Australians spend more during summer than any other season, with $166 billion changing hands between December and February, according to analysis from Westpac DataX released by oOh!media.
However, many marketers reduce their presence during this peak period.
The analysis shows summer spending generates 16 million more transactions than winter, with discretionary purchases alone rising by $2.9 billion.
Categories including supermarkets, fashion, cosmetics, electronics and leisure all get growth driven by higher mobility and consumer optimism.
"Summer is a high-mobility season when people are spending, socialising and travelling more than ever," said Melinda Duffy, head of product at oOh!media.
"At the same time, many traditional media channels go quiet. With the non-rating TV period and popular radio presenters taking leave, brands often reduce their presence in market, missing a key window to connect when Australians are most active and ready to spend."
Jewellery spending increases by 31% during summer, while office and education supplies rise 26% as Australians prepare for the year ahead.
The seasonal surge starts in November, with $8.7 billion spent during the four-day period from Black Friday to Cyber Monday in 2024, equating to nearly $1.5 million per minute.
January 2025 retail spending reached $37 billion, up 3.8% year-on-year, fuelled by extended Boxing Day sales activity.
"This data shows how seasonal shifts are reshaping how brands should approach campaign planning across the summer period, but too often, the brands themselves are absent," Duffy said.
Out-of-home advertising remains active during summer when other channels reduce presence.
A Grey Goose campaign last summer using retail, rail and billboard environments recorded a 21% increase in buyers, a 34% uplift in transactions and a 14% rise in brand penetration year-on-year.
Research from Analytic Partners shows out-of-home advertising delivers a 2.6% increase in effectiveness during summer months.
The findings were revealed at an industry event hosted by oOh! at The Trust in Melbourne, where 100 agencies and clients explored how changing summer behaviours influence media and marketing decisions.
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