The Future of Shopping

Tuesday, December 13, 2016

As Christmas approaches, so does the urgency of shopping. So what will shopping in the future look like - and will we even need shops? It is interesting to note than in an era of online shopping, we actually visit the shops more now than a generation ago. In a survey this year we found that the main connection point Australians have with their local community is not the community centre, park, school or club but the local shopping centre. A visit to the shops is not just about getting groceries- it is a social experience, an entertainment destination, a café stop-off and of course an opportunity to see, try, and experience what’s new.

The shopping experience of the future will start much earlier than the moment we enter a store. It will begin at the time we make decisions about items we buy. Increasingly, these decisions will be socially informed by recommendations made by family and friends as well as our digital communities with whom we share common interests and even available nearby shoppers.

Shopping will become a hybrid of online purchasing through mobile devices and personalised shopping apps, and real world shopping in-store. By 2026 our in-store shopping will be guided not only by our shopping list but also by applications which facilitate our shopping experience. They will be able to detect when and where we are in store and provide recommendations and discounts in real-time based on our lifestyle, our purchasing habits, household demographics and our electronically-enabled shopping trolley as we fill it. At home, intelligent appliances in our smart homes will monitor our consumption of grocery items, automatically detecting items we are running low on and based on past behaviour and clever predictions this shopping list will be automatically set up for payment and home delivery or available at convenient collection hubs.

Payments will not only be cashless but card-less - a quick swipe of our phone or device will pay the bill and receive the receipt. And best of all, in an era of driver-less cars, car share drop-off points and streamlined public transport, getting a good parking spot may even be achievable!

The Shopper's Pick: Understanding Australia's new village green

Thursday, July 14, 2016

This year we were delighted to write up and design the third and latest report in the Trolley Trends Series, ‘The Shoppers Pick’ for Woolworths Limited. From developing the survey through to conducting the analysis, this report is the perfect blend of quality research with segmentation and visuals, making the research easy to consume.

With 1 in 5 (20%) Australian supermarket customers going to the supermarket at least once a week, the report reveals that a record number of people (44%) consider the local shopping centre to be central to community life and has truly established itself as the new village green – a place for connection and engagement with the wider community, perhaps even more so than the local pub, school or community centre.

It is the theme of local which is clearly the key message of ‘The Shopper’s Pick’, which provides a unique look into modern Australia’s living, eating and shopping habits today.


As Australia becomes increasingly connected to global economies and new technologies, there is an equal if not stronger desire among shoppers to support Australian made products and local growers. It is increasingly important to Australian shoppers to know where their food comes from.

More than half of Australian shoppers (52%) state that buying local food is extremely or very important to them. In fact, around a quarter of shoppers prefer to purchase meat and poultry, bread and grains, and seafood and fish that are sourced locally in their own region rather than sourced further afield in their own state or within another region in Australia.


Australians are impacted in different ways by the changing seasons. Australia’s Seasonal Personalities explores the different personalities of Australians and the impact seasons have on their lifestyle. Which Seasonal Personality are you?


Australians are becoming increasingly health conscious and aware of the foods they consume. This trend towards healthy eating is demonstrated in the increase of health foods being included by Australians in their weekly shop.

Just over half of shoppers (52%) buy health food products weekly (i.e. sugar free, additive free, gluten free, dairy free, organic, raw, salt free or vegan), with sugar free products the most likely to be on Australians’ shopping lists and purchased by just over half of shoppers (51%), followed by organic and raw foods (both at 35%), and additive free foods (27%).


Australians are a nation of savvy shoppers, who seek products that are value for money. Nearly 7 in 10 shoppers (69%) state that buying on discount is extremely or very important to them. These values are reflected in the ingredients they purchase for meals cooked at home, with 99% of Australian shoppers saying price is an important factor they take into consideration. As part of being savvy shoppers, Australians are also creative savers. Almost 6 in 10 shoppers (58%) save money by purchasing groceries based on weekly specials, while just over half (52%) save money by writing a shopping list and sticking to it. Stocking up and bulk-buying are two other ways Australians save money, with just over half of shoppers (53%) currently saving money by stocking up on discounted non-perishables.

This report follows on from the 2014 Trolley Trends Report which focused on the increasing importance of ‘Fresh’ amongst the Australian population. The report also found that one of the most common community connections for Australians is the local shopping centre. To access the Future of Fresh report, please click here.

Aussie Sentiment to the Christmas Season

Wednesday, December 16, 2015

In the lead up to Christmas, we surveyed 1,012 Australians to discover their sentiment and spending intentions for this Christmas season.

This year, Aussies plan on saving money, staying at home with family and friends and are hoping for technological gifts under the tree.

28% Aussies will do at least half their Christmas shopping online

While online shopping has become an increasing trend, with more than a quarter (28%) of Aussies planning on to complete at least half of their Christmas shopping online, there is still a desire among Australians to complete their Christmas shopping in actual stores, with 39% not doing any shopping online and 34% buying most of their gifts from actual stores.

Comparatively, while the majority of Australians will do their Christmas shopping in-store, the number of Australians who will buy most or all of their Christmas shopping online this year (12%) has increased by 2% since 2013 (10%).

Family and friends are our favourite part of Christmas

The number one thing Australians look forward to about the 2015 Christmas season is spending time with family and friends, indicated by 7 in 10 (69%). Over 2 in 5 (44%) Australians also say that shopping, gift-giving and the Boxing Day sales is what they look forward to most about the season.

Aussies plan on staying at home this holiday season

More than half (54%) of Australians will not be holidaying during this Christmas season. Of those that will be, almost a quarter (23%) will be holidaying within their home state, while 16% will be travelling interstate and 6% overseas.

Technology and clothing high on the wish list, but for many it’s not about the gift

16% of Australians who know what they want for Christmas are most hoping for a technological present of some kind, making it the most hoped for gift of 2015.

The second most hoped for category is clothing/shoes/accessories (14%) followed by experiences (12%) and then food or beverages (11%).

Of the Australians who selected ‘other’ (29%), the majority of them (which comprised 24% of total responders, or almost 1 in 4 Australians) indicated that they did not want any particular present. Of those who indicated that they did not want a particular material gift, but expressed a desire for something, 51% stated it was time with family, 31% were hoping for health / happiness, and 18% peace.

1 in 5 Aussies plan to spend more this Christmas than last year

While Australian’s are more likely to save this Christmas season, Australian’s have a higher likelihood to spend more this Christmas compared to the previous three years, with almost 1 in 5 (18%) planning on spending more this season compared to last year.

Australians who plan on spending less this Christmas season intend to do so by reducing the amount of money spent on gifts. Another method is to buy Christmas supplies in advance when they are on sale, while some Australians will not celebrate Christmas at all to converse their cash.

The top 7 most featured answers included:

  1. Spending less money on presents for family and friends
  2. Buy Christmas supplies when on sale
  3. Making hand-made presents for friends and family
  4. Simply not celebrating Christmas
  5. Cooking less or buying less food for celebrations
  6. Getting organized and buying presents early before the Christmas season
  7. Buying presents only for children.

Download the Australian Christmas Attitudes 2015 report. Click here to download the full report.

Welcome to our blog...

We have a passion for research that tells a story, that can be presented visually, that brings about change and improves organisations. And we hope these resources help you know the times.

Our Social Media Sites

Facebook | McCrindle Research Social Media YouTube | McCrindle Research Social Media Twitter | McCrindle Research Social Media Flickr | McCrindle Research Social Media Pinterest | McCrindle Research Social Media Google Plus | McCrindle Research Social Media LinkedIn | McCrindle Research Social Media Mark McCrindle Slideshare

Last 150 Articles


darwin criminal research 2016 national crime rates living environment housing growth office researcher property faux-cilise house price social lives motivate Crime Rates keynote speaker responsive workplace culture shifts research visualisation commute blaxland households tips australian social research qualitative research stay home community speakers conferences transport mobile Kiwi dare to dream follow local house teacher media commentary Territory gender Australians bureau spend publication energy hornsby work the australian dream Australian Home winter faux-ciliser engagement Engineering Manager Wodonga professional development eliane analysis grandparents financial independence renting consumerism cars moderators guide baby marriages housing affordability crime relational educated growing population social change Assistant Store Manager office opening 2013 tertiary education engage hello fresh New South Wales pharmacies home conference Tasmania millenials global Caregiver trend tuesday christmas mother's day easy rider deloitte presentations DESTEL school satisfaction customer acf15 results builders google for education optimistic forecasting youth unemployment urban shbc ageing 1968 know the times business index poor resilience children water entertainment English Northern Beaches Christian School celebration social life litter Education Future Forum Australian Bureau of Statistics in the media budget survey design Christmas presents Wagga Wagga data staff Love Births australian communities forum internet demographic trends education students menai case study keynote global financial crisis coffee Royals facts resource greatness organisations data analyst education sector small business sector meetings Netflix forum communication futurist sydneycity IT Specialists sun intern increasing densification monarchy social communications generations emerging generations challenge wage sports brand society trends property market workshop university degree news social researchers group session 2020 sydney event leadership workshop townhouses sentiments lifestyle marriage healthy future Aussie forecast Generation X future Geoff Brailey quote 2012 population in depth interviews leadership baby names father's day supply and demand Sydney population milestone names poker master mccrindle research happiness outsourcing demographics Channel 7 cooking Australian Dream public holiday divorce rate offenders investing cash Mark McCrindle suburb capital city politics media release government alpha economy study Social Trend Australian schools Financial Planning Association experience high density living "know the times" public speaking not for profit ageing population career hobart media earn urban living income report future proof norwest WA Do It Yourself GPO year 12 australian communities trends report DIY sustainable demographer gold coast aged care JOMO average aussie stats statistics Gen Y wages victoria renter of the future fresh SA REIV Conference sector wide school students ACF low density TDE work mates Aussies Australian Communities Trends Western Australia social commentator huffington post rental stress baby boomers etiquette social research brands graphs cancelling plans social researcher insights wolloomooloo home ownership VIC paying to work PSI housing millennials entrepreneurial System's Architect FPA participants generation Z collaboration program mateship divorce young people jobs of the future events mining boom cancelling event couple holiday population growth language apartment recap medicine technology culture The Daily Edition Queensland: QLD nfp faux-cilising optus going out 2014 office space define schools 23 million Charlotte marrickville Bathburst national private wealth high density apartments population map aussie culture Kirsten Brewer fears Australian Census New Zealand residents social media visual toys young australians baby name predictions wealth distribution entrepreneurs of today The ABC of XYZ trend group anzac NEETs business year 7 seasons organisational culture megatrends wealth salary personalities Northern beaches Event socialising Australia Day weather shopping education future report goals buildings food authenticity social enquiry workplace crows nest world friends perth Canberra mythbusters Melbourne trends Northern Territory snapshot consumer 24,000,000 wealth and income New Zeland demographic dreaming education future not-for-profit NSW learning social analysis manly 1975 skills internship australians staying home more Population Clock focus groups curiosity Financial Planning Association of Australia unemployment TAS 1980 mccrindle tea focus group narcissism professional Gen X collaborative 1994 40 million social shifts presentation thought leadership logan meals newspaper student aged care puzzle housing market Myth neutral bay award Christmas lunch McCrindle Speakers real suburbs millionth rising house prices Deaths rain cartodb village non profit Valentine’s Day research data research pack Scouts mover and shaker trends of 2016 Northern Beaches Australia Day 2017 careers easter Sydney keynote speaker click Word Up middle class ease of travel future proofing religion community engagement priorities typical australian Adelaide property price trends analyst identity education research ACT sunburnt country NT balance pyrmont affordable australia teaching Research Executive Australian demographics 24 million society insight video local communities bondi employers urban taskforce learn Generation Y ABS product home owner royal innovative financial dreams tattoos slideshare shopper's pick learner friendship winter blues panel the changing face of census google daily telegraph infographic wall conference presentation ultimo holidays 2017 domestic urban living index new office post rationalism cancel plans geomapping wellbeing school financial future REIV National Conference child care investment capital cities social commentary cultural diversity tuesday communicate ashley fell mentor prince george EFF city digital jobs cloudy days emerging trends Res Vis tea annual income teach tableau generation rise of local sydneysiders online shopping CBD cost life optus my business awards storytelling rich men Duchess of Cambridge house price rise ACF 2016 mortgage Merry Christmas mccrindle visualisation social trends staying in FOMO rent training Christchurch royal influence event ethnography christianity twentyseventeen vegetarian kate middleton hills shire proactive Australian Trends brand experience sunny days workforce eliane miles change future of work generation alpha gen z future-proof online educhat unaffordable baby name trends owning a home cost of living baby name innovation royal family safe earnings families long weekend dessert Australian communities finance Tuesday Trends social impact debate household teleworking ashley mckenzie dream equip trends of 2017 lalor park university Real Estate Institute of Victoria church marketing house prices ipswich charity relevant survey goal research services woolworths socialites brisbane World Water Day selfie Hornsby Shire Council SMSF hopes teachers overcast princess charlotte cold leader data visualisation community event Real Estate January 26th housing trends wedding daily commute future of education plans mccrindle in the media Tuesday Trend youth list state tv retirement suburban living weekly earnings high school parenting area interactive gen alpha Wellington sydney speaker new york times royal baby Christmas season financial national wealth moreton bay volunteers professional speaker media activity schools students infographic mythbusting environmental scanning Australian Families omnibus entrepreneur pharmacy work-life internships networking waverton repayments employment generational trends investor market research HSC personal growth 2015 10 years demographic transformations emerging technologies high density summer debt land of the middle class Channel Seven sector wide study conference speaker states world youth day affordability thrive economic earning family communities Financial Planning Week wealth and income distribution rule keeper learning styles clothing potts point February 16 growth ideas global generations Queensland parents vegemite baby boom women South Australia