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More Australians are gearing up to take part in End of Financial Year (EOFY) sales, with new PayPal research showing that 71 per cent plan to shop this June, almost double the 38 per cent who said the same last year.
The spike in participation is being driven by cost-of-living pressures, with many consumers seeing major sales events as a key strategy for managing household budgets.
Rising Costs Drive Bargain-Hunting Behaviour
According to PayPal’s findings, 76 per cent of Australians say inflationary pressures have made them more likely to shop during discount periods. A further 85 per cent say they are more price conscious now than five years ago.
Cathy Jamieson, Head of Consumer Research at PayPal Australia, said the data reflects a shift in how Australians approach spending.
“This EOFY, Australians are proving that bargain-hunting is more than just a habit – it’s a strategy for navigating economic tensions,” Jamieson said.
“Three quarters of Australians say that online sales events can help them manage cost of living pressures. While sales can be a great way to save money on things you need or already intend to buy, it’s important to plan purchases and set budgets to avoid impulse buys and overspending.”
Younger Shoppers Lead The Charge
Interest in EOFY sales is highest among younger Australians, with 81 per cent of Gen Z and 82 per cent of Millennials planning to shop this month. That compares to 67 per cent of Gen X and just 50 per cent of Baby Boomers.
Those in the ‘Sandwich Generation’ – managing both children and elderly parents – are even more likely to take part, with 86 per cent intending to shop EOFY deals.
The research also shows that many Australians now delay purchases to coincide with sales. Sixty-nine per cent said they actively time their shopping to align with major discount periods.
Online Seen As Best For Deals
Most Australians believe the best discounts are found online, with 71 per cent holding that view. Even among in-store shoppers, 69 per cent say they check prices on their phones while browsing to ensure they are getting the lowest price.
Jamieson said this behaviour shows shoppers are becoming more strategic in how they manage their spending.
“There’s a growing awareness of the tools available to compare prices in real time and avoid buyer’s remorse,” she said.
What Shoppers Are Buying
Top categories for EOFY shoppers include fashion and clothing (42 per cent), followed by electronics (33 per cent), health and beauty (30 per cent), and books, games or hobbies (25 per cent).
Other categories drawing interest include homewares and garden items (24 per cent), sporting gear and outdoor goods (16 per cent), tax-deductible expenses (14 per cent), and online courses or educational materials (11 per cent).
Safety And Planning Still Important
PayPal is encouraging consumers to stay cautious and prepare ahead of sales events. Its tips for safer shopping include:
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- Planning purchases and setting budgets before shopping
- Avoiding suspicious or poorly designed websites
- Reading customer reviews for unfamiliar sellers
- Verifying return policies
- Comparing prices between retailers on the day
- Using secure payment options to protect financial details
Methodology
The 2025 EOFY research was based on an online study conducted by YouGov with a sample of 1,044 Australians aged 18 to 75. The 2024 comparative data came from a study conducted by PureProfile with 1,000 respondents. Both surveys were weighted for national representation.
Last Updated on June 6, 2025 by Nick Ross
