- 70% of Australians plan to shop the Holiday Sales, led by Gen Z (90%) and Millennials (86%)
- 35% will use AI tools to shop smarter – from discovering products to comparing deals
- 82% plan to shop online – with nearly half of younger shoppers (46–49%) doing 60% or more of their shopping online
- 30% will use BNPL this holiday season, primarily 56% of Gen Z and 42% of Millennials
- 33% say not every Black Friday deal is genuine and 31% are focusing on “buying better, not more.”
Sydney, 26 November 2025 – Australians are gearing up for a big holiday sales season, with new PayPal research revealing a creative use of AI tools to make festive shopping easier and smarter and growing use of Buy Now, Pay Later (BNPL) to stretch budgets.
Digital Convenience Drives End of Year Sales Spending
Australians are embracing the convenience and excitement of holiday sales, with 70% planning to shop the End-of-Year (EOY) sales this year. More than half of Australians (56%) plan to shop the Black Friday sales alone – a third during the Black Friday early bird sales and 47% on Black Friday itself. A further 27% will shop on Cyber Monday.
EOY sale shopping is particularly strong among younger generations – 90% of Gen Z and 86% of Millennials plan to shop the EOY sales, highlighting how younger Australians are driving the nation’s appetite for the best holiday deals and discounts.
82% of Australians plan to shop online this holiday season – including nearly all (93%) of Aussies under 45 – as digital shopping continues to dominate. And more than half of Aussies (54%) say they’re looking to spend the same or more in this year’s sales season.
However, Australians are also shopping with care. There’s a growing focus on value and authenticity, with one in three (33%) agreeing that not every Black Friday deal is a genuine discount, and 31% saying their approach is to buy better, not more.
AI All the Way: Aussies turn to AI for smarter festive shopping
Artificial intelligence is shaping the way Australians approach holiday shopping, with 35% planning to use an AI tool such as ChatGPT, Perplexity or other shopping assistant this festive season. And for Aussies under 45, this rises to 56% who’ll use AI to help them holiday shop online this year.
Among those who’ll use AI, half (50%) plan to use it for gift ideas, 47% for finding deals or price comparisons, and 46% for locating discounts or promo codes.
While younger shoppers are leading the use of AI, Gen Zs are more likely to use AI for price alerts and trending gifts, while Millennials are using it for product comparisons and brand discovery – showing the different ways both groups are embracing AI for online shopping.
Wrap Now, Pay Later: How BNPL is helping budgets go further
Budget-conscious Aussies are turning to BNPL to make their money go further this holiday season. Three in ten Australians (30%) plan to use a BNPL service such as PayPal Pay in 41 for their holiday shopping.
Among those planning to use BNPL, the top reasons include spreading out costs over time (49%), convenience and ease of use (47%), and managing cost-of-living pressures (43%) However, more than a quarter (26%) say they would consider using BNPL if there are no late fees, underscoring the appeal of PayPal Pay in 4’s no late fees and no interest BNPL service.
Younger Australians are leading this shift – 56% of Gen Z and 42% of Millennials plan to use BNPL this holiday season. This highlights how younger shoppers are looking for payment choice and flexible options this festive period.
Cathy Jamieson, Consumer Shopping Expert, PayPal Australia said, “This end-of-year sales season, more Australians are turning to AI to help power their shopping - whether it’s finding the perfect gift, uncovering the best deals, or enjoying a more tailored online experience. AI is changing the way people shop, and Australians are really embracing this evolution.
“We’re also seeing more shoppers choose BNPL to spread out the cost of larger purchases - such as PayPal Pay in 4 with no late fees or interest. And with PayPal’s trusted security and buyer protection, Australians can shop the sales with confidence, knowing their payments are in safe hands.”
Shop safe this holiday sale season
While Aussies are ready to shop, safety remains top of mind. More than half (55%) are concerned about scams or fake offers when shopping online. However, on a positive note, 81% say they’ll take steps to stay safe this holiday season.
Their top strategies include shopping only on trusted websites (55%), avoiding unfamiliar links (52%), and using secure payment options like PayPal (46%) which includes buyer protection for eligible purchases, giving Australians greater confidence to shop online safely this festive season.
ENDS
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1 PayPal Pay in 4 is a continuing credit contract provided by PayPal Credit Pty Limited (ABN 66 600 629 258; Australian Credit Licence 568848) to Australian residents and is subject to eligibility criteria, credit application and suitability assessment. PayPal Pay in 4 is available on eligible transactions under AU$2,000 and application and use may impact a customer's credit score. For full terms and eligibility criteria, see website.
About the research
All figures, unless otherwise stated are from YouGov. Total sample size was 1000 adults. Fieldwork was undertaken between 30th October – 1st November 2025. The survey was carried out online. The figures have been weighted and are representative of all Australian adults (aged 18+).
PayPal has been revolutionizing commerce globally for more than 25 years. Creating innovative experiences that make moving money, selling, and shopping simple, personalized, and secure, PayPal empowers consumers and businesses in approximately 200 markets to join and thrive in the global economy. For more information, visithttps://www.paypal.com, https://about.pypl.com/ and https://investor.pypl.com/.
PayPal Australia was established in 2005 and has more than 9.5 million active Australian customer accounts. PayPal enables Australian consumers and businesses to easily and securely send, receive, and manage their money. The PayPal service is provided by PayPal Australia Pty Limited (ABN 93 111 195 389) which holds an Australian Financial Services Licence number 304962. PayPal credit services are provided by PayPal Credit Pty Limited (ACN 600 629 258) which holds Australian Credit Licence 568848. For more information visit PayPal Australia Newsroom for more information and follow us on Instagram or Facebook.
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