Afterpay’s annual Afterpaid 2025 Report that analysed anonymised transaction data from 4.1 million customers nationwide, charts the products, experiences and everyday indulgences that shaped the Australian retail mood in 2025.
From baggy jeans paired with fitted cardigans, LED masks alongside lube, and hotel escapes booked next to camping chairs, Australians invested in things that complement the lifestyles they want to live.
With predominantly Gen Z and Millennial customers, Afterpay’s data offers a front-row seat to the country’s most comprehensive real-time retail checkout tracker- and this year’s biggest must-haves, cult favourites and curveballs came through loud and clear.
The Afterpay Slay Score
Some of the most popular Afterpaid purchases in 2025 included Booking.com hotel stays, Nike Tuned 1 sneakers, Hot Wheels Monster Trucks Live and Mycar wheel alignment.
The Plot Twists Nobody Saw Coming
While Nike sneakers and Labubu dolls were predictable winners, 2025’s curveballs included wheel alignments, Nespresso’s limited-edition peppermint coffee (which went viral almost overnight among Gen X and Millennials), and adult role-play costumes. These unexpected heroes prove Australian shopping habits are anything but boring.
The Trends That Defined 2025
Experiences Take Centre Stage
Aussies leaned heavily into making memories, with hotel bookings, festivals, live shows, wine tours and boat parties all soaring. Hotels.com purchases jumped 73 per cent, while boat party tickets rose 104 per cent. The surge demonstrates how flexible payments have democratised access to experiences previously considered luxury purchases.
Fashion That Breaks the Rules
2025 belonged to contradictions that somehow worked. Baggy jeans and ultra-baggy sweat pants dominated Gen Z wardrobes (57 per cent). Fitted cardigans became the surprise top, signalling a shift away from oversized silhouettes. Bag charms were the micro-accessory moment of the year. Mesh flats rose 96 per cent and ballet flats stayed strong (+34 per cent). Cowboy boots had a cultural moment – selling five times more in Sydney and Melbourne than in Queensland. The shoe revolution Nike Tuned 1 cemented itself as Australia’s default sneaker, with Gen Z accounting for 44 per cent of purchases, while Kitten heels climbed 193 per cent.
Beauty’s Big Glow-Up
2025 was peak self-care with swagger. Women invested in tech-first beauty, with LED masks up 95 per cent, press-on nails up 93 per cent and gua sha tools up 80 per cent. Ice rollers rose 47 per cent. Men doubled down on haircare, grooming and teeth, with tooth whitening kits up 115 per cent.
Homes Get a Glow-Up
Shoppers invested big in comfort and clever upgrades. Bar carts soared 117 per cent, signalling a rise in home entertaining. Wall sconces surged 43 per cent and pendant lighting jumped 52 per cent. Robot vacuums cleaned up among Millennials (49 per cent). Storage, bedding and mattress purchases all climbed as Aussies refreshed their nests.
Tech, Gaming & At-Home Optimisation
Aussies levelled up content creation, doubled down on device protection, and embraced wellness tracking. Glass screen protectors were among the top tech purchases. E-readers jumped 352 per cent (#BookTok strikes again). Ring lights rose 133 per cent, peaking on 14 January. Smart rings climbed 34 per cent. Walking pads hit peak demand during the New Year return-to-routine spike.
X-Rated Purchases Go Mainstream
Australians ditched the stigma and shopped confidently. Role play outfits surged 292 per cent. Lingerie (+26 per cent) and lace sets (+25 per cent) were strong performers. Smaller, simpler options were in demand – with Lovehoney’s 6-inch Classic Realistic dildo one of the top adult items of the year.
Sport, Outdoors & the Rise of “Comfort Adventure
2025 was the year of happy campers and comfy adventurers. Camping chairs dominated outdoor purchases. Inflatable paddleboards were especially popular with women (55 per cent of sales). Golf clubs continued their cool factor rising (+46 per cent). Hammock sales spiked on 2 February, led by NSW and QLD.
“Australians voted with their wallets for joy, comfort and self-expression,” said Emily Marshall, director of trade partner marketing APAC at Afterpay.
“Afterpaid 2025 paints a picture of a country that’s savvy, culturally plugged-in and unafraid to embrace contradictions. It’s a real-time snapshot of how we live, spend and express ourselves – and that’s what makes this report so uniquely Australian.”
As we head into 2026, the data suggests Australians will continue prioritising experiences over possessions, comfort over conformity, and authentic self-expression over throwaway micro-trends – with Afterpay enabling every purchase along the way.
