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Illawarra residents shopping locally this Christmas

Release Date: 15/12/2016

Research conducted by IRIS Research and the Illawarra Business Chamber has found that almost 90% of Illawarra residents will be doing their Christmas shopping locally this year.
The joint research by IRIS Research and the Illawarra Business Chamber, based on a detailed survey of resident spending intentions indicates the average Illawarra resident will spend some $1,700 this festive season, in addition to cost of living expenditures.
Illawarra Business Chamber Executive Director, Chris Lamont, said it is especially important for local businesses to understand community spending intentions and this research confirms the very strong desire to shop locally.
Convenience was rated as the most important factor influencing consumer behaviour, followed by the desire to support local business.
“Interestingly, the research indicates that this year more Illawarra residents intend to spend the festive season in the region. Less inter-regional travel points to the potential of an even greater local spend,” said Chris Lamont.
The results of this research indicate an estimated spend of more than $450 million across the region during the 2016/17 festive season, compared to more than $47 billion spent across Australia in 2015/16.
Despite the growing number of online shopping options the research indicated a modest increase in the number of people who intend to do their festive season shopping online with an increase of just 2 per cent on last year.
The Chief Executive of IRIS Research, Peter Watts said while online shopping is growing in popularity the more personal nature of gift shopping and character of Christmas celebrations is likely to be influencing the consumer intention to shop in a more traditional fashion during the festive season.
“A significant value of spend will be directed at food and beverage and associated hospitality with 71 per cent of those surveyed indicating an intention to dine out over the festive season,” said Peter Watts.
“The research confirms the value of Christmas and the festive season to local businesses. Adding to the value of expected spend will be the passengers of the Voyager of the Seas who will visit the region on 27 December,” said Chris Lamont.
Media contacts:
Sharon Wingate         0447 441 154

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