Australian shoppers are becoming increasingly strategic in their spending as cost-of-living pressures continue into 2026, with new research revealing less shopper loyalty as many are comparing multiple retailers to secure the best deals. 

The annual The State of Shopping report from Shopfully found that roughly two-thirds of shoppers (67%) are intentionally spreading their spending across multiple retailers to find the best value. 

Other cost-saving strategies include reducing non-essential purchases (45%), prioritising products on promotion or offering the greatest savings (44%), and switching to cheaper brands or private labels (35%). 

Shoppers again remain cautious this year, with 60% of Aussies believing their purchasing power will not improve – up from 54% last year – reflecting ongoing pressure on consumer confidence. 

“With consumer confidence low and only 4% of shoppers planning to spend more this year, Aussies are becoming far more strategic with their spending and taking extra steps to secure the best possible value,” said Brendan Straw, Shopfully Country Manager for Australia.

“For retailers, this means showing up with the right offer at the right moment. Brands that can cut through the noise and deliver clear value to shoppers will be best placed to win attention, drive sales and instill loyalty.” 

Key findings

The report reveals preference for brick-and-mortar shopping has increased to 68% from 41% last year. But, at the same time, the path to purchase is increasingly digital. Nearly two-thirds of shoppers (63%) say they always or often research products online before buying, reinforcing the need for a strong omnichannel strategy.

In line with the preference to drive down costs, promotions continue to be increasingly sought after, with nearly half of Aussies (48%) reporting promotions and deals strongly impact their purchasing decisions.Close to two in five Aussies (39%) are taking it one step further, deliberately delaying their purchases until annual sales periods.  

As consumers grow more intentional about when and where they spend, they’re also becoming more receptive to methods that help them uncover value. Over a third of Australians (35%) now say they find ads useful for discovering promotions they may not have otherwise come across, as well as when they support their shopping planning (23%). 

Emerging technologies are playing a role in this process. While the majority of Aussies (87%) have not yet used AI tools such as ChatGPT or chatbot assistants to support shopping decisions, those who do report clear benefits. Shoppers say AI is particularly helpful for comparing prices across retailers (71%) and tracking price drops on desired items (43%). Digital-native consumers aged 25 to 34 are the most likely to use AI when planning purchases.

Importance of visibility

Mr Straw says today’s shoppers are savvier than ever and far less likely to stick with a single retailer or brand if their expectations around value aren’t being met.

“For retailers, that means being visible at every stage of the shopping journey,” he said.

“Brands that can deliver timely promotions and relevant messaging across both digital and physical touchpoints will be best placed to capture attention, drive footfall and convert value-focused shoppers.”