Australia’s retail sector is entering its most important trading period of the year with a fresh wave of momentum. According to Shopify’s Holiday Retail Report, nearly eight in ten retail business leaders feel more optimistic than they did a year ago, and three-quarters expect stronger sales. Consumers share that sentiment, with planned Black Friday Cyber Monday spending up 43% year on year.
But optimism alone won’t win results. Shoppers are more intentional. They’re researching deeply, setting firmer budgets, experimenting with AI tools, and demanding clear value at every step.
So, where should retailers focus their energy as the season ramps up? The data points reveal three priorities: show value clearly, use AI to work smarter, and make every channel feel connected. Get these right, and you’ll turn seasonal buyers into repeat customers.
Make value clear and effortless to act on
Shoppers are ready to spend but setting limits. More than half have defined spending caps, and over a quarter say they’ll be stricter with their budget. Being transparent and timely about what makes your product or offer worth it is crucial.
Consumers want value they can see instantly, from clear pricing to simple savings messages, and zero surprises on shipping or returns. But even the best offer falls flat if the path to purchase feels clunky.
Audit your purchase journey through your customer’s eyes. Are offers easy to find? Is checkout mobile-optimised? Is post-purchase communication clear and reassuring? As the gift window tightens, proactive updates go a long way in building trust and easing pressure on support teams.
Additionally, while discounts still drive loyalty, they’re not the only lever. Free shipping motivates 44% of shoppers, and 38% value exceptional service. When the value is easy to see and the experience seamless, you can earn trust and repeat business.
Use AI to work smarter
Shoppers are already using AI to shop smarter, whether it’s finding deals, comparing options, or getting gift ideas. Nearly two-thirds of Australians say they’ll use it for at least one task this holiday season.
For retailers, AI can help lighten the load during the busiest period of the year. Many businesses are already using it to write product descriptions, streamline customer support, and stay on top of everyday tasks like inventory updates or sales reporting. For example, at Koala, the team has built intelligent agentic systems that connect directly with Shopify to drive efficiency and help the team support customers better.
One quick win: Ensure your product and website content is structured for AI tools to understand. Clear naming conventions, descriptive product pages, and consistent FAQs help AI-powered search engines surface your products. Shopify’s Knowledge Base app can make that process simpler and smarter.
Still, 72% of consumers remain cautious, and four in five say buying from a person still matters. AI should amplify, not replace, human connection. Use it to free up your team’s time so they can focus on what truly builds loyalty: listening, solving, and supporting.
Make it feel like one brand, everywhere
Today’s shoppers move fluidly between channels, from a TikTok video to your store’s website to an in-store visit, often within the same day. In Australia, they’re just as likely to buy after browsing online as in-store, with social media emerging as a powerful discovery driver. Thirty per cent of shoppers discover products through friends or brand posts, and 21% through influencers.
But discovery is just the start. When it comes to how Australians plan to shop this season, a majority say they’ll split purchases evenly between online and in-store. Half also say they prefer shopping online for smaller items, and heading in-store for bigger purchases.
That means the challenge isn’t just being present, it’s being connected. Whether a shopper meets your business on social media, in email, or at checkout, the tone, pricing, and experience should feel like one seamless story.
Now’s the time to stress-test your customer journey. Look at how well your systems talk to each other. Can a customer start a cart on mobile and finish it in-store? Are loyalty perks and promotions synced across platforms? Are in-store teams aware of what’s running online? These are the details that turn a good shopping experience into one customers trust and return to.
Wrapping up: Clear, connected, and customer-first
Shoppers are heading into the holidays ready to spend, but they’re also more selective. They want value they can see, experiences that work smoothly, and brands they feel good about buying from.
For retailers, now’s the time to focus on clarity, connection and care. Lead with value and make sure your experience is friction-free. Use tools that free up your team’s time. And make sure every interaction feels like part of the same journey.
When you do that, you build the kind of loyalty that lasts long after the decorations come down.
Shaun Broughton is managing director for Asia Pacific & Japan at Shopify.
