Australians don’t simply love to buy—they love to buy on-line. And social media—particularly, social commerce— has turn into a significant a part of e-commerce success. Aussie shoppers usually flip to social to find out about new merchandise, search buyer help and make purchases, based on The 2025 Sprout Social Index™ Australia. In reality, 73% say that if a model doesn’t reply to their queries on social media, they wouldn’t wait round, however reasonably purchase from a competitor.
That stated, Aussies’ on-line procuring behaviours are continuously altering all year long primarily based on a number of seasonal components, from the climate to public holidays. E-commerce manufacturers should repeatedly monitor these developments to remain related to shoppers Down Underneath.
On this article, we’ll present a season-by-season breakdown of developments within the Australian e-commerce business. Then, we’ll provide some best-practice recommendation so you possibly can tailor your social technique and optimise your advertising and marketing all 12 months spherical.
Understanding seasonality in Australian e-commerce
Native and world seasonal developments form e-commerce in Australia. In accordance with Statista, income within the Australian e-commerce business is projected to exceed US$42 billion in 2025. This signifies an immense alternative for manufacturers, particularly in the event you plan gross sales and social methods round native developments. Connecting instantly with Aussies, whereas factoring in world developments, is right for reaching Australian and worldwide shoppers alike.
Take Black Friday/Cyber Monday (BFCM). Australians’ on-line BFCM spending reached a report excessive of in 2024—up 10% YOY. The weekend is the largest gross sales occasion within the nation and has reworked Australian procuring developments, even shifting peak on-line spending from December to November.
And the BFCM weekend is much more profitable in different components of the world. In 2024, Individuals’ on-line BFCM spending hit US$10.8 billion on the Friday alone. The determine additionally represents a ten% improve from on-line spending in 2023, which means extra shoppers are selecting e-commerce over brick-and-mortar shops to fulfill their seasonal procuring wants.
For a lot of Aussies, the primary level of contact in making on-line purchases is social media, whatever the season. There are greater than 20.8 million Aussie social media customers, a lot of whom use these platforms to seek for new services and products, find out about manufacturers and head to the checkout. Per The 2025 Sprout Social Index™ Australia, 38.5% of social customers make spontaneous purchases primarily based on social content material not less than just a few occasions a 12 months, whereas 28% achieve this each month.
To reap the benefits of this buying behaviour, you should align your social media methods with seasonal moments to achieve Australians once they spend essentially the most.
Seasonal components impacting shopper behaviour in Australia
A number of seasonal components affect what Aussie shoppers purchase, how a lot they spend and the place they store.
Holidays—resembling Christmas, Mom’s Day and Father’s Day—usually spike purchases. Not solely is gift-giving a customized for a lot of of those holidays, however they’re usually accompanied by native occasions like festivals and markets, which additionally encourage spending.
The climate additionally contributes to shifts in shopper behaviour developments. These developments aren’t all the time so simple as buying extra jumpers throughout chilly months or extra solar cream throughout sizzling months. For instance, a 2020 research discovered that climate components like temperature, cloud cowl and precipitation have a major influence on shoppers’ moods and, due to this fact, their procuring patterns.
College, college and TAFE schedules additionally closely affect shopper behaviour in Australia. Australians’ 2024 back-to-school spending totalled at an estimated AU$2.5 billion. This determine spanned all ranges of schooling, with 61% making purchases for major college, 47% for secondary college and 13% for college or TAFE. Mandated research breaks also can spike spending, particularly once they coincide with public holidays.
Financial components—resembling the tip of economic 12 months (EOFY)—additionally contribute to adjustments in shopper behaviour. Within the lead-up to 30 June, many Aussies make tax-deductible purchases or purchase big-ticket objects throughout EOFY gross sales. In 2025, Aussies are anticipated to spend AU$10.5 billion throughout the EOFY sale interval.
What are Australia’s key seasonal e-commerce intervals?
Because the seasons change, so do Australians’ shopping for habits. However what sorts of shifts are you able to anticipate? Right here’s a roundup of Australia’s industrial and social media developments, season by season:
How does spring affect Australian e-commerce social media?
In Australia, Father’s Day is well known in the midst of spring, usually falling on the second Sunday of September. With it, the vacation normally brings a increase in retail spending. In 2024, Aussies have been projected to spend AU$820 million on Father’s Day, with many turning to on-line platforms to seek out the right reward for dad.
It’s no shock that many e-commerce retailers issue the vacation into their social methods. Whether or not within the type of reward guides, dad jokes or sentimental storytelling, there are a lot of methods manufacturers can leverage the day to drive connection and conversions.
Late spring can also be essential for e-commerce manufacturers because it leads as much as Christmas. November is when Aussies spend essentially the most cash on-line, particularly throughout the BCFM sale interval.
With that in thoughts, e-commerce manufacturers usually tailor their content material to leverage this spending frenzy, showcasing countdowns and selling their merchandise, reductions and presents. For instance, Amazon Australia teamed up with Ramon Israel to create a customized Black Friday wishlist, highlighting its big selection of merchandise and its signature companies, like quick and free delivery.
How does summer season affect Australian e-commerce social media?
With Christmas, Boxing Day and New 12 months’s Eve falling throughout Australian summer season, that is one other high-spend season. On-line procuring is a very standard choice amongst Aussies throughout this season. Per Statista, most customers are motivated by the elevated number of merchandise and offers obtainable on-line. Additional, 19% stated they like procuring on-line to keep away from crowds.
All through this season, manufacturers will usually function content material particularly tailor-made to every vacation. Suppose reward guides for Christmas, gross sales promotions for Boxing Day and year-in-reviews for New 12 months’s Eve.
These types of content material align manufacturers with shoppers’ priorities—whether or not it’s celebrating, saving or reflecting—making the messaging extra related and impactful.
Summer time additionally prompts weather-based shifts in shopper behaviour. As the most well liked and sunniest season of the 12 months, Aussies usually spend extra time outdoor. Whether or not they’re lounging on the seaside, swimming within the ocean or dancing at a music competition, these seasonal actions form the best way Australians store on-line. In flip, in addition they influence how manufacturers present up on social media.
For instance, trend retailers like The Iconic take it as a possibility to faucet into the significance of solar security. In December 2024, the model posted a round-up of clothes and accessories designed to maintain you shaded with out compromising on model.
How does autumn affect Australian e-commerce social media?
Throughout autumn, just a few key holidays enormously influence e-commerce in Australia. In accordance with ANZ information, its clients have been projected to spend AU$6.12 billion throughout the 2025 Easter, college holidays and ANZAC Day interval. The determine represented a 3% improve from 2024, with many Aussies making an attempt to benefit from the three consecutive holidays. The majority of the spending was anticipated to be on journey and experiences, eating out and meals shops—an enormous benefit for e-commerce companies in these industries.
Mom’s Day is one other essential autumnal vacation for e-commerce manufacturers. Australian shoppers are searching for that excellent reward for mum, making it a perfect time to launch limited-edition collections, maintain giveaways and provide particular companies—then promote these choices on social. Frank Inexperienced did precisely that on TikTok for Mom’s Day 2025, providing free monogramming on all merchandise at its Chadstone retailer.
How does winter affect Australian e-commerce social media?
For many areas in Australia, winter is synonymous with darker days, elevated rainfall and cooler temperatures. And with this local weather change comes a spread of different shifts, particularly in Aussies’ moods and behaviours.
One research, “Climate, Have an effect on, and Desire for Hedonic Merchandise: The Moderating Function of Gender”, discovered that poor climate circumstances—resembling chilly, rain and snow—improve adverse moods and, in flip, indulgent consumption. The phenomenon was particularly current in girls. In a single experiment, girls reported a 60% greater decline in temper in ‘dangerous’ climate circumstances than males, which spiked their hedonistic consumption of meals and non-food objects.
Capitalising on the hyperlinks between climate and consumption behaviour can lead companies to elevated attain and gross sales. For instance, Tim Tam encourages Aussies to deal with themselves to its new biscuit flavour as a type of winter self-care.
What social media methods drive gross sales for Australian e-commerce?
From personalised messaging to influencer partnerships, sure methods are notably highly effective in driving e-commerce gross sales in Australia. Beneath, we stroll you thru a few of these techniques and the way they can assist you get outcomes.
Personalise and section your content material
No matter what you’re promoting, it’s essential to personalise and section your social content material to go well with folks throughout totally different demographics, resembling age, gender and placement.
For instance, in the event you run an internet swimwear model, you’ll ideally market otherwise to folks dwelling in Queensland vs. Victoria throughout sure seasons. Whereas Queenslanders get pleasure from heat climates year-round, Victorians face chilly winter temperatures. In consequence, it’s good to alter your messaging or concentrating on methods to maintain swimwear related to folks in colder climates.
Leverage network-specific e-commerce options
Social media e-commerce is made rather more seamless and efficient while you embrace platforms’ built-in options.
In-app procuring—resembling Instagram Buying and Fb Outlets—is without doubt one of the strongest capabilities. With these instruments, you possibly can arrange digital storefronts, enabling customers to get acquainted together with your model, browse your merchandise and make purchases.
YouTube Buying operates equally; creators can create product cabinets to focus on and hyperlink to particular merchandise of their video descriptions.
On Pinterest, e-commerce manufacturers can publish product Pins, shoppable Pins that show related data like worth, availability and different product particulars.
You can too leverage different native e-commerce options, resembling product tags, product catalogues and dynamic adverts.
Use a social media administration instrument with e-commerce integrations
A social media administration instrument with e-commerce integrations is a superb complement to networks’ built-in capabilities.
As an illustration, Sprout presents a spread of highly effective options that may show you how to cut back friction, create extra gross sales alternatives and convert extra customers. Not solely are you able to hyperlink to merchandise inside Sprout, however you possibly can promote these things throughout a number of networks to extend product publicity and promote to a broader viewers.
Sprout is appropriate with main e-commerce integrations—together with Fb Outlets, Shopify, Salesforce and WooCommerce—which means you possibly can centralise your social technique and social commerce. With the flexibility to handle all of your social initiatives in a single place, you possibly can cut back friction for each your potential clients and your group.
Maximise attain and belief with influencer partnerships
Influencer advertising and marketing is a particularly efficient social media advertising and marketing tactic. In accordance with our latest Q2 2025 Pulse Survey—which surveyed over 2,000 social media customers within the US, UK and Australia—76% of respondents stated that social content material has impacted their purchases within the final six months. And 64% stated that they’re extra prepared to purchase from a model if it companions with certainly one of their favorite influencers.
Influencer collaborations don’t simply present entry to creators’ audiences—in addition they switch the influencer’s belief and credibility on to your model.
Monitor rivals’ seasonal methods
Keeping track of your friends is one other efficient tactic for figuring out seasonal developments and alternatives in your sector.
Pay shut consideration to the content material they publish, the timing of their campaigns and the way their audiences interact. Are they prioritising giveaways or influencer collaborations? Are customers asking questions within the feedback or tagging their associates?
Analysing these developments can assist you gauge shopper curiosity, establish alternatives for differentiation and strategically plan your seasonal social campaigns.
Analyse shopper sentiment
Understanding how folks really feel about your services or products is essential for creating smarter social methods and driving extra gross sales. That’s the place social media listening instruments can assist.
By monitoring real-time shoppers’ sentiments—whether or not adverse, optimistic or impartial—you possibly can higher perceive and market to your viewers. For instance, figuring out adverse sentiments round a selected services or products can assist you establish ache factors and handle them head-on. Equally, you possibly can capitalise on optimistic suggestions (resembling buyer critiques and testimonials) to broaden belief and improve conversions.
What social media metrics ought to Australian e-commerce companies monitor?
As with every marketing campaign, it’s essential to trace your seasonal campaigns’ social media metrics. It’s particularly very important in high-interaction sectors like e-commerce; monitoring the best metrics can assist you higher perceive services or products efficiency and shopper behaviour.
How you can measure the ROI of seasonal social media campaigns in Australia
To measure your social media ROI for seasonal campaigns, evaluate it to the marketing campaign’s unique targets. Whether or not it’s driving purchases, growing bookings or bettering loyalty program participation, it’s essential to measure the marketing campaign’s ROI in opposition to its preliminary benchmark to find out if it was profitable.
Instruments like Sprout make calculating your ROI extra environment friendly and scalable. In your social commerce dashboard inside Sprout, you’ll see the advertising and marketing spend, impressions and engagements of every publish at a look. This information will allow you to create detailed stakeholder reviews and optimise advert spend for future seasonal campaigns.
What key efficiency indicators (KPIs) point out profitable social media engagement?
In case your marketing campaign goal is to drive engagement, listed here are a number of the KPIs to look at:
- Engagement charge: The proportion of people that engaged together with your content material, both by liking it, leaving a remark or saving it. A excessive engagement charge indicators that your content material is catching your viewers’s eye and resonating with them.
- Click on-through charge (CTR): The proportion of people that click on on a hyperlink in your content material or in your profile. A excessive CTR means that customers have an interest sufficient in your provide to take motion (e.g. go to your web site to be taught extra about your merchandise).
- Video completion charge (VCR): The proportion of people that watch your video in full. Whether or not it’s for TikTok movies, Instagram Reels or YouTube Shorts, a excessive VCR proves that your content material is grabbing folks’s consideration and sustaining it.
How can information analytics inform future seasonal social media methods for Australian e-commerce?
Reviewing the analytics of your seasonal social media campaigns empowers you to develop smarter methods within the years to come back.
As an illustration, engagement information can present invaluable insights for future campaigns. For example, chances are you’ll discover that sure content material sorts (e.g. movies) obtain extra engagement than others (e.g. static posts). You may additionally discover engagement spikes on sure days, which can assist you establish the finest occasions to publish on social media.
Assessing efficiency allows you to make smarter funding selections shifting ahead. By reviewing marketing campaign information, you possibly can decide which creatives or networks delivered the very best outcomes. With that information, you possibly can make investments extra into these channels in future campaigns to cut back wasted advert spend.
Create compelling social methods for each season
‘Tis the season to embrace seasonal social media advertising and marketing in your e-commerce enterprise. By aligning your content material with Australians’ shifting desires, wants and priorities, you’ll join with them extra meaningfully and place your model to be wherever your viewers is of their shopping for journey. In flip, you’ll reap the rewards of a extra related shopper base, seemingly resulting in extra gross sales and stronger loyalty.
Prepare in your subsequent season by exploring our social commerce answer to start out turning engagements into gross sales.
