Australian shoppers adopt new strategy for Boxing Day sales

Cost of living pressures are expected to impact Boxing Day sales with more Australians planning to spend less, new consumer research shows.

The survey conducted on behalf of the Commonwealth Bank showed almost one in two people, or 49 percent of Australians, expect to spend during the annual post Christmas sale period, up from 42 percent last year and 40 percent in 2021. However, the average planned spend this year is expected to be $475.70, or $4.6bn nationally, down from $483.20 in 2022 and $557.05 in 2021.

People under the age of 39 are most likely to spend over this period as they use the sales to buy necessities, CBA chief economist Stephen Hlamarick said.

“The increase we’ve seen in spending at discount and variety stores in November is partly explained by Christmas and holiday shopping with discretionary spend up 1.9 percent,” he said. “However, people are also using the sales to stock up on essentials – with essential spending edging up 0.3 per cent.

“Essential spending usually falls after the “gift giving” period. However, given consumers are clearly seeking sales bargains for both essential and discretionary items, Boxing Day sales could also see a similar trend with a larger share of essential spending.”

CBA personal finance expert Jess Irvine said it was important for shoppers to have a plan before heading out.

“For anyone planning to use Boxing Day as an opportunity to bag a bargain, it is important to have a clear plan in advance of which items you plan to purchase. Write a list and stick to it to limit impulse purchases” said Ms Irvine.

“A good rule of thumb is that if the first time it occurs to you to purchase something is during a sale period, you probably don’t need it.

“If you are stocking up, make sure to do your research and check first for any cashback offers that may be available for that retailer.

She also warned to be wary of suspicious text messages or online scams.

“Stay scam aware when shopping, as scammers are known to be more active during sales periods,” Ms Irvine said. “Always remember to remain cautious, especially at this busy time of year, and stop, check and reject any suspicious websites or text messages.”

Requiring more than 30 percent of household income to service a home loan has long been considered the benchmark for ‘housing stress’. Yet research shows it is becoming the new normal. The 2024 ANZ CoreLogic Housing Affordability Report reveals home loans on only 17 percent of homes are ‘serviceable’ if serviceability is limited to 30 percent of the median national household income.

Based on 40 percent of household income, just 37 percent of properties would be serviceable on a mortgage covering 80 percent of the purchase price. ANZ CoreLogic suggest 40 may be the new 30 when it comes to home loan serviceability. “Looking ahead, there is little prospect for the mortgage serviceability indicator to move back into the 30 percent range any time soon,” says the report.

“This is because the cash rate is not expected to be cut until late 2024, and home values have continued to rise, even amid relatively high interest rate settings.” ANZ CoreLogic estimate that home loan rates would have to fall to about 4.7 percent to bring serviceability under 40 percent.

CoreLogic has broken down the actual household income required to service a home loan on a 6.27 percent interest rate for an 80 percent loan based on current median house and unit values in each capital city. As expected, affordability is worst in the most expensive property market, Sydney.

Sydney

Sydney’s median house price is $1,414,229 and the median unit price is $839,344.

Based on 40 percent serviceability, households need a total income of $211,456 to afford a home loan for a house and $125,499 for a unit. The city’s actual median household income is $120,554.

Melbourne

Melbourne’s median house price is $935,049 and the median apartment price is $612,906.

Based on 40 percent serviceability, households need a total income of $139,809 to afford a home loan for a house and $91,642 for a unit. The city’s actual median household income is $110,324.

Brisbane

Brisbane’s median house price is $909,988 and the median unit price is $587,793.

Based on 40 percent serviceability, households need a total income of $136,062 to afford a home loan for a house and $87,887 for a unit. The city’s actual median household income is $107,243.

Adelaide

Adelaide’s median house price is $785,971 and the median apartment price is $504,799.

Based on 40 percent serviceability, households need a total income of $117,519 to afford a home loan for a house and $75,478 for a unit. The city’s actual median household income is $89,806.

Perth

Perth’s median house price is $735,276 and the median unit price is $495,360.

Based on 40 percent serviceability, households need a total income of $109,939 to afford a home loan for a house and $74,066 for a unit. The city’s actual median household income is $108,057.

Hobart

Hobart’s median house price is $692,951 and the median apartment price is $522,258.

Based on 40 percent serviceability, households need a total income of $103,610 to afford a home loan for a house and $78,088 for a unit. The city’s actual median household income is $89,515.

Darwin

Darwin’s median house price is $573,498 and the median unit price is $367,716.

Based on 40 percent serviceability, households need a total income of $85,750 to afford a home loan for a house and $54,981 for a unit. The city’s actual median household income is $126,193.

Canberra

Canberra’s median house price is $964,136 and the median apartment price is $585,057.

Based on 40 percent serviceability, households need a total income of $144,158 to afford a home loan for a house and $87,478 for a unit. The city’s actual median household income is $137,760.

Australian shoppers adopt new strategy for Boxing Day sales

The thrill of bargain shopping is no longer the strongest draw for the post Christmas sales period

New research suggests spending 40 percent of household income on loan repayments is the new normal