Australians spent $175 billion during summer 2025/26, up $9 billion (5.4 per cent) on the previous year, according to new analysis from Westpac DataX released by oOh!media.The findings build on oOh!’s proprietary research, which shows summer is Australia’s biggest spending season, with this trend continuing despite cost-of-living pressures.
Discretionary spending hit $91 billion across the last summer season as consumers continued to prioritise experiences and activities. As the mercury rises during the warmer months, more Aussies headed outside, with visits to theme parks seeing one of the most significant rises, increasing 30 percent year-on-year.
The great Australian road trip also showed no signs of slowing, with 485,000 more people travelling long distances compared to the previous year. Travellers spent almost $6 billion in regional Australia and $7.8 billion across metro areas, recognising the scale of how Australians move and spend in summer.
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.”
Major spending moments are also arriving earlier in the season, prompting marketers to rethink when and where they invest. Black Friday and Cyber Monday delivered $9.5 billion in spending across four days in 2025, up 4.5 per cent on the previous year, with shoppers spending the equivalent of $1.65 million every minute.
Meanwhile, during the Australian Open $2.8 billion was spent in Greater Melbourne, as local and international tennis fans are drawn to the first Grand Slam of the year, further highlighting the role major cultural moments play in driving seasonal spending.
Fashion, hospitality, travel and beauty continued to drive spending, alongside everyday categories such as supermarkets, according to Westpac DataX. Grocery spending hit $21 billion last summer, up $677 million on winter months as Aussies continue to be drawn to the rituals that define the season, including Christmas, barbecues, long weekends and entertaining at home.
Mel Duffy, Head of POLY strategy and Partnerships, 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.”
oOh!’s data shows that over the past summer its brief value rose by 21 per cent, with stronger investment flowing into formats synonymous with seasonal movement and travel, including Rail, up 29.1 per cent, Airports, up 23.8 per cent, and Street, up 16.4 per cent year-on-year.
Source: Westpac DataX 2025-2026
