Australians Spent $175 Billion Last Summer

Australians spent $175 billion during the 2025/26 summer season, marking a $9 billion increase over the previous year according to Westpac DataX analysis released by oOh!media Limited (ASX:OML). The 5.4 percent rise underscores the resilience of seasonal spending habits even as households navigate ongoing cost-of-living pressures. Discretionary categories alone accounted for $91 billion, with consumers continuing to prioritize experiences, travel, and major cultural events. The findings build on oOh!media's proprietary research confirming summer as Australia's largest spending season, a trend that has persisted despite economic headwinds.

How much did Australians spend during summer 2025/26?

Total consumer spending reached $175 billion across the summer period, representing a $9 billion or 5.4 percent increase compared to the prior year according to Westpac DataX. Discretionary spending drove a significant portion of this total at $91 billion, as consumers maintained their focus on experiences and activities despite broader economic pressures. Grocery spending also climbed to $21 billion, up $677 million from winter months, reflecting seasonal rituals such as Christmas celebrations, barbecues, long weekends, and home entertaining. The data, drawn from de-identified transaction records, provides a comprehensive view of how household budgets shift across the calendar year.

Which categories saw the strongest growth during the summer season?

Theme park visits recorded one of the most notable increases, rising 30 percent year-on-year as warmer weather drew more Australians outdoors. The great Australian road trip showed no signs of slowing, with 485,000 additional people undertaking long-distance travel compared to the previous summer. Travellers directed almost $6 billion into regional Australia and $7.8 billion across metropolitan areas, illustrating the geographic spread of seasonal spending. Fashion, hospitality, travel, and beauty categories continued to drive discretionary outlays alongside everyday essentials such as supermarkets, according to Westpac DataX analysis.

How did major retail events perform during the summer period?

Black Friday and Cyber Monday delivered $9.5 billion in spending across four days in 2025, a 4.5 percent increase on the previous year, with shoppers spending the equivalent of $1.65 million every minute during the promotional window. The Australian Open generated $2.8 billion in spending across Greater Melbourne as local and international tennis fans attended the year's first Grand Slam tournament. These concentrated spending moments are arriving earlier in the season, prompting marketers to reconsider the timing and placement of their investments to align with shifting consumer behavior patterns.

What does the data reveal about consumer resilience amid cost-of-living pressures?

According to Lila Conomos, head of Westpac DataX, summer spending habits remain remarkably resilient even as cost-of-living pressures continue to weigh on household budgets. Consumers are prioritizing experiences and moments that matter, from road trips to major cultural events. The de-identified transaction data provides a unique view into how spending patterns shift across the year, offering brands and marketers valuable insight to pinpoint the right time and place to influence purchase decisions.

How are media investment patterns shifting in response to seasonal spending?

Mel Duffy, head of POLY strategy and partnerships at oOh!media, stated the data shows a clear gap between consumer behaviour and media investment. Despite cost-of-living pressures, people have not stopped spending, travelling, or seeking experiences during this period. Over the past summer, oOh!media's brief value rose by 21 percent, with stronger investment flowing into formats synonymous with seasonal movement and travel. Rail formats increased 29.1 percent, Airports grew 23.8 percent, and Street formats rose 16.4 percent year-on-year, reflecting where brands are choosing to meet consumers during peak seasonal activity.

Why are brands adjusting their seasonal media strategies?

Major spending moments are arriving earlier in the season, prompting marketers to rethink when and where they invest. More brands are engaging earlier to plan for key seasonal opportunities, according to oOh!media. The company's network connects brands with Australians across the places, journeys, and moments that define the summer season.

What role does transaction data play in understanding seasonal patterns?

Westpac DataX's de-identified transaction data provides a unique view into how spending patterns shift across the year, according to Lila Conomos. For brands and marketers, this insight helps pinpoint the right time and place to influence purchase decisions. The data captures both discretionary and essential spending categories, revealing how rituals such as Christmas, barbecues, long weekends, and home entertaining drive grocery spending to $21 billion during summer months — a $677 million increase over winter.

How significant is regional versus metropolitan summer spending?

Travellers spent almost $6 billion in regional Australia and $7.8 billion across metropolitan areas during the summer season, highlighting the scale of how Australians move and spend during warmer months. The 485,000 increase in long-distance travellers compared to the previous year suggests continued appetite for domestic travel.