Australians don’t simply love to buy—they love to buy on-line. And social media—particularly, social commerce— has grow to be a serious a part of e-commerce success. Aussie customers usually flip to social to find out about new merchandise, search buyer assist and make purchases, based on The 2025 Sprout Social Index™ Australia. In actual fact, 73% say that if a model doesn’t reply to their queries on social media, they wouldn’t wait round, however slightly purchase from a competitor.
That stated, Aussies’ on-line buying behaviours are consistently altering all year long based mostly on a number of seasonal parts, from the climate to public holidays. E-commerce manufacturers should constantly monitor these tendencies to remain related to customers Down Below.
On this article, we’ll present a season-by-season breakdown of tendencies within the Australian e-commerce business. Then, we’ll supply some best-practice recommendation so you possibly can tailor your social technique and optimise your advertising and marketing all yr spherical.
Understanding seasonality in Australian e-commerce
Native and international seasonal tendencies form e-commerce in Australia. In response to 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 tendencies. Connecting straight with Aussies, whereas factoring in international tendencies, is good for reaching Australian and worldwide customers alike.
Take Black Friday/Cyber Monday (BFCM). Australians’ on-line BFCM spending reached a document excessive of in 2024—up 10% YOY. The weekend is the largest gross sales occasion within the nation and has reworked Australian buying tendencies, 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 customers are selecting e-commerce over brick-and-mortar shops to satisfy their seasonal buying 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 based mostly on social content material at the very least just a few occasions a yr, whereas 28% achieve this each month.
To reap the benefits of this buying behaviour, you could align your social media methods with seasonal moments to succeed in Australians once they spend probably the most.
Seasonal components impacting client behaviour in Australia
A number of seasonal components affect what Aussie customers purchase, how a lot they spend and the place they store.
Holidays—akin to 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 client behaviour tendencies. These tendencies aren’t at all times so simple as buying extra jumpers throughout chilly months or extra solar cream throughout scorching months. For instance, a 2020 research discovered that climate parts like temperature, cloud cowl and precipitation have a big impression on customers’ moods and, due to this fact, their buying patterns.
Faculty, college and TAFE schedules additionally closely affect client behaviour in Australia. Australians’ 2024 back-to-school spending totalled at an estimated AU$2.5 billion. This determine spanned all ranges of training, with 61% making purchases for major faculty, 47% for secondary faculty and 13% for college or TAFE. Mandated research breaks may spike spending, particularly once they coincide with public holidays.
Financial components—akin to the top of economic yr (EOFY)—additionally contribute to adjustments in client 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 in the course of the EOFY sale interval.
What are Australia’s key seasonal e-commerce durations?
Because the seasons change, so do Australians’ shopping for habits. However what sorts of shifts are you able to count on? Right here’s a roundup of Australia’s industrial and social media tendencies, season by season:
How does spring affect Australian e-commerce social media?
In Australia, Father’s Day is widely known in the course of spring, sometimes falling on the second Sunday of September. With it, the vacation normally brings a growth in retail spending. In 2024, Aussies had been projected to spend AU$820 million on Father’s Day, with many turning to on-line platforms to search out the right present 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 present 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 necessary for e-commerce manufacturers because it leads as much as Christmas. November is when Aussies spend probably the most cash on-line, particularly in the course of the BCFM sale interval.
With that in thoughts, e-commerce manufacturers sometimes tailor their content material to leverage this spending frenzy, showcasing countdowns and selling their merchandise, reductions and gives. For instance, Amazon Australia teamed up with Ramon Israel to create a customized Black Friday wishlist, highlighting its wide selection of merchandise and its signature companies, like quick and free transport.
How does summer time affect Australian e-commerce social media?
With Christmas, Boxing Day and New Yr’s Eve falling throughout Australian summer time, that is one other high-spend season. On-line buying is a very common possibility amongst Aussies throughout this season. Per Statista, most buyers are motivated by the elevated number of merchandise and offers obtainable on-line. Additional, 19% stated they like buying on-line to keep away from crowds.
All through this season, manufacturers will usually characteristic content material particularly tailor-made to every vacation. Suppose present guides for Christmas, gross sales promotions for Boxing Day and year-in-reviews for New Yr’s Eve.
These types of content material align manufacturers with customers’ priorities—whether or not it’s celebrating, saving or reflecting—making the messaging extra related and impactful.
Summer season additionally prompts weather-based shifts in client behaviour. As the most popular and sunniest season of the yr, Aussies sometimes spend extra time outside. Whether or not they’re lounging on the seashore, swimming within the ocean or dancing at a music competition, these seasonal actions form the way in which Australians store on-line. In flip, in addition they impression how manufacturers present up on social media.
For instance, style 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 niknaks designed to maintain you shaded with out compromising on type.
How does autumn affect Australian e-commerce social media?
Throughout autumn, just a few key holidays enormously impression e-commerce in Australia. In response to ANZ information, its clients had been projected to spend AU$6.12 billion in the course of the 2025 Easter, faculty holidays and ANZAC Day interval. The determine represented a 3% improve from 2024, with many Aussies attempting to profit 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 necessary autumnal vacation for e-commerce manufacturers. Australian customers are searching for that excellent present for mum, making it a great time to launch limited-edition collections, maintain giveaways and supply 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 Choice for Hedonic Merchandise: The Moderating Function of Gender”, discovered that poor climate situations—akin to 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 situations 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 ways and the way they may help you get outcomes.
Personalise and phase your content material
No matter what you’re promoting, it’s necessary to personalise and phase your social content material to go well with folks throughout totally different demographics, akin to age, gender and site.
For instance, in the event you run an internet swimwear model, you’ll ideally market in a different way to folks residing in Queensland vs. Victoria throughout sure seasons. Whereas Queenslanders get pleasure from heat climates year-round, Victorians face chilly winter temperatures. In consequence, you must 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 way more seamless and efficient while you embrace platforms’ built-in options.
In-app buying—akin to Instagram Purchasing and Fb Outlets—is likely one of the strongest features. With these instruments, you possibly can arrange digital storefronts, enabling customers to get acquainted along with your model, browse your merchandise and make purchases.
YouTube Purchasing operates equally; creators can create product cabinets to spotlight 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.
It’s also possible to leverage different native e-commerce options, akin to product tags, product catalogues and dynamic advertisements.
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.
For example, Sprout gives a spread of highly effective options that may enable you to scale 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 this stuff throughout a number of networks to extend product publicity and promote to a broader viewers.
Sprout is suitable 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 scale back friction for each your potential clients and your staff.
Maximise attain and belief with influencer partnerships
Influencer advertising and marketing is a particularly efficient social media advertising and marketing tactic. In response to our current 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 keen to purchase from a model if it companions with one among 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
Maintaining a tally of your friends is one other efficient tactic for figuring out seasonal tendencies 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 mates?
Analysing these tendencies may help you gauge client curiosity, determine alternatives for differentiation and strategically plan your seasonal social campaigns.
Analyse client sentiment
Understanding how folks really feel about your services or products is essential for growing smarter social methods and driving extra gross sales. That’s the place social media listening instruments may help.
By monitoring real-time customers’ 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 may help you determine ache factors and tackle them head-on. Equally, you possibly can capitalise on optimistic suggestions (akin to buyer evaluations and testimonials) to broaden belief and improve conversions.
What social media metrics ought to Australian e-commerce companies observe?
As with every marketing campaign, it’s necessary to trace your seasonal campaigns’ social media metrics. It’s particularly very important in high-interaction sectors like e-commerce; monitoring the precise metrics may help you higher perceive services or products efficiency and client behaviour.
The best way to 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 objectives. Whether or not it’s driving purchases, rising bookings or enhancing loyalty program participation, it’s essential to measure the marketing campaign’s ROI towards 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 experiences 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 below are a few of the KPIs to look at:
- Engagement price: The proportion of people that engaged along with your content material, both by liking it, leaving a remark or saving it. A excessive engagement price indicators that your content material is catching your viewers’s eye and resonating with them.
- Click on-through price (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 supply to take motion (e.g. go to your web site to be taught extra about your merchandise).
- Video completion price (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 return.
For example, 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 might also discover engagement spikes on sure days, which may help you determine the finest occasions to publish on social media.
Assessing efficiency allows you to make smarter funding choices shifting ahead. By reviewing marketing campaign information, you possibly can decide which creatives or networks delivered one of the best outcomes. With that data, you possibly can make investments extra into these channels in future campaigns to scale back wasted advert spend.
Create compelling social methods for each season
‘Tis the season to embrace seasonal social media advertising and marketing on 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 linked client base, seemingly resulting in extra gross sales and stronger loyalty.
Prepare on your subsequent season by exploring our social commerce resolution to begin turning engagements into gross sales.