By Brendan Straw, Shopfully Country Manager, Australia
Over the past year, research we conducted with YouGov has painted a clear picture of the modern Australian shopper and their mindset. We’re seeing the rise of a more intentional consumer: one who’s digitally fluent, highly value-driven, and unwilling to compromise on the purchases that matter most to them.
From the everyday essentials they refuse to give up – no matter the price hike – to the digital tools now embedded in their everyday routines, we’re seeing Australians are shopping smarter, not less. And as we look to 2026, the habits forming provide a strong indication of what lies ahead for retail.
The Shopping Strategist
This year, it’s clear that Australian households – from young professionals to families – are becoming increasingly sophisticated in the way they shop. After several years of grappling with cost-of-living pressures, consumers are more strategic, better informed, and more deliberate in their value-driven purchase decisions.
We’re seeing this play out through a combination of behaviours. From smaller basket sizes, more frequent grocery trips, a growing preference for private label brands, and a relentless pursuit of promotions, many of which are now discovered through digital channels.
Promotions are now a core driver of decision-making, with 86% of Australians stating that special offers influence their purchasing decisions, and 64% citing price as the top factor when choosing a brand. It’s no surprise then that 95% are open to store-brand alternatives, signalling a continued shift away from traditional brand loyalty in favour of value and flexibility.
The Extreme Couponer Reimagined
Today, hunting for deals is less about clipping and more about clicking. The Australian shopper is digitally savvy, armed with apps and tools that make saving a seamless part of everyday life. As cost pressures persist, consumers are increasingly turning to digital solutions that not only offer convenience, but unlock meaningful savings.
In this new routine, digital catalogues have become a staple, with 78% of Australian consumers using them to plan purchases and compare prices across retailers. Alongside this, online platforms and apps are growing in popularity, such as those enabling easy price comparisons and real-time offer tracking, or helping consumers reduce the cost of dining out.
Shoppers are also taking a more long-term view of their spending. Rather than reacting to sales as they appear, Australians are planning ahead and anticipating key calendar moments – such as EOFY and Black Friday – not just for big-ticket purchases, but to stock up on everyday essentials.
Interestingly, seven in ten Australians say they bulk-buy during major sales periods. Most commonly stocking up on essentials such as: personal care items (33%), pantry staples (30%), household cleaning products (27%) and health and wellness items (25%).
The Retail Therapist
Even in the face of rising costs, Australians haven’t lost their appetite for the occasional splurge – especially when it comes to small, meaningful purchases. In my view, that’s not just about spending; it’s about finding moments of comfort and control in a more constrained financial landscape.
Retail therapy as a concept isn’t going anywhere. In fact, our research shows that clothing, shoes and accessories remain the categories most resistant to cutbacks, even as prices rise, as 35% of consumers prioritise wardrobe updates.
What this shows is that Australians are still spending – but they’re doing it on their own terms. The 2026 consumer is increasingly deliberate with their dollars. Indulgence hasn’t disappeared; it’s just become more calculated.
The Conscious-consumer
Beyond personal purchases, Australians are showing greater awareness of the broader impact of their shopping choices. While cost remains a top priority – especially for staples like eggs, milk and bread- shoppers are increasingly driven by ethics and sustainability.
A third of consumers (34%) say environmental impact influences their choices for everyday grocery items.
Among Millennials, that figure climbs even higher, with nearly half of this generation (49%) prioritising sustainability when making purchasing decisions. This shift signals more than just a trend – it reflects a long-term value alignment, particularly among younger Australians.
From Cost-Conscious to Future-Focused
The Australian shopper of 2026 is not just reacting to the economy – they’re proactively redefining how, when, where and why they shop. Budget constraints have created a generation of empowered consumers who are strategic, digital-first, and emotionally engaged with their purchases.
Retailers who align with these values – offering transparency, value, convenience and smart digital experiences – will not only thrive, but earn lasting loyalty from a customer base that knows exactly what they want.