Cost pressures fail to cool $175 billion summer spending

Australians spent $175 billion during summer 2025/26, up $9 billion or 5.4 per cent year-on-year, according to new Westpac DataX analysis released by oOh!media.

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The data suggests summer spending remained resilient despite cost-of-living pressures. It also shows major spending moments are arriving earlier in the season, with implications for marketers planning campaigns and media investment.

Experiences and travel keep summer spending moving

Discretionary spending reached $91 billion across the season as consumers continued to prioritise experiences and activities. Visits to theme parks rose 30 per cent compared with the previous summer.

Long-distance travel also increased, with 485,000 more Australians taking extended trips year-on-year. Travellers spent almost $6 billion in regional Australia and $7.8 billion across metropolitan areas.

Lila Conomos, head of Westpac DataX, said: “Summer spending habits are remarkably resilient, even as cost-of-living pressures continue to weigh on household budgets. We’re seeing people prioritise experiences and moments that matter, from road trips to major cultural events. De-identified data gives us a unique view into how spending patterns shift across the year, and for brands and marketers, that’s an incredibly valuable insight to pinpoint the right time and place to influence purchase decisions.”

Black Friday pulls spending forward

Black Friday and Cyber Monday generated $9.5 billion in spending across four days in 2025, up 4.5 per cent on the previous year. Shoppers spent the equivalent of $1.65 million every minute during the period.

Major events also drove spending later in summer. During the Australian Open, $2.8 billion was spent across Greater Melbourne as local and international visitors converged on the city.

Fashion, hospitality, travel and beauty were among the categories driving discretionary spending. Grocery spending reached $21 billion last summer, $677 million higher than during winter.

oOh!media sees brands planning earlier

oOh!media said the findings reinforce a gap between consumer activity and traditional seasonal media investment. The company said more advertisers are beginning to plan earlier around summer travel, retail and major events.

Mel Duffy, head of POLY strategy and partnerships at oOh!media, said: “This data shows there is a clear gap between consumer behaviour and media investment. Despite cost-of-living pressures, people haven’t stopped spending, travelling or seeking experiences during this period, and brands need to be present when those moments happen. oOh!’s network connects brands with Australians across the places, journeys and moments that define the season. We’re seeing more brands come to us earlier to plan for these key opportunities.”

Across the past summer, oOh!media said its brief value increased 21 per cent year-on-year. Investment in Rail rose 29.1 per cent, Airports increased 23.8 per cent and Street was up 16.4 per cent.