AUSTRALIA | Zip Co has released new research showing Australians have become more deliberate, selective and value-conscious in managing their day-to-day spending.
Two in three Australians were more thoughtful and selective with their spending than a year ago, while almost all Australians have been actively seeking the best value when they shop.
Rather than spending less, the findings suggested Australians have become more intentional about where their money goes, what they prioritise and how they find value. Key findings include:
- 66 percent said they were more thoughtful and selective with spending than a year ago
- 97 percent were actively trying to get the best value when they shop.
- 55 percent were spending less on non-essential expenses than a year ago
- 46 percent have shopped around more carefully for better value in the past three months to help manage essential living costs
- 44 percent have planned purchases more carefully in the past three months to help manage essential living costs
- 78 percent continued spending on at least one non-essential category when money feels tight
Value-seeking has become mainstream, with 97 percent of Australians actively trying to get the best value. The most common tactics included buying items on special (43 percent), comparing prices (40 percent), waiting for sales or buying items on special (37 percent) and using discounts or rewards (34 percent).
“With household budgets front of mind, Australians are becoming much more intentional about how they spend,” said Soraya Alali, Zip ANZ CEO.
“They are spending more thoughtfully, looking for better value and making considered choices about what matters most.”
The research also showed Australians have become more selective about where their money goes. More than three in four Australians have continued spending on at least one non-essential category when money feels tight, with popular categories including streaming and entertainment, treats for family or kids, social outings, coffee or café purchases and takeaway or dining out.
“For everyday Australians, it is about staying in control, making smarter decisions and having the flexibility to manage everyday life. This research shows Australians are becoming increasingly savvy and selective, while still making room for the small things that make life feel good.”
The research also found differences in how Australians seek value. Women were among the most active value-seekers, with the research showing they were more likely than men to wait for sales, use discounts or rewards, and buy second-hand to find better value.
Four in ten women said they waited for sales compared with 33 percent of men, while 37 percent used discounts or rewards compared with 31 percent of men, and 20 percent bought second-hand compared with 12 percent of men.
The shift has also been playing out differently across generations. Three in four Gen Xers were more thoughtful and selective with spending than a year ago, compared with 66 percent of the total population.
Gen X was also more likely to be spending less on non-essential expenses, at 68 percent compared with 55 percent of Australians overall.
Younger Australians have shown a distinct approach to value. Gen Z and Millennials were more likely than older Australians (Gen X and Baby Boomers) to say they were focused on building more financial security heading into the second half of 2026, while also embracing technology to help them make smarter purchasing decisions.
They were also more likely than older Australians to use AI or online tools to compare options when trying to get the best value.
“Across generations, Australians are redefining what value means. Whether it’s planning, comparing options or choosing flexible ways to manage everyday expenses, Australians are becoming more conscious about how they spend and more active in how they seek value.”
More insights here
