End of financial year sales remain one of Australia’s most significant retail events, but new research suggests households remain cautious despite widespread discounting, with EOFY spending forecast to grow by just 1.9% this year – well below inflation.

Research from the Australian Retail Council (ARC) and Roy Morgan shows around 6.1 million Australians (26%) plan to shop during EOFY sales this year, with total spending expected to reach $10.7 billion.

The most popular categories this year are clothing, footwear and accessories (34%), household appliances and white goods (15%), and electronics and technology products (12%). Online spending is expected to account for 44% of EOFY expenditure, unchanged from last year.

ARC Chief Industry Engagement Officer Fleur Brown said the findings highlight the growing pressure on households.

“EOFY provides Australians with an opportunity to secure discounts on a wide range of products and household purchases and retailers are working hard to offer compelling deals and significant discounts. Despite the obvious appeal of a bargain in a tough economy, consumers remain reserved.

“While spending is forecast to increase modestly over last year, the growth remains well below inflation and signals Australian consumers are carefully managing every dollar.”

The research also found Australians aged 35 to 49 are expected to spend significantly less than both younger and older consumers during this year’s sales period. Australians aged 35 to 49 are expected to spend an average of $1,464 during EOFY sales, compared with $1,946 for Australians aged under 35 and $1,993 for those aged 50 to 64.

Despite participation remaining steady, around three million Australians who spent during last year’s EOFY sales do not currently plan to participate this year.

“The research suggests Australians in their peak mortgage and family-raising years remain more restrained than other age groups when it comes to EOFY spending,” said Ms Brown.

“By contrast, older Australians are expected to spend more during EOFY sales. Many are more established financially, are more likely to own their home outright and are less exposed to the impact of higher interest rates.”

Among those planning to shop during EOFY sales, 37% expect to spend more than last year, 36% expect to spend about the same and 27% plan to spend less. The proportion intending to spend less has increased six percentage points compared with last year.

“The reality is retailers are being squeezed from both sides. Customers are looking for lower prices and bigger discounts, while the cost of running a business continues to climb,” said Ms Brown.

“Retailers are working incredibly hard to deliver value, but continue to face rising costs across wages, leasing, transport, energy and supply chains.

“There is only so much businesses can absorb. The expectation that retailers can continue delivering bigger discounts while facing ever-increasing costs is becoming increasingly difficult to sustain. That’s why we’re calling for swift action by government to relieve pressure on business by reducing red-tape and unnecessary regulatory burdens.”

This ARC-Roy Morgan Snap SMS survey was conducted with an Australian-wide cross-section of 5,276 Australians aged 14+ on 28 May – 1 June 2026.

ANZ urges businesses to strengthen password security ahead of EOFY

As the end of financial year approaches, ANZ is urging its business customers to stay scam safe, including by ensuring passwords are up-to-date, but most importantly secure, with Australia’s three most common passwords revealed.

ANZ General Manager of Transaction Banking, Business & Private Bank Cosi De Angelis says it may seem simple, but a secure password can provide vital protection.

“The end of financial year is the number one time of year for cyber criminals to strike.

“Scammers know that in the lead up to the end of financial year, businesses are moving money around, paying bills and getting their affairs in order, and they do whatever they can to take advantage of that.

“Updating and maintaining a secure password is a business owner’s first line of defence, and a simple, easy action business owners can take to remain a step ahead.”

What business owners change their password to, however, is equally, if not more important, with NordPass revealing the most common passwords across Australia.

The top three most used passwords are: ‘admin’, ‘password’ and ‘123456’, with each used by tens of thousands of Australians.

“While it isn’t always convenient to come up with a new password, it is crucial to helping keep your business safe. The best passwords are long, unique and unpredictable,” Mr De Angelis continued.

Another simple password tip for business owners is ensuring your password is never shared with anyone.

“It is vital that business owners understand that ANZ will never ask you to share your password with us.

“If someone calls you claiming to be from ANZ and asks for your password, hang up the phone immediately. This is a major scam red flag.”

Ahead of the end of financial year, businesses should cross-check all contact with their bank, the Australian Taxation Office (ATO), and other government organisations.

In 2025, ANZ saw a spike in rebate scams during the end of financial year period, with the volume of rebate scams (total number of scam cases created) increasing by 67% in July before dropping sharply in August.

Impersonation scams followed a similar trend, rising by 15% in July before decreasing in August.*

Top 3 most common passwords in Australia

• admin
• password
• 123456

Top 10 most common passwords globally

• 123456
• admin
• 12345678
• 123456789
• 12345
• password
• Aa123456
• 1234567890
• Pass@123
• admin123

Source: NordPass

ANZ is serious about helping businesses stay safe, combining robust fraud protections with 24/7 support.

Practical education like the ‘Stop. Check. Protect’ approach is also available, and encourages busy business owners to slow down and be wary of threats, helping them identify red flags and stay one step ahead of scammers.

*A rebate scam is when a scammer impersonates a trusted institution (like the government) and contacts someone to falsely claim they are owed money or a refund, while an impersonation scam involves a scammer making direct contact with a customer while impersonating a trusted bank.