Key Facts:
PayPal’s 2026 EOFY Shopping Report Reveals:
· 71% of Aussies plan to shop the EOFY sales this year – matching 2025’s findings and showing demand is holding firm despite ongoing cost pressures.
· 83% of Australians are more price conscious than a year ago, and 78% are turning to sales events to stretch every dollar.
· 74% say cost-of-living pressures make them more likely to shop sales events, making EOFY a critical moment on the retail calendar.
· Consumer spending looks resilient: 59% of EOFY shoppers plan to spend the same or more than in 2025
· 37% of EOFY shoppers rate EOFY deals as better than other sales periods.
· 73% of Australians find shopping sales events online faster and more convenient; though 58% are concerned about scams.
Sydney, June 2026: The end of financial year (EOFY) sales are set to retain their place as one of Australia’s most important retail moments. New research from PayPal shows over seven-in-ten Australians (71%) plan to shop the sales this year – the same rate as 2025 – despite 83% saying they’re more price conscious than they were a year ago.
PayPal’s new data indicates that household budget pressure isn’t dampening enthusiasm for EOFY sales – it’s fuelling it. Three-in-four Australians (74%) say cost-of-living impacts have made them more likely to shop during sales events like EOFY and 70% believe online sales events actively help them manage cost-of-living pressures.
As Cathy Jamieson, PayPal Australia’s Head of Consumer Research explains Aussie shoppers are choosing to leverage sales moments strategically: “The economic backdrop, from ongoing tariff impacts to geopolitical uncertainty, is making Australians more deliberate with every dollar they spend. Shoppers are actively waiting for sale moments like EOFY before they buy, particularly for big tickets items.”
Price is the driver, but Aussies are ready to treat themselves
While bargain-hunting is the top motivator for shopping the sales, Aussies aren’t just buying necessities. Nearly half (49%) of EOFY shoppers plan to buy something for themselves, 43% will stock up on everyday essentials and a third (33%) are using EOFY as a head-start on Christmas and holiday gift shopping
When it comes to the discounts and deals on offer, 37% of those planning to shop, rate
the deals available during EOFY better than those in any other sales period.
As Ms. Jamieson mentions, for retailers this offers a huge opportunity: “EOFY gives retailers a genuine window to win customers. Shoppers are actively hunting for the best deals, whether they’re treating themselves or restocking household essentials, and they will move to whoever offers the most compelling value. The opportunity is there for retailers who show up with the right offer.”
Spend looks resilient, categories are broad
When it comes to the amount Australians are planning to spend during the sales period, 59% of EOFY shoppers plan to spend the same or more than they did in 2025.
Aussies are hunting for the best value for money across a broad range of categories, with fashion and clothing number one (48%), followed by electronics (41%), and health and beauty (33%).
Online shopping more popular than bricks and mortar, but Aussies are scam conscious
Nearly three quarters of Australians (73%) say shopping sales events online is faster and more convenient than going in-store, and 68% believe the deals are better online. AI is now a standard part of the online shopping toolkit: 54% of Australians have used AI tools for product inspiration (up from 48% in 2025), and 46% have used AI to hunt for discounts and the lowest prices.
However, convenience comes with a concern. Nearly six-in-ten Australians (58%) say they are concerned about being scammed or falling for a fake offer or website when shopping online sales events – including one-in-four (24%) who are very concerned.
As Ms. Jamieson says, shoppers need to balance their enthusiasm for securing the best deal with sensible online shopping habits.
“Major sales events are a great opportunity to save money, but unfortunately prime time for scammers. It’s never been more important to shop with your guard up. Stick to trusted retailers, check you’re on a legitimate site, and use a secure payment method.
“That’s where PayPal’s Buyer Protection gives shoppers an extra layer of confidence. If an eligible purchase doesn’t arrive or isn’t as described, PayPal can step in to help make it right – so shoppers can focus on finding a great deal, not worrying about what happens if something goes wrong.”
