Australians spend more in summer than any other season, new analysis from Westpac DataX released by oOh!media has found, revealing that $166 billion is splashed out between December and February. Despite being a prime time for marketers and advertisers to reach consumers ready to spend, many are failing to capitalise on this boom.
The exclusive Westpac DataX findings reveal summer spending generates 16 million more transactions than winter, with discretionary purchases alone rocketing by $2.9 billion. Categories such as supermarkets, fashion, cosmetics, electronics, and leisure all experience growth, driven by higher mobility, warmer weather, and consumer optimism.
Jewellery spend increases by 31 per cent, while office and education supplies rise 26 per cent as Australians prepare for the year ahead.
The seasonal surge kicks off in November, with $8.7 billion spent during the four days between Black Friday and Cyber Monday in 2024, equating to nearly $1.5 million per minute. That momentum continues into the new year, with January 2025 retail spending hitting $37 billion, up 3.8 per cent year-on-year, fuelled by extended activity from the Boxing Day sales period.
However, despite the sharp uptick in both transactional and discretionary spend, which suggests summer is no longer just a Christmas and New Year retail moment, many marketers are failing to capitalise on this spending boom.
“Summer is a high-mobility season when people are spending, socialising and travelling more than ever. At the same time, many traditional media channels go quiet. With the non-rating TV period and popular radio presenters taking leave, brands often reduce their presence in market, missing a key window to connect when Australians are most active and ready to spend,” Melinda Duffy, head of product at oOh!media said.
“This data shows how seasonal shifts are reshaping how brands should approach campaign planning across the summer period, but too often, the brands themselves are absent.
“Out of Home remains a highly visible and effective channel during this time. A Grey Goose ‘Vive La Vodka’ campaign last summer that tapped into retail, rail and billboard environments, saw the brand record a 21 per cent increase in buyers, a 34 per cent uplift in transactions, and a 14 per cent rise in brand penetration year-on-year,” she added.
Research from Analytic Partners supports the trend, showing OOH delivers a 2.6 per cent increase in advertising effectiveness during the summer months.
The findings were revealed at an industry event hosted by oOh! at The Trust in Melbourne, where 100 agencies and clients explored how changing summer behaviours are influencing media and marketing decisions for the season ahead.
The event also featured consumer futurist Amanda Stevens, who delivered a keynote on ‘The Consumer of Tomorrow,’ highlighting how evolving expectations, advances in technology and shifting values are set to redefine the way Australians connect with brands, particularly during the summer period.
