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AUSTRALIA is set to splurge more than $48 billion in retail stores this Christmas, with electronic product makers and big name brands expected to pocket the lion's share when it comes to gifts for children.
According to the Roy Morgan's Young Australian Survey, kids are chasing nothing but the best in 2016, with products from companies including Apple and Lego at the top of the wish list.
Australian Retailers Association Executive Director Russell Zimmerman says even though trends and hot products often change, kids continue to stick to their favourite brands.
"Year on year we see 'cool' products come and go, however the brand remains the same, and this research shows that Apple is still number one and two on the kids Christmas wish list," says Zimmerman.
"It's all about brands and electronics this Christmas, kids want the best of the best and will settle for nothing less."
Out of 3,000 surveyed kids, Apple products top the 'cool list' with 69 per cent of children voting the iPad as the best gift this Christmas.
Just over half of children believe the iPhone would also make a nice stocking surprise.
"It's not surprisingly that digital devices would be well received, as we have seen electronic sales figures increase year on year," says Zimmerman.
"With children's gifts set to account for a big slice of Christmas sales this year, it will pay dividends for Australian retailers to take note of the kids Christmas wish lists."
More than 35 per cent of kids rate pop culture brands including Nerf, The Simpsons, Nike, PlayStation 4, Star Wars and Harry Potter as cool Christmas gifts.
The survey has shown that iPads and iPhones are more popular with girls, whereas boys are more inclined to ask Santa for computers, laptops or Lego products.
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