As interest rates and inflation continue to put pressure on consumer spending, retailers are anticipating a slowdown in end-of-financial-year sales. But are most people just buying ‘essentials’? How are consumers approaching the quantity and quality of their eCommerce Spending? And are the EOFY sales driving a spike in spending? 

According to Shippit data – based on millions of online purchases from thousands of retailers, including Sephora, Target, Myer, Cotton On, BIG W, Kmart, Chemist Warehouse, Temple & Webster, and Coles – Australians are making fewer purchases and spending less per purchase. 

Volume of online purchases

When comparing the volume of online orders made state-by-state, only NT, WA and TAS saw an increase, while all other states made fewer online purchases. 

• NT: 8%
• WA: 7%
• TAS: 6%
• SA: -1%
• VIC: -7%
• ACT: -7%
• QLD: -8%
• NSW: -10%

eCommerce spending state transactions

When it comes to the average transaction value of online purchases, every single state experienced a decrease in May and June 2023 when compared to the corresponding months in 2022. 

2022 vs 2023

• ACT       117.33                107.55   -8%
• NSW      108.29                105.75    -2%
• NT         130.83                129.21    -1%
• QLD       107.95                105.36    -2%
• SA          106.67                102.88    -4%
• TAS        100.91                95.20     -6%
• VIC        107.13                104.55    -2%
• WA        97.09                   93.47      -4%

eCommerce spending winners and losers

When comparing the number of online orders in different categories, there are major swings.

• Automotive 15%
• Sports and Outdoor Activities 10%
• Cosmetics and Toiletries 9%
• Shoes and Footwear 8%
• Apparel and Clothing -9%
• Houseware and Home Furnishing -10%
• Foods and Beverages -21%
• Fashion Accessories -36%
• Computers and Electronics -48%
• Pet Food and Supplies -81%

The EOFY effect

While it might not have the same pull or phenomenon as Black Friday or the Boxing Day Sales, the EOFY sales do still have a pull for shoppers searching for a discount and retailers looking to boost their EOY revenue. Indeed, when breaking down the average transaction value there has been a huge surge between xx and xx. 

• Fashion Accessories                         81.37    135.40    66%
• Pet Food and Supplies                   109.54    153.73    40%
• Computers and Electronics           245.31    308.05    26%
• Foods and Beverages                       91.55    105.13    15%
• Cosmetics and Toiletries               122.42    138.97    14%
• Sports and Outdoor Activities     145.40    156.50      8%
• Houseware and Home Furnishing  42.29    43.42        3%
• Shoes and Footwear                       132.91    135.17      2%
• Automotive                                      155.82    156.55      0%
• Apparel and Clothing                       101.91    97.21       -5%

A selection of products surging or plummeting in popularity in 2023 compared to 2022 include:

• Zelda: +997% (attributable to the recent release of Tears of the Kingdom)
• Vibrators: +24% 
• Louis Vuitton: +20% 
• Lipstick: +19%
• Bluey goods: +13% 
• Snow gear; +12%
• Monopoly: -11% 
• Lego: -15%
• Theragun Massager: -26% 
• Televisions: -27% decrease
• Goods with truffle in them: -84% 

Zeller, the Australian fintech reimagining business banking,
has unveiled new findings from the first Zeller Small Business Resilience Report. The report, collated
from the responses from over 600 Australian small businesses, reveals insights into how business
owners are impacted by, and are responding to, challenging economic conditions.
The report sheds light on the adverse impacts of declining consumer spending and escalating supply
costs and provides insights into the state of Australian small businesses. With a staggering 85% of
business owners currently seeking cost-cutting measures, the data underscores the urgent need for
innovative solutions to support the growth of small businesses.
Key data from the report include:
● Biggest factors impacting small businesses today: 42% of small business owners cite their
biggest concern as the increasing cost of supplies and materials, whilst 32% reported reduced
consumer spending as their biggest concern.
● Supply costs are increasing: 80% of small business owners estimated an increase in supply
costs of more than 10% in the past year, while 1 in 5 reported increases between 20 and 50%.
● Inflation impacts: 67% of small business owners raised concerns over inflation and rising
interest rates negatively impacting consumer spending.
● Staff shortages are reducing: Following COVID-related challenges in hiring employees, 64% of
businesses say it is easier to recruit new staff today than it was twelve months ago.
● Cost cutting is a top priority: 85% of small business owners are actively looking for ways to cut
costs — with many opting for tactics such as renegotiating supplier contracts or surcharging
EFTPOS fees. Over 1 in 2 transactions processed with Zeller EFTPOS Terminal in May 2023
included a surcharge, up +104% compared to the same month last year.
Joshua McNicol, Zeller Director of Growth, commented, “The Zeller Small Business Resilience Report
reveals the impact a challenging economic environment is having on small business owners — but we’re
encouraged to see adversity breeding opportunity. Australian small business owners demonstrate a
rare breed of determination in adapting and identifying solutions to sustain their businesses through
tough times. Through Zeller’s financial solutions, we’re arming business owners with real-time data from
their business payments and spending to make smarter decisions to manage their business through the
crunch.”
Small business owners featured within the Zeller report shared strategies they were deploying to
mitigate the impact of rising costs, without compromising the quality of their products or services.
Access to smarter financial tools and technology offered by Zeller are helping business owners to
better understand their cash flow and financial position.
“We look at our Zeller Dashboard frequently to gain a real-time snapshot of all of the funds coming into
our business from EFTPOS, and going out through expenses and spending. We use this information to
forecast and measure our success according to our budget – having this information in one place
means we can always keep track of business performance and react to changes,” commented Zeller
customer Malcolm McCullough, owner of Bill’s Farm in Queen Victoria Market, Melbourne.
Read the full Zeller Small Business Resilience Report here