As the cost of living continues to weigh on Aussie households, shoppers are approaching this year’s end-of-financial-year sales with a more considered mindset. Gone are the days of impulse buys and splurging for the sake of a discount. Instead, people are planning ahead, setting strict budgets and weighing up their options more carefully than ever before.
But while spending habits may have changed, EOFY remains a golden opportunity for retailers to connect with motivated shoppers. The difference in 2025 is that success now hinges on how well retailers can bridge the gap between digital discovery and in-store conversion. This year, smart retailers are using digital platforms not just to promote offers but to drive foot traffic and get more out of their bricks-and-mortar footprint.
The new shopping journey: online discovery, in-store action
Aussie shoppers are blending online research with in-person buying in a way that is reshaping the retail experience. Many begin their journey on their phones, checking digital catalogues, searching for the best deals and confirming store information. But when it comes to making the purchase, they often head in-store. This is especially true in categories like electronics, homewares, whitegoods and fashion, where confidence in the product is key.
At Shopfully, we see this hybrid behaviour play out daily. Consumers might spend hours researching online, but the final step is often a visit to a local store. Whether it’s to avoid shipping delays, confirm product quality or take home a purchase immediately, there is still a strong pull towards physical retail.
Digital tools are playing an increasingly important role in supporting this process. Mobile-first experiences that help consumers locate nearby deals, confirm stock availability and check store hours are no longer optional. Retailers who invest in this kind of seamless online-to-offline experience are seeing greater engagement and stronger conversions.
Local convenience is driving store choice
Shoppers today are not just looking for a deal. They are also looking for convenience. With fuel prices still high and daily schedules stretched, most people are not willing to travel across the city just to save a few dollars. That means location has become a powerful factor in the decision to visit a store.
Retailers who make it easy for shoppers to find store-specific offers and understand what’s available nearby are getting the edge. Location-based advertising, geo-targeted mobile campaigns and interactive catalogues that highlight nearby stores are all helping to meet shoppers where they are. When a customer knows that the product they want is just around the corner, they are much more likely to follow through.
This is also shifting the way we think about retail media. It is not just about reaching people online. It is about influencing real-world decisions. By making digital content relevant to a shopper’s location and needs, brands can guide them through every step of the journey and build stronger in-store outcomes.
Making EOFY a launchpad for smarter retail
EOFY is more than just a short-term boost. It is a valuable opportunity to test new approaches and build momentum for the months ahead. Retailers who use this time to connect online discovery with in-store action will be better prepared for upcoming shopping events.
Now is the time to ask the right questions. Are you helping shoppers find your deals quickly? Are you making it easy for them to understand where they can buy nearby? Is your mobile experience doing the heavy lifting it needs to? Small improvements in these areas can have a big impact, not just for EOFY but for the rest of the retail calendar.
At Shopfully, we believe physical stores still play a crucial role in the path to purchase. When digital tools are used to bring people into stores, everyone benefits. As EOFY ramps up, the opportunity is clear. Use online to inform and influence, but convert in person. That is how retailers can turn browsers into buyers and build stronger results in 2025 and beyond.
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