If you’ve found yourself filling an online cart, comparing prices across six tabs and asking ChatGPT whether that air fryer is actually a good deal, you’re not alone.
New research suggests Australians are approaching this year’s End of Financial Year (EOFY) sales with a sharper eye on value than ever before, combining old-school bargain hunting with new technology to make their dollars stretch further.
According to PayPal’s 2026 EOFY Shopping Report, seven in 10 Australians (71%) plan to shop the EOFY sales this year, despite ongoing economic uncertainty and rising household costs. Rather than pulling back on spending altogether, many consumers appear to be timing purchases strategically, waiting for major sales events before clicking “buy”.
The findings reveal a nation increasingly focused on value. More than eight in 10 Australians (83%) say they are more price-conscious than they were a year ago, while 78% are actively using sales periods to maximise their spending power.
It’s a trend that reflects the reality of household budgets in 2026. Cost-of-living pressures continue to influence spending habits, with 74% of Australians saying financial pressures have made them more likely to shop during major sales events such as EOFY.
But while many shoppers are looking for savings, that doesn’t necessarily mean they’re spending less.
Nearly six in 10 EOFY shoppers (59%) expect to spend the same amount or more than they did during last year’s sales period. The difference is that consumers are becoming increasingly selective about when and where they spend their money.
PayPal Australia’s Head of Consumer Research, Cathy Jamieson, says shoppers are becoming more deliberate with their purchasing decisions.
“The economic backdrop is making Australians more thoughtful with every dollar they spend,” she says. “Rather than making impulse purchases throughout the year, many consumers are waiting for key sale periods before buying, particularly when it comes to larger-ticket items.”
The EOFY sales have become one of the most anticipated events on Australia’s retail calendar, with more than a third of shoppers (37%) believing the discounts available during EOFY are better than those offered during other major sales periods.
Interestingly, Australians aren’t just using the sales to stock up on necessities. While bargain hunting remains the primary motivation, almost half of shoppers (49%) plan to buy something for themselves during the sales period.
Another 43% intend to stock up on household essentials, while one in three (33%) are already thinking ahead to Christmas and holiday gifting.
Fashion and clothing top the list of categories attracting the most attention this year, with 48% of shoppers planning purchases in the category. Electronics follow closely behind at 41%, while health and beauty products round out the top three at 33%.
Perhaps the biggest shift revealed by the research is the growing role artificial intelligence is playing in everyday shopping decisions.
AI is rapidly moving from novelty to necessity for many consumers. More than half of Australians (54%) say they have already used AI tools to research products or find shopping inspiration online. Meanwhile, almost half (46%) have used AI to help track down discounts, compare prices or identify the lowest-cost options available.
The findings suggest AI is increasingly acting as a personal shopping assistant, helping consumers navigate the overwhelming number of products, retailers and promotions competing for attention online.
For retailers, this means shoppers are no longer simply comparing prices between stores – they’re increasingly relying on technology to do the comparison work for them.
At the same time, the convenience of online shopping continues to outweigh the appeal of visiting physical stores for many consumers. Nearly three-quarters of Australians (73%) say shopping online during sales events is faster and more convenient than heading in-store, while 68% believe better deals can be found online.
However, the rise of digital shopping comes with a significant caveat.
While Australians may be comfortable shopping online, many remain wary about who they’re buying from. Nearly six in 10 people (58%) say they are concerned about scams, fake websites or fraudulent offers during major sales periods. One in four describe themselves as “very concerned”.
Consumer advocates have long warned that scammers often use major shopping events to create fake urgency around deals and discounts, making sales periods a particularly attractive time for cybercriminals.
The findings serve as a timely reminder for shoppers to verify websites, stick to trusted retailers and exercise caution when deals appear too good to be true.
As Australians prepare to take advantage of EOFY discounts, the research paints a picture of consumers who aren’t necessarily spending less – they’re simply shopping smarter.
Whether that means waiting for sale periods, comparing prices more aggressively, or asking AI to do some of the heavy lifting, the modern bargain hunter looks increasingly digital, strategic and determined to never pay full price if they can help it.
