Purpose
To identify the current and preferred seasonal buying preferences and planned trade fair visitation in 2009.
For clarity, the questions are detailed as they were on the original survey. All questions required single responses except questions 1 & 3, as indicated.
Methodology
| Sample Size: |
30,000 |
| Audience: |
Active trade fair visitors during previous 12 months |
| Date: |
July 2008 |
| Scope: |
All states |
| Respondents: |
1240 |
| Response Rate: |
4.1% |
| Format: |
Email questionnaire |
| Incentive: |
Chance to win an iPod or LG phone |
Survey Results:
1. When do you buy products for Christmas?
(respondents selected up to 3 months)
August is by far the main month for Christmas buyers currently, followed by September.
Buyers clearly want to see products during September rather than earlier in the year like July for their Christmas purchase decisions. |
 | |
2. Ideally, what is your preferred month to buy for Christmas?
August is the preferred month for Christmas buying followed by September with more than double the popularity of other months.
Trade fairs during these established and preferred buying cycles will deliver the best results for wholesalers targeting buyers. |
 | |
3. When do you buy products for Winter?
(respondents selected up to 3 months)
Winter buying begins early in the new year, rising to a peak from February through to April. |
 | |
4. Ideally, what is your preferred month to buy for Winter?
February is the preferred month for Winter buying each year. |
 | |
5. How many gift trade fairs do you visit in a typical year?
The majority of buyers visit 1-2 fairs per year. |
 | |
6. Do you plan to visit more or fewer fairs in 2009?
The majority of buyers are planning no change in their visitation for 2009. |
 | |
7. Do you need another trade fair added to your buying cycle?
Buyers do not need another trade fair in the current calendar. |
 | |
8. In which state are you based? |
 | |
9. Will you travel interstate to visit gift trade fairs in 2009? |
 | |
10. Please classify your business. /H3> |
 | |
Summary
Buyers currently purchase products for Christmas during the months of August (70.1%), September (69.4%) and October (49.1%). The overwhelming majority would prefer to purchase during the months of August (31.3%) and September (27.8%) indicating that the current cycle of trade fairs in Australia is timed accurately.
Winter purchases are currently made during March (72.3%), April (61.5%) and February (59%). Buyers would prefer to purchase during February (30.2%) and March (26.7%) again indicating that the timing of the fairs is accurate.
65.8% of buyers don’t plan to change the number of fairs they visit in 2009 and 62.9% state that they do not need another trade fair in the buying cycle.