A global report from Intuit Mailchimp has revealed what many Aussie small business owners might already suspect: shoppers are feeling overwhelmed, bombarded, and a bit over the endless stream of sales.

The New E-Commerce Calendar – built from insights into more than 9,000 shoppers (including 1,000 here in Australia) shows just how much the traditional shopping calendar has been flipped on its head. While the big retail moments like EOFY and Black Friday still matter, Aussie shoppers are choosing to shop to their own rhythm—and they’re looking for more than just a bargain.

We love a sale… but not too many, thanks

Aussies do love a discount. A whopping 66 per cent of Australian shoppers say they look forward to sales events, and 60 per cent have made a purchase during the end-of-year period (EOFY) in the past two years. Yet almost half (49 per cent) of us feel overwhelmed by the sheer number of promotions, the highest rate globally.

In other words, while we’re keen for a deal, too many promos just end up being noise. In fact, more than half of Australian shoppers (51 per cent) reckon the discounts on offer are often a bit overhyped. And many are sticking to a budget and avoiding splurges altogether.

Cost-of-living pressures are changing how Aussies shop

With cost-of-living still top of mind, it’s no surprise that price is paramount. Around 77 per cent of Aussies say price is the most important factor when making a purchase. But the fear of missing out is real too. Just over half (51 per cent) worry about missing a good deal, and that anxiety is actually shaping how and when people shop.

Intuit Mailchimp’s Regional Director for Asia-Pacific, Anthony Capano, says Aussie shoppers are increasingly looking for brands that offer value without the gimmicks.

“It might seem like a race to the bottom, but shoppers want more than cheap prices—they want relevance and connection,” Capano says. “The challenge for marketers is standing out in crowded sales moments without losing what makes your brand unique.”

Why EOFY and Black Friday aren’t your only chances to shine

The report breaks down six types of “shopping moments” that actually matter to customers—from the obvious Sales Moments to more personal or cultural events like Mother’s Day, Mardi Gras, the Melbourne Cup or even Eurovision (yep, really).

Here are some key Aussie takeaways:

Holiday moments (Christmas, Boxing Day) still spark big spending, with 61 per cent of Aussies shopping on Christmas Day.

Entertainment moments like sporting finals or reality TV spark spending for 15 per cent of Australians, especially younger shoppers.

Celebratory moments like Valentine’s Day and Halloween have less of an impact. Aussies are less likely to get swept up than their global peers.

Clearly, today’s shopper isn’t just waiting for end-of-year discounts. They’re celebrating small, personal, and cultural moments all year long—and they’re spending accordingly.

How will this impact your business?

If you’re a small business owner trying to stand out in a crowded retail market, this research is provides some great insights. Rather than throwing all your effort behind Black Friday or EOFY, think about how your brand can tap into more meaningful moments, ones that actually matter to your customers.

Your goal is to show up with purpose, not just another discount.

Dr Jason Pallant from RMIT Uni sexplains: “Blindly participating in events and chasing customers at big discounts isn’t very profitable. There’s value in understanding when not to take part.”

Think local, act personal

The key takeaway? One-size-fits-all calendars are out. Aussies are creating their own shopping timelines based on what matters to them. By tuning in to those rhythms, mall businesses can build stronger loyalty and customer growth all year round.

Want to dive deeper into the data and see when Aussies are most likely to spend? Grab the full report

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