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What are kids asking Santa for this Christmas?

Dear Santa letter

Latest insights from Roy Morgan and the Australian Retailers Association have highlighted what makes the cut on Christmas wish lists this year, with sales expected to top $52.7 billion.

Previous research from accounting firm Deloitte found that many businesses are pinning their hopes on a Christmas spending miracle, with fewer retailers confident that this year will be busier than 2018.

And, according to Roy Morgan and the ARA, they may get at least a minor miracle.

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Their joint forecasts are for a 2.6 per cent rise in retail sales over the 2019 Christmas trading period, up on the $51.4 billion Aussies spent last year and well above the current inflation rate of 1.7 per cent.

What’s ‘really cool’ this Christmas?

According to Roy Morgan’s Young Australian Survey, the “coolest” thing among Australian kids and teens in 2019 is Netflix.

In the year to June 2019, the pollster sought the views of 2,226 Aussie children between the ages of six and 13 years, and found that the subscription television and video streaming service ranked the best, with 66 per cent rating Netflix as “really cool”.

Next on the list was Apple’s iPad (a 60 per cent cool rating) followed by the company’s iPhone (53 per cent).

All three were more popular with girls than boys. Girls also were more likely to rate Harry Potter and reading books.

Meanwhile, for boys, computers in general, Nike and computer games Minecraft and Fortnite were their most highly rated.

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Nike and reading books were the only non-tech-related items on the list.

“For parents who really want to win favour with their kids, a Netflix subscription may well account for part of [their Christmas] spending,” said Roy Morgan’s Michele Levine.

“No doubt Disney will be also hoping streaming and subscription TV services are on parents’ radars when it comes to gifts for their children, with its Disney+ launched just in time for Christmas.

The full Kids’ Cool List, with the percentage of kids rating it as “really cool”, is below (red indicates more popular with girls, blue indicates more popular with boys):

  • Netflix – 66 per cent 
  • iPad – 60 per cent 
  • iPhone – 53 per cent 
  • Computers in general, including laptops and tablets – 47 per cent 
  • Nike – 46 per cent
  • Minecraft (computer game) – 43 per cent 
  • Fortnite (computer game) – 43 per cent 
  • PlayStation 4 – 42 per cent 
  • Harry Potter – 40 per cent 
  • Roblox (computer game) – 39 per cent 
  • Reading books – 37 per cent 
  • Xbox One – 36 per cent 

By comparison, here is a look back at some of the most popular Christmas gifts of 2018.

Adam Zuchetti

Adam Zuchetti

Adam Zuchetti is the editor of My Business, and has steered the publication’s editorial direction since early 2016. 

The two-time Publish Awards finalist has an extensive journalistic career across business, property and finance, including a four-year stint in the UK. Email Adam at This email address is being protected from spambots. You need JavaScript enabled to view it.

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