As shoppers gear up for Christmas shopping and end-of-year sales, pharmacy assistants need to be prepared for a surge in foot traffic and customer queries.
According to Monash Business School’s Australian Consumer and Retail Studies (ACRS) annual report, nearly two-thirds of shoppers plan to make purchases during the end-of-year sales, with 91% of Australians expected to splurge more on Christmas gifts this year compared to 88% in 2023.
Key trends impacting retail pharmacy
The ACRS 2024 Christmas and Seasonal Retail Trends Report highlights the following insights, which are important for retail pharmacies and pharmacy assistants:
- Product focus: Popular Christmas purchases include personal care items (28%), which could drive demand for gift sets, skincare and fragrances stocked in pharmacies.
- Customer interaction: With 84% of shoppers planning to visit physical stores, pharmacy assistants can expect increased in-store traffic and greater opportunities to assist with gift ideas and sales.
- Earlier Christmas retail: Shoppers are starting their Christmas shopping earlier each year, and according to Stephanie Atto, Research and Strategy Director at ACRS, “2024 is no exception due to an ever-expanding Australian retail sales calendar”. So be prepared early for those Christmas shoppers coming through your doors!
Cost-of-living pressures
While cost-of-living pressures are steering consumers toward value-driven purchases and sales opportunities, pharmacy assistants can play a pivotal role in guiding customers to affordable gift ideas.
“With cost-of-living pressures and elevated inflation an ongoing concern for Aussies […] sales events offer a welcome reprieve and an opportunity to snatch a bargain in time for Christmas,” Ms Atto said.
By staying informed and customer-focused, pharmacy assistants can help their stores stand out during one the busiest shopping seasons of the year.
