases
Experiential gifts, including holidays, concerts and spa days (26%), are growing in popularity, up from 22% in 2024 and 17% in 2023.
Nearly half (49%) of Australians intend to travel this festive season, with 25% planning to travel locally (within their region or state), 19% domestically and 11% overseas. Younger Australians show the strongest increase in interstate travel intentions, with 18-24-year-olds up 13% points from last year.
There’s also a rise in people taking additional leave beyond standard workplace shutdowns, at 14% this year compared to 8% in 2024.
I wish for a fit, frugal and festive year
Health, savings and family time top the new year’s resolution list, with over half of Australians (56%) aiming to save more money next year, reflecting ongoing cost-of-living pressures.
At the same time, many are seeking balance by prioritising health and fitness goals (42%), travelling more (34%), enhancing wellbeing (31%) and spending time with family (30%). This blend of prudence and fulfilment is mirrored in respondents’ spending plans. Travel (24%), fashion (22%), household items (21%) and home improvements (19%) all rank strongly, while fewer intend to commit to longer-term investments like education (7%) or financial products (8%).
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About Pureprofile
Pureprofile’s vision is to deliver more value from the world’s information.
We are a global data and insights organisation providing industry-leading online research solutions to agencies, marketers, researchers and brands & businesses.
Our research delivers rich insights into real human behaviour and provides the “Why” behind the “What” through our unique ResTech and SaaS solutions. We build in-depth profiles of consumers via our proprietary and partner panels and give businesses the ability to understand, target, and ultimately engage with their audiences.
The Company, founded in 2000 and based in Surry Hills, Australia, now operates in North America, Europe and APAC and has delivered solutions for over 850 clients.
Media contact:
Agnes Wan for Pureprofile
[email protected]
+61 432 620 256
