Afterpay Day 2025 report reveals consumer behaviour trends

Afterpay's recent "Afterpay Day Unlocked: 2025" report outlines anticipated shifts in consumer behaviour and retail strategies ahead of the upcoming Afterpay Day sales event.

With Afterpay Day drawing participation from more than 1.2 million shoppers in Australia and New Zealand during the last event, the initiative continues to attract significant consumer interest. Last year's event saw merchants achieve an average 41% increase in revenue, highlighting the importance and potential profitability of participation for retailers.

This year, 50% of Afterpay customers intend to shop during Afterpay Day, with an equal percentage considering participation. This indicates the event's strong appeal and presents a substantial opportunity for retailers ready to meet consumer demand.

The report identifies several key trends in consumer shopping practices that retailers should note. Notably, 56% of shoppers plan to engage through both in-store and online channels, emphasising the growing importance of an omnichannel strategy. Independent retailers are also positioned to benefit, with 51% of consumers prioritising purchases from small to medium-sized businesses (SMBs).

The timing of purchase decisions is also changing, with 31% of consumers planning their purchases in early to mid-March and another 31% making final decisions during the sales event itself. This underscores the importance of early consumer engagement and planning by retailers.

Regarding purchase categories, fashion is expected to lead, with 26% of consumers inclined towards this segment. Electronics and tech follow at 19%, with beauty, health, and wellness at 16%, and homewares and furniture at 14%. Lifestyle and experiential purchases, such as travel, are also gaining traction, with an 11% consumer interest.

The "Afterpay Day Unlocked" report also offers strategies for retailers to optimise their Afterpay Day results. Offering strong discounts is highlighted as a key driver of sales, potentially increasing transactions by 32% for SMBs. Enhancing online visibility, particularly in search, is recommended, with 361,000 searches for 'Afterpay' recorded during previous events. Furthermore, leveraging digital engagement is crucial, as proven by 57 million messages viewed during the last Afterpay Day, indicating digital marketing's significant role in boosting sales.

Katrina Konstas, Country Manager APAC at Afterpay, commented on the event's significance, stating, "Afterpay Day has solidified its position as a pivotal event in the Australian and New Zealand retail calendar. It offers merchants a unique platform to connect with a motivated audience eager for value and flexible payment solutions to empower their spending."

Fleur Brown, Chief Industry Affairs Officer at the Australian Retailers Association (ARA), expanded on this view: "Afterpay Day represents a significant opportunity for retailers across Australia and New Zealand to connect with value-conscious consumers. It allows retailers the chance to engage with consumers and boost sales while also strengthening customer relationships through flexible payment solutions. We know retailers will be putting their best foot forward for Afterpay Day, from fantastic offers to seamless online shopping experiences, and we're hopeful this uptick will give much-needed confidence to businesses moving forward."