Cost-Conscious Christmas: Kiwis Spending Less, Starting Sooner and Shopping Smarter

• Two-thirds (64%) completing holiday shopping between September and November
• 46% planning to spend less, but 74% still prioritising self-care purchases
• 52% spreading costs over time, while 48% strategically timing sales for maximum value

DISTRIBUTED-WORK-MODEL/AUCKLAND — October 2025: Cost-of-living pressures are reshaping how Kiwis approach the festive season, with new research from leading Buy Now, Pay Later (BNPL) provider Afterpay revealing that 46% plan to spend less this holiday period. However, rather than abandoning festive traditions, consumers are getting strategic – shopping earlier, spreading costs, and making every dollar count.

One in three New Zealand shoppers (35%) acknowledge feeling pressure about holiday expenses, prompting a shift toward more intentional spending. Most are setting modest budgets, with 55% planning to spend under $850, while 11% still expect to invest over $3,200 in their celebrations. 

Released today, Afterpay’s Festive Forecast and Festive Lookback reports spotlight how economic conditions are driving smarter shopping behaviours and reveal what’s driving consumer choices this season.

Kiwis are shopping earlier than ever – to maximise value and control

This Christmas, shoppers aren’t waiting until December. Two-thirds (64%) will complete most of their buying between September and November – the earliest shopping behaviour on record. The motivation is clear: over half (52%) want to spread costs over time, while 52% are avoiding last-minute stress by planning ahead.

Strategic timing around sales events is also driving this behaviour. Nearly half of Kiwis (48%), rising to 58% of those buying experiences, such as travel or passion classes, wait for discounts before committing to big-ticket purchases. Last year, nearly 40% of Afterpay holiday shoppers capitalised on Black Friday–Cyber Monday deals, with 29 November emerging as the ultimate shopping day.

Self-care and thoughtful gifting remain priorities

Despite budget consciousness, 74% plan to buy self-care products this season – for themselves or loved ones – with 39% saying they’re more inclined toward wellness purchases than in 2024.

Clothing and shoes (51%) top wish lists, with interior décor items (34%) and toys (34%) also popular.

“Kiwis are becoming savvier than ever this holiday season,” said Katrina Konstas, Country Manager, Afterpay ANZ. “Cost-of-living pressures have made people much more strategic – shopping earlier, timing purchases around sales, and using flexible payment options to maintain control and budget effectively. Despite the challenges, New Zealand consumers still want to give thoughtful gifts and prioritise self-care, which shows the resilience of the festive spirit.” 

“Our insights show consumers are seeking flexibility and control. By using Buy Now, Pay Later platforms like Afterpay to spread costs, they can plan ahead while still enjoying meaningful celebrations – whether that’s giving to others or treating themselves along the way.”

Key Shopping Insights:

• 64% will complete most shopping between September and November
• 68% will shop both in-store and online
• Partners and spouses top the gift list (57%), followed by self-gifting (47%), parents (40%), and friends (38%).
• 48% will wait for sales on big-ticket items

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