Shopify Records 16.9 Per Cent Lift In Australian Buyers As World Cup Fever Boosts Soccer Sales

New End of Financial Year (EOFY) sales data from Shopify shows Australian shoppers continued to spend during peak sales seasons, with the number of consumers in Australia buying from Shopify merchants in June increasing 16.9 per cent year on year, comparing June 2026 with June 2025.

The findings come as research from the Australian Retail Council (ARC) and Roy Morgan forecasts EOFY sales spending will reach $10.7 billion, suggesting shoppers are still responding to major retail moments despite ongoing cost of living pressures.

That same research shows overall EOFY spending is forecast to grow by just 1.9 per cent this year, well below inflation, with around 6.1 million Australians (26 per cent) planning to shop during the sales.

Necessity purchases dominate

Shopify has also analysed its first-party platform data to reveal Australia’s top shopping trends from June 2026. The top ranking categories in this EOFY sales period were clothing, personal care and health care as more shoppers focus on necessity purchases.

The top trending product categories in June 2026 compared with May 2026, measured by month-on-month changes in sales on the Shopify platform in Australia, included:

• Handheld two way radios: 769.8 per cent increase
  
  
• Keyboard stabilisers: 353.9 per cent increase
  
  
• Puffer jackets: 279.7 per cent increase
  
  
• Keyboard keys and caps: 278.5 per cent increase
  
  
• Posters: 240.0 per cent increase
  
  
• Windfoiling: 236.6 per cent increase
  
  
• Group tents: 225.2 per cent increase
  
  
• Hair gels: 223.2 per cent increase
  
  
• Food processor accessories: 221.0 per cent increase
  
  
• Stovetop kettles: 208.7 per cent increase

Where Australians choose to spend

Shaun Broughton, Managing Director, APAC And Japan at Shopify, remarked that the EOFY period is revealing how Australians are shopping in a more challenging environment.

“While the cost of living pressure continues to shape household budgets, consumers are still spending during key promotional periods, and retailers need to be ready to capture that demand,” he commented.

“Shopify’s June data shows the number of consumers in Australia buying from Shopify merchants in June has increased 16.9 per cent YoY, with clothing, personal care and health care among the top selling categories.

“What’s most revealing isn’t simply that Australians are still spending, but where they’re choosing to spend. The retailers performing well are the ones making it easy for customers to find value, shop confidently and buy through the channels they prefer.”

Households remain cautious

The ARC and Roy Morgan research paints a more restrained picture of household budgets heading into the sales period.

ARC Chief Industry Engagement Officer Fleur Brown observed that the findings highlight the growing pressure on households.

“EOFY provides Australians with an opportunity to secure discounts on a wide range of products and household purchases and retailers are working hard to offer compelling deals and significant discounts. Despite the obvious appeal of a bargain in a tough economy, consumers remain reserved,” she stated.

“While spending is forecast to increase modestly over last year, the growth remains well below inflation and signals Australian consumers are carefully managing every dollar.”

The research found Australians aged 35 to 49 taking part in the sales are expected to spend less than both younger and older consumers, averaging $1,464 during EOFY sales compared with $1,946 for Australians aged under 35 and $1,993 for those aged 50 to 64.

“The research suggests Australians in their peak mortgage and family-raising years remain more restrained than other age groups when it comes to EOFY spending,” Brown added.

World Cup fever hits the checkout

The latest data from Shopify also shows that World Cup fever has been hitting Australia, with a number of soccer-related product categories recording strong year-on-year sales growth.

Soccer shoes and boots climbed 614.5 per cent year on year as more Australians get laced up for a kick about.

Soccer gloves increased 173.6 per cent year on year following the goalkeeping performances of Patrick Beach in the group stage, raising the question of whether he is inspiring the next generation of Australian goalkeepers.

More generally, jerseys (up 405.8 per cent year on year) and sports uniforms (up 132.4 per cent year on year) saw sales boosts on Shopify, with soccer likely driving an increase in kit purchases.

The World Cup figures reflect Shopify Australian merchant sales in the week commencing 22 June 2026 compared with the same period in 2025.

Last Updated on July 2, 2026 by Nick Ross