Retail therapy boom: What Australians are buying amid a cost of living crunch

Retail therapy boom: What Australians are buying amid a cost of living crunch

the main points
  • Australia Post has seen an increase in online shopping since last year, partly due to sales and promotions.
  • Shoppers are becoming more savvy and cost-comparative in the face of the cost of living crisis.
  • On average, 5.7 million Australian households shopped online every month during the quarter.
More Australians are shopping online despite facing multiple cost of living pressures – but they are buying less.
Online purchases rose 2 per cent in the 12 months to June 2024, according to a quarterly report from Australia Post on online spending habits across the country.

Data released Tuesday showed that special deals at the end of the fiscal year helped boost online shopping, with year-end sales up 4.4 percent compared to last year.

Fashion and clothing were the most popular deals, with purchases up 19 percent compared to last year.
Australians also spent a lot of money on health, beauty and leisure goods.

A similar trend was reflected at the end of the financial year in the latest figures from the Australian Bureau of Statistics, which found retail sales rose 0.6% in May due to promotions and discounts.

Chart showing the increase in online spending and which categories saw an increase.

source: SBS News

Robert Ewing, head of business statistics at the Australian Bureau of Statistics, said that while early promotions had attracted shoppers, retail spending remained stagnant and had risen by just 1.5 per cent since May 2023.

“Retailers continue to rely on discount offers and sales to stimulate discretionary spending, after spending was restrained in recent months,” Ewing said.

Shrinking shopping baskets

More than 5.7 million Australian households bought something online in the last quarter, but Australia Post has revealed online shopping baskets are shrinking.

Australia Post’s general manager of mail and parcels, Gary Starr, said spending habits had changed, with smaller, more frequent purchases.

“We know that shoppers are taking advantage of sales, managing the size of their baskets and using online shopping to help compare costs,” he said.
Australians are worried about sticking to their budgets as they face rising costs on essentials like food and rent. .
These volatile elements are affected by inflation, which according to data released by the Australian Bureau of Statistics in June.

State by State

According to Australia Post, Tasmania saw the biggest increase in online shopping, with a year-on-year increase of 8.1 per cent, followed by the Northern Territory (6.7 per cent) and Queensland (5.5 per cent).

South Australia recorded a 2.3 per cent increase, while Western Australia recorded a 0.4 per cent increase. Purchases in the Australian Capital Territory fell by 1.2 per cent, in Victoria by 1 per cent and in New South Wales by 0.3 per cent.

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