Australians are set to spend $10.5 billion during this year’s EOFY sales. How much of it is on you?

Yep, you read that right.

Australians are set to spend $10.5 billion during this year’s EOFY sales – up $400 million in sales from 2024, and even more when compared against every year prior.

We’d know, as a digital marketing agency that’s been planning for this upcoming period since the last EOFY sales. 

But our friends at Meta echo this too, as EOFY isn’t just another retail moment.

It’s about to be one of the biggest spikes in considered consumer spending, where brands can truly capitalise on untapped potential if they make the right noise in all the right places.

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Why is EOFY a different kind of sales moment?

EOFY discounts aren’t just Black Friday’s impulsive cousin. It’s the opposite.

Per consumer behaviour trends straight from Meta’s market research and data…, 

• Black Friday / Cyber Monday = Impulse buys, want over need.
• EOFY = Considered purchases, oftentimes needs over wants.

April, May and June are when most people have finally settled into the business-as-usual, and you can’t actually call it a new year any longer. March is pushing it a little, but by the second quarter? It’s routine, it’s normalcy, it’s when the urge to level up creeps in.

People are upgrading their laptops, sprucing up the office, investing in their homes – not just snatching up novelty waffle makers because they’re half price.

For us (*or me, writing this now), I’m deliberating on a new coffee table I’ve thought about for three months. And a pair of boots that’s been sitting across multiple tabs I’ve kept open – from different online stores and retailers – since February.

But the point is, EOFY is a time when wallets are open and minds are made up. 

Your brand just needs to be seen when that decision clicks.

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What are Aussies buying?

According to PayPal, here's where Aussie shoppers are focusing this EOFY:

• Clothing – 51%
• Electronics – 31%
• Home & Garden – 26%
• Health & Beauty – 26%
• Tax Deductibles – 12%

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Still practical, but also open to the justified splurge. 

And according to Google Trends, searches for “deals” hit their peak at the end of June. That’s when intent is hottest, so it’s not the time to be timid. ASK THEM OUT! (To your cart…)

EOFY shoppers also come in three forms:

• Impulse Indulgers: Emotionally driven and ready to spend.
• Planned Purchasers: Already researching their dream upgrades.
• Business Buyers – Looking to optimise tax time with smart spends.

The best digital marketing strategies speak to all of them. 

Which is where our piece on Creative Optimisation & Diversification comes in, where you can read more about all things Meta Ads messaging. 

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Which takes us to… Meta Ads.

Paid Social isn't just part of the funnel – it is the funnel.

From discovery to post-purchase, Meta Ads (which includes the likes of Instagram Ads, Facebook Ads, Reels, the whole shebang) consistently ranked as the most influential channel across every stage of the buying journey:

• 52% discovered products on Meta, 
• 43% evaluated options on Meta,
• 38% purchased via Meta,
• 31% stay engaged post-purchase on Meta.

Via Meta’s Advantage+ Campaigns, you can push even harder to get those conversions during EOFY, especially when high-intent users are already keeping their eyes peeled for offers.

Meta’s AI-powered Advantage+ Sales Campaigns during EOFY? Even better than BAU. 

• 17% improvement in costs per conversion,
• 32% increase in ROAS / return on ad spend.

Plug them into ad campaigns no matter the objective – from eCommerce / DTC to app downloads, leads, or traffic – and watch your results scale.

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But never neglect the omnichannel approach.

After all, 51% of shoppers are using both online and in-store channels this EOFY. So, optimising beyond Meta Ads, beyond Google Ads, TikTok Ads, beyond email just makes sense.

With omnichannel optimisation, you can:

• Drive in-store and web purchases with one campaign
• Reduce cost per conversion by 16%
• Increase store ROAS by 21%

It’s all about the buyer, we fear. All brands’ digital strategies need to meet their customers wherever they want to buy — not where it's easiest for them to advertise.

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Our mini checklist?

EOFY can be a $10 billion opportunity — but only if you’re ready to make the most of it. There’s still a wee bit of time before the peak peaks at the end of June, so remember to:

• Plan early
• Build awareness ahead of price drops
• Activate Advantage+ campaign on Meta
• Optimise for omnichannel
• Prepare ad budget in advance 

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Whilst it might be a little too late to enlist the support of a digital marketing agency for this upcoming EOFY, BFCM sales are just around the corner. And there’s definitely time to start chatting about that one (plus the next EOFY too). Get in touch with our experts here.