Shops top online sprees

Nearly 80 per cent of Kiwis plan to shop at bricks-and-mortar shops this Christmas and just 16 per cent plan to shop online, according to a new MasterCard survey.

Although most of us are usually keen online shoppers - 55 per cent shop online at least once a month - when it comes to Christmas we can't resist the pull of the hands-on shopping experience.

MasterCard New Zealand country manager Peter Chisnall says, in general, Kiwis have embraced online shopping. However, it seems when buying Christmas gifts, most consumers still like to tread the pavements and select gifts in person.

"Although many of us will do our best to plan ahead, it may be that for many people the convenience of being able to dash down to the local shops to make those last minute purchases in those few days before Christmas just can't be beaten," says Chisnall.

"For most of us the desire to actually see and examine the goods we are buying prior to purchase will trump the convenience of shopping from home."

NZ Retailers Association chief executive John Albertson says many major chains operate online and in physical stores.

"It's not an either or, nor is it one versus the other. It's all about what the consumer wants," he says. "You might be quite happy buying one product online but you might be equally happy buying another product in the face-to-face environment."

Online shopping offers 24/7 buying power and is great for researching products, but an instore experience is more memorable and offers instant gratification, he says.

What influences our buying habits?Price and quality are our two biggest concerns, with 85 per cent of survey respondents being influenced by finding the best bargain and 83 per cent concerned about quality.

Convenience is also important to shoppers, and the ability for recourse with local retailers in case of problems.

Customer service is lower on the list, important to 62 per cent of Kiwis, followed by familiarity and trust with the brand.

Albertson says staff training on product knowledge is crucial for stores, because often customers have done extensive research online before stepping into a store, and could know more than the person serving them.

What's under the tree?

According to the survey, we are most likely to visit local stores for Christmas gifts such as food and wine (77 per cent), clothing and accessories (65 per cent), and toys and sporting equipment (64 per cent).

Of those going online to shop, 10 per cent will trawl local websites for Christmas purchases, with a further 6 per cent taking advantage of the strong New Zealand dollar to shop on international sites.

Vouchers for services (47 per cent) books, DVDs and CDs (28 per cent), and technology and electronic goods (22 per cent), are anticipated to be most likely sourced from local online stores.

When it comes to international online retailers, makeup, jewellery, watches and sportswear are the Christmas gifts Kiwis are most likely to buy - although males are also much more likely to seek out technology and electronic goods on international websites than their female counterparts (16 per cent compared to 6 per cent).

Tips for Christmas shoppers Chisnall reminds online shoppers this Christmas to be vigilant with personal information and buy only from reputable websites.

Customers should remember to check payment details, the returns policy and data protection cover before spending any money.

Albertson recommends shopping early to reduce stress.

"Don't leave it until the last minute. What generally tends to happen is the last 10 days become absolute mayhem but you can avoid that."

The research: the MasterCard-commissioned omnibus study was conducted online among 1012 New Zealanders aged 18-64.