The State of Shopping Survey Reveals Rise of the Fickle Shopper

Sydney, Australia - 30 March 2026 - Australian shoppers are becoming increasingly strategic in their spending as cost-of-living pressures continue into 2026, with new research revealing less shopper loyalty as many are comparing multiple retailers to secure the best deals. 

The annual The State of Shopping report from Shopfully - the international leader in Drive to Store, found that roughly two-thirds of shoppers (67%) are intentionally spreading their spending across multiple retailers to find the best value. 

Other cost-saving strategies include reducing non-essential purchases (45%), prioritising products on promotion or offering the greatest savings (44%), and switching to cheaper brands or private labels (35%). 

Shoppers again remain cautious this year, with 60% of Aussies believing their purchasing power will not improve - up from 54% last year - reflecting ongoing pressure on consumer confidence. 

"With consumer confidence low and only 4% of shoppers planning to spend more this year, Aussies are becoming far more strategic with their spending and taking extra steps to secure the best possible value," said Brendan Straw, Shopfully Country Manager for Australia. "For retailers, this means showing up with the right offer at the right moment. Brands that can cut through the noise and deliver clear value to shoppers will be best placed to win attention, drive sales and instill loyalty." 

While preference for brick-and-mortar shopping has increased to 68% from 41% last year, driving consumers effectively to that final point of purchase remains critical - particularly in high foot-traffic categories such as food and beverages (87%), health and personal care (82%), and home improvement (74%). 

At the same time, the path to purchase is increasingly digital. Nearly two-thirds of shoppers (63%) say they always or often research products online before buying, with prominent methods for seeking inspiration including a brand or retailers' direct website or app (53%) and online platforms or apps that compile retailers' promotions and deals (33%). Thus, it reinforces the need for a strong omnichannel strategy that influences shoppers well before they step in-store. 

In line with the preference to drive down costs, promotions continue to be increasingly sought after, with nearly half of Aussies (48%) reporting promotions and deals strongly impact their purchasing decisions. Close to two in five Aussies (39%) are taking it one step further, deliberately delaying their purchases until annual sales periods.  

As consumers grow more intentional about when and where they spend, they're also becoming more receptive to methods that help them uncover value. Advertising, when relevant and promotion-led, is emerging as one of them. Over a third of Australians (35%) now say they find ads useful for discovering promotions they may not have otherwise come across, as well as when they support their shopping planning (23%).  

Emerging technologies are also beginning to play a role in this process. While the majority of Aussies (87%) have not yet used AI tools such as ChatGPT or chatbot assistants to support shopping decisions, those who do report clear benefits. Shoppers say AI is particularly helpful for comparing prices across retailers (71%) and tracking price drops on desired items (43%). Digital-native consumers aged 25 to 34 are the most likely to use AI when planning purchases.

"Today's shoppers are savvier than ever and far less likely to stick with a single retailer or brand if their expectations around value aren't being met," said Straw. "For retailers, that means being visible at every stage of the shopping journey. Brands that can deliver timely promotions and relevant messaging across both digital and physical touchpoints will be best placed to capture attention, drive footfall and convert value-focused shoppers." 

Ends 

About the Research

The State of Shopping survey was conducted online in February 2026 by Shopfully. The sample consisted of over 500 Australian Shopfully app users aged 18 years and older. Following data collection, results were weighted by age, gender and region to align with ABS population estimates.

About Shopfully  

Shopfully is the international tech company leader in Drive to Store that connects millions of shoppers with the local stores around them. The company is now a partner to over 500 top retailers and brands in 25 countries. Shopfully operates with a team of over 450 digital retail experts and reaches 200 million users globally through proprietary marketplaces, premium publisher networks, and AI-powered solution