Christmas sales shopping 2019

The National Retail Association (NRA) has today unveiled its Christmas sales forecasts, revealing that shoppers are to splurge more than $50,000 per minute in online purchases as part of a $50 billion spend across all retail.

The Christmas trade period – encompassing the second-half of November and all of December – is the busiest time on the retail calendar, with blockbuster sales events as consumers stampede to the shops.

NRA CEO Dominique Lamb said that a large portion of successful modern retailers are utilising both in-store and digital avenues to maximise revenue.

“Last week kicked off the official Christmas and Boxing Day trade period and it’s set to be another blockbuster holiday season with shoppers reaching for their wallets to stock up on presents, fresh food and paraphernalia,” Ms Lamb said.

“The NRA is forecasting another record spend this Christmas, with breakthrough sales across both bricks & mortal and online retail.

“Shoppers are set to splurge an average of $54,347 per minute in online sales alone, with digital events such as Cyber Monday enticing Aussies with bargain prices.  The total digital spend will reach $3.6 billion over the six weeks.

“But there will also still be plenty of action in traditional, physical stores with total retail spend forecast to easily surpass the $50 billion barrier. Consumers will again stampede shopping centres in the lead up to Christmas, and Boxing Day will remain another signature event on the industry calendar.

“We anticipate that this holiday season will see businesses who offer a unique in-store experience, coupled with a savvy online sales avenue, to be the ones who really break new ground.”

Each state and territory is forecast to record an increased spend on 2018 figures, with an increase of 3 per cent nationwide. Ms Lamb also noted that new trends in modern retail are seeing businesses being forced to keep pace with changing customer behaviour.

“It’s a vital time of year for retailers across the nation. A bumper Christmas harvest not only has a positive impact on the bottom-line, it can also help sustain many smaller operators during quieter periods,” Ms Lamb said.

“In 2019, shoppers can research and purchase items from the comfort of their own home via everyday accessories such as laptops, iPads and iPhones. Changes in consumer behaviour have led to new phenomena during the Christmas period such as Black Friday and Cyber Monday.

“Customers are now placing a greater emphasis on their experience at the shops, and not only traditional factors such as quality and price. Those who are thriving in modern retail offer interactive services that engage shoppers in new and exciting ways.”

STATE 2018 Spend 2019 Forecast Spend % Increase from 2018
NSW $15.7 Billion $16.2 Billion 3%
VIC $12.9 Billion $13.4 Billion 4%
QLD $9.5 Billion $9.7 Billion 2%
SA $3.1 Billion $3.2 Billion 3%
WA $5.1 Billion $5.2 Billion 2%
TAS $976 Million $1 Billion 3%
NT $409 Million $421 Million 3%
ACT 900 Million $936 Million 4%
TOTAL $48.6 Billion $50.1 Billion 3%


ONLINE SALES 2018 Spend 2019 Forecast Spend % Increase from 2018
Pure-play Online $1.1 Billion $1.3 Billion 18%
Multi-Channel Online $1.8 Billion $2.3 Billion 27%
TOTAL $2.9 Billion $3.6 Billion 22.5%

The National Retail Association is Australia’s largest and most representative retail industry association.  It has been serving businesses in the retail and fast food sectors for close to 100 years.

Dominique Lamb is available for interviews. 
Please contact the NRA’s media unit on (07) 3240 0163 or 0467 792 013.


The National Retail Association is the voice of modern Australian retail, and your one-stop shop for news comment and analysis on the Christmas retail period. Regular updates on sales projections, product trends, business and consumer sentiment, and emerging issues across the festive season can be found at: