WHAT'S HOT AND WHAT'S NOT
May 2025
The national mood is recovering; Clothing and Home tech drive EOFY shopping plans; Most plan to spend $101–$500 for EOFY; Credit cards lead EOFY purchases payment, debit cards popular among younger and female audiences are all fuelling opinions and conversations this month.
2-5 May, 2025
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood has recovered after a continuous decline since November 2024, peaking in April 2025, although net negative sentiment remains slightly higher. Overall, net negative emotions are ahead of net positive emotions, with the negative mood driven by Australians feeling anxious, stressed and frustrated.
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Dominant mood indicators
The top 10 dominant moods are a mix of positive and negative emotions. The top 2 feelings are positive, with calm and hopeful topping the list this month. The remaining top 5 emotions are mixed, with anxious, optimistic and relaxed the next dominant moods.
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Conversation Starters
EOFY shopping plans
plan to make purchases during the EOFY sales
Clothing and home tech drive EOFY shopping plans
Among Nine’s audience, more than 1 in 2 (52%) plan to make purchases during the EOFY sale. Clothing is the top category, with 27% intending to buy, rising to 35% among younger audiences under 45.
Home tech is the second most popular category at 15%, with male audiences more likely to purchase at 19%.
BRAND CONSIDERATION
Clothing is the most sought-after category, especially among under-45s. Brands should focus on style refreshes, limited-time offers and trending winter wardrobes.
EOFY Spending Habits
plan to spend $101-500 in the upcoming EOFY sale
Most plan to spend $101-$500 for EOFY
Among Nine’s audience, nearly 3 in 10 plan to spend $101–$500 in the upcoming EOFY sale, with younger audiences under 45 and female audiences more likely to spend within this range (33%).
Male audiences show a greater tendency to spend larger amounts of money, with a higher percentage of them intending to spend between $501 - $1,000 (23%) and also between $1,000 - $5,000 (22%) when compared to female, where the proportions planning to spend in those ranges are 14% and 12% respectively.
BRAND CONSIDERATION
With male audiences more likely to spend larger amounts this EOFY, brands should tailor their messaging to match the decision-making mindset - rational, informed and outcome-focused.
Preferred Payment Methods
plan to use personal credit cards for their EOFY purchases
Credit cards lead EOFY purchase payment, debit cards popular among younger and female audiences
Among Nine’s audience, nearly half (45%) plan to use personal credit cards for their EOFY purchases.
Younger audiences under 45 are more likely to use personal debit cards than those over 45 (46% vs. 27%), while females also have a higher usage rate than males (37% vs. 24%).
Cash payments are more popular among male audiences (44%) than female audiences (33%).
BRAND CONSIDERATION
With nearly half of Nine's audiences planning to use personal credit cards, brands should ensure frictionless checkout with trusted card gateways, offer bonus points, cashback offers, or loyalty perks for credit card users.
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