Retailers across Melbourne are bracing for the annual surge of last-minute Christmas shoppers, even as industry experts note a growing trend of early purchases. While many shoppers scramble to complete their gift lists, major shopping centers are adjusting their hours to accommodate the rush. Some will remain open until midnight on Tuesday, but by Wednesday, most will revert to their regular closing time of 6 PM.
Despite the shift towards early shopping, certain purchases, particularly fresh produce, necessitate last-minute buys. At Queen Victoria Market, traders are preparing for an intense period, with Christmas Eve shifts starting as early as 2 AM.
Market Hustle and Bustle
At the heart of this frenzy is M&G Caiafa, a specialty bakery at Queen Victoria Market. Staff will begin their day nearly three hours earlier than usual on Wednesday, having spent weeks preparing orders to ensure fresh goods are ready for Christmas. By 5 AM, doors open to eager customers, and by 10 AM, the bakery expects to have sold about 1,000 croissants. The momentum continues, with 2,000 baguettes sold by 11 AM.
The effort is worthwhile, as the Christmas period accounts for approximately 50% of the bakery’s annual revenue, with Christmas Eve being the busiest day. M&G Caiafa, a family-run business for 52 years, sees this time as crucial to their fortunes. Mary-Jane Caiafa, daughter of the founders, reflects on the changing dynamics of the market.
“There’s a big rush at the moment, but I just remember the market always being like this 20 years ago,” she said. “The Christmas hype [used to be] double what we get now in terms of customers coming through.”
Meanwhile, the market’s fruit vendors will capitalize on the demand for seasonal berries and stone fruits, starting at 5 AM and continuing until they sell out. Specialty clothing stores will also see brisk business from 9 AM to 3 PM.
Changing Shopping Habits
The last-minute rush at Queen Victoria Market stands in contrast to broader shopping trends. Increasingly, Australians are opting to shop earlier, influenced by the cost-of-living crisis. The Australian Retailers Association notes that November has become the new December for shopping, with many taking advantage of Black Friday sales.
Fleur Brown from the Australian Retailers Association highlights this shift as a response to financial pressures.
“People are trying to manage their household budgets,” she said. “November is the new December, and retailers are seeing the spending even out.”
According to the association, shoppers are expected to spend $72.4 billion over the six-week pre-Christmas period, marking a 4% increase from the previous year. Brown emphasizes the significance of this period for retailers.
“A lot is riding on the outcome of this six-week period, some retailers make two-thirds of their profits at this time of year,” she said.
Looking Ahead
With the holiday season in full swing, Brown advises last-minute shoppers to be considerate of retail staff, many of whom are under stress and may be working their first jobs.
“It’s an intense period, tempers fray, but we don’t want their experience to be a harrowing one,” she said.
Retailers are keeping all possible avenues open for last-minute sales, including bolstering online shopping options. As Melbourne’s retailers navigate this critical period, the balance between early and last-minute shopping continues to evolve, reflecting broader economic trends and consumer behavior.
