Shoppers forgo sleep for sales

More than 1 million bargain hunters are expected to take part in today's Boxing Day sales.

Keen shoppers wait for the doors to open this morning. Picture: Sarah Matray Source: Herald Sun

AS keen shoppers rush early to malls and stalls, retailers are expecting overall Boxing Day spending to top $1.8 billion.

The Australian National Retailers Association (ANRA) predicts Victorians will spend the most at $588 million, closely followed by NSW on $511 million.

Victoria has unrestricted trading across the state, but NSW has public holiday shopping restrictions outside tourist precincts.

Big spending is expected to continue across Australia on Thursday, with a predicted spend of $1.2 billion.

Spending for the first week of the sales is predicted to top $5.7 billion, with NSW spending the most at $1.7 billion followed by Victoria on $1.4 billion.

Clothing, homewares and electronics will be the most popular items bought, the ANRA says.

Thousands of shoppers have flocked to shopping centres around the country for one of the busiest trading days of the year.

Even Tiger Airways got into the act, promoting a two way round trip for travel in February or March 2013 on any of six routes on sale, with the return airfare from just $1. Normal Tiger RAW fare conditions apply for the outbound sector.

Hardcore bargain hunters were gathering outside David Jones in Bourke St, Melbourne as early as 6.30pm yesterday.

"We just didn't want to miss out," Yi Wen Tham, 21, said.

"I've only slept for about five minutes … we came so early because we were too late last year."

Wet weather in Brisbane has driven crowds to the city's major shopping centres this morning, and Adelaide shoppers have embraced Boxing Day sales, with Rundle Mall stores open on the public holiday for the first time.

Sydney shoppers were just as keen to get a bargain, also lining up last night to get their pick of the bargains when doors opened this morning.

David Jones chief executive officer Paul Zahra said the crowds outside his flagship store in Sydney this morning was a "great start'' to the annual sales.

"I was actually quite surprised there were hundreds of people queing up since last night,'' he said.

"They were all excited as they all raced in because of course the earlier you get here, the greater selection of merchandise you can buy.

"The sale is the best we have in the entire year, certainly for the season. It's not be missed.''

Mr Zahra said there were a lot of men in the crowds this year - something that he had never seen before during the Boxing Day rush.

The shoppers are set to save up to $600 million across Australia today as stores offer deeper discounts to attract consumers who have been buying from abroad or not at all.

Retailing experts said stores needed to work harder to get customers to open their wallets due to a combination of low consumer confidence, increasing preference for buying from overseas via the internet -- and because "25 per cent off" sales had lost their pulling power.

"At that level, I don't think you will get people rushing to clear your shelves," said Deakin University's Dr Steve Ogden-Barnes, who specialises in sales promotion management and shopping trends.

"The real bargain hunting has now moved beyond that. You really have to push out some big headline numbers.
"I think people are wanting to see 45 to 50 per cent off to get motivated."

Dr Ogden-Barnes said that on this day more than any other, shoppers target items at the biggest markdowns first.
"As a second glance they'll have a look at the 25 per cent off goods," he said.

While most shoppers would hit the traditional stores, Australian Retailers Association executive director Russell Zimmerman said online would play a bigger role than in any other year.

Dick Smith stores launched their sales online at 6pm on Christmas Eve.

Myer's Boxing Day campaign started at 9pm on Christmas Eve and David Jones's sales started online yesterday.

Mr Zimmerman said retailers expected a slight increase in spending this week after a tough 2012 for consumers and retailers.

"Consumers have had a tough 2012 with the introduction of the carbon tax, a soaring cost of living and mortgage stress from high interest rates."

Discounting would be deeper than last year, an industry source said.

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