أنفق الأستراليون 175 مليار دولار الصيف الماضي

أنفق المستهلكون الأستراليون 175 مليار دولار خلال موسم الصيف 2025/26، مدونين زيادة 9 مليارات دولار أو 5.4 في المئة مقارنة بالسابقة، وفقاً لتحليل جديد من Westpac DataX صدر عن oOh!media Limited (ASX:OML). وبناءً على بحوث oOh!media الخاصة، أظهرت أن الصيف هو موسم الإنفاق الأكبر في أستراليا، وظل النمط قائماً malgré cost-of-living pressures. وفي حين وصلت النفقات الاختيارية إلى 91 مليار دولار طوال الموسم، وفقاً لـ Westpac DataX، واصل المستهلكون أولويّة التجارب والأنشطة.

ما drove الزيادة في إنفاق الصيف؟

بناءً على Westpac DataX، واصل फैاشن، والضيافة، والسفر والجمال قيادة الانفاق، إلى جانب فئات everyday مثل السوبر ماركت. ووصلت إنفاق المواد الغذائية إلى 21 مليار دولار خلال أشهر الصيف، بزيادة 677 مليون دولار على شهور الشتاء، حيث حافظ الأستراليون على التقاليد الموسمية بما في ذلك احتفالات الكريسماس، والشواء، والعطلات الطويلة والترفيه المنزلي. وفقاً لـ Lila Conomos، head of Westpac DataX، أثبتت عادات إنفاق الصيف resilience remarkable حتى مع ضغوط تكلفة المعيشة، حيث يواصل الناس أولويّة التجارب واللحظات التي تهم. وتوفّر بيانات المعاملات المجهولة عرضاً فريداً into كيفية تحول أنماط الانفاق على مدار العام، مقدمة insight للبراندز والماركeters pinpoint الوقت والمكان المناسبين to influence purchase decisions.

How did travel and tourism perform?

Domestic travel showed growth across the summer period، according to Westpac DataX. Visits to theme parks saw one of the most significant rises، increasing 30 per cent year-on-year as warmer weather drew more Australians outdoors. The great Australian road trip showed continued momentum، with 485,000 more people travelling long distances compared to the previous year. Travellers spent almost $6 billion in regional Australia and $7.8 billion across metro areas، according to Westpac DataX.

Which out-of-home formats saw the strongest growth؟

According to oOh!media، over the past summer its brief value rose by 21 per cent، with stronger investment flowing into formats synonymous with seasonal movement and travel. Rail formats rose 29.1 per cent year-on-year، followed by Airports at 23.8 per cent and Street formats at 16.4 per cent، according to oOh!media. According to Mel Duffy، head of POLY strategy and partnerships at oOh!media، the data shows there is a clear gap between consumer behaviour and media investment and brands need to be present when seasonal moments happen.

What role did major cultural events play؟

According to Westpac DataX، major spending moments are arriving earlier in the season، prompting marketers to rethink when and where they invest. Black Friday and Cyber Monday delivered $9.5 billion in spending across four days in 2025، up 4.5 per cent on the previous year، with shoppers spending the equivalent of $1.65 million every minute. During the Australian Open $2.8 billion was spent in Greater Melbourne، as local and international tennis fans were drawn to the first Grand Slam of the year.

How resilient is consumer spending amid cost-of-living pressures؟

According to Westpac DataX، summer spending habits have remained resilient despite cost-of-living pressures. The 5.4 per cent year-on-year increase was reported alongside the observation that people continue to prioritise experiences and seasonal rituals، according to Westpac DataX.

What does this mean for marketing investment timing؟

According to Westpac DataX and oOh!media، the arrival of major spending moments earlier in the season is prompting consideration of investment timing. The concentration of spending around Black Friday and Cyber Monday and the Australian Open creates predictable peaks that brands can plan around، according to the same sources.

Why it matters

For small businesses، the $175 billion summer spend reported by Westpac DataX represents a concentrated period of consumer activity. The data shows spending on experiences، travel، dining and seasonal traditions continued، with almost $6 billion in regional travel spend and $7.8 billion in metro areas، and $9.5 billion across Black Friday and Cyber Monday and $2.8 billion during the Australian Open period، according to Westpac DataX. Understanding when and where consumers spent، as shown in the transaction data، may help businesses align operations and promotion with documented peaks. The increases in Rail، Airports and Street formats reported by oOh!media reflect patterns of consumer movement during the period.