Holiday 2025: What Australian Shoppers Really Want (And How to Win Them)

Aussie consumers are already gearing up for the holiday rush—and their expectations are clear: value, convenience, and inspiration. Our latest pre-holiday report: Beyond Black Friday , distills what’s changing, what’s working, and where brands should focus to capture share this peak season. 

If you’re planning your media mix, creator strategy, or affiliate partnerships, this is your shortcut to what matters now—without the guesswork. 

What’s different about Aussie shoppers this year

Australian shopping journeys are getting sharper and more deliberate. Shoppers are starting fewer sessions but arriving with higher intent, which means you need to be discoverable at the exact moment they’re ready to choose. Marketplaces continue to command outsized attention across APAC, while mobile apps have become the heartbeat of loyalty and repeat purchase.

And while price remains a powerful motivator, value is broader than discounts. 91% of Aussies are leaning into rewards ecosystems, perks, and smart savings which are signals that the right blend of loyalty, coupons, and creator-led inspiration can unlock meaningful growth. 

Creators, content, and where inspiration happens

When it comes to gifting, many shoppers still want ideas, especially for the hardest-to-buy-for people on their list. The discovery journey increasingly starts on platforms where recommendations feel human and helpful. In APAC, creators in fashion lead the way on influence, with beauty, health and fitness, and entertainment voices also moving the needle. 

Critically, inspiration and conversion are converging. Channels like Reddit, Amazon, and YouTube are where shoppers go to research, compare, and decide—often within a single session. If your brand story, product pages, and affiliate content aren’t aligned across these touchpoints, you’re leaving revenue on the table. 

Why your app should be the MVP of peak

Your app isn’t just a sales channel—it’s where you concentrate loyalty, personalize offers, and reward high-intent customers in real time. With overall browsing more intentional, Australian retailers that put their app at the center of their holiday strategy can drive stronger repeat rates and higher average order values. Think seamless sign-in, exclusive in-app offers, and frictionless checkout tied to rewards and affiliate incentives. 

Affiliate is your unfair advantage on marketplaces

Marketplaces are still the default starting point for many Australian shoppers. The smartest way to ride that wave? Pair marketplace presence with a tuned affiliate strategy. Affiliate partners help you win discoverability, feature in curated gift guides, and reach ready-to-buy audiences with credibility. The result: more qualified traffic and better conversion at a lower blended cost.

Coupons and rewards still matter—just use them smarter

Shoppers in Australia are value seekers. They’re looking for reasons to choose you, and to come back. That doesn’t mean a race to the bottom on price. It means thoughtful incentives that slot into the journey: targeted coupons, member-only perks, and creator-led bundles that make choosing easy. In the report, we unpack where and when these tactics work best across APAC, and how to avoid promo fatigue. 

Peak season also attracts bad actors—stay vigilant

More traffic brings more attempts to hijack ads, intercept customers, or spoof your brand. The report outlines the latest patterns we’re seeing across APAC and practical steps to protect your investment during the busiest weeks of the year. A robust anti-fraud layer ensures your budgets go where they should—and your customers stay yours. 

Ready to turn intent into revenue? 

Download the Australian Beyond Black Friday report to get the complete data story, channel-by-channel tactics, and brand examples you can put to work now. The insights are local, the playbook is practical, and the timing couldn’t be better.