Aussies have entered their intentional spending era as households become more selective with their money

Sydney - Zip Co (ASX: ZIP), the digital financial services company offering innovative, people-centred products, has today released new research showing Australians are becoming more deliberate, selective and value-conscious in how they manage their day to day spending.

A survey of 1,507 Australians aged 18+ found two in three Australians (66%) say they are more thoughtful and selective with their spending than they were a year ago, while almost all Australians (97%) are actively trying to get the best value when they shop.

Rather than spending less, the findings suggest Australians are becoming more intentional about where their money goes, what they prioritise and how they find value.

Key findings include:

• 66% say they are more thoughtful and selective with spending than a year ago
• 97% are actively trying to get the best value when they shop.
• 55% are spending less on non-essential expenses than a year ago
• 46% have shopped around more carefully for better value in the past 3 months to help manage essential living costs
• 44% have planned purchases more carefully in the past 3 months to help manage essential living costs
• 78% continue spending on at least one non-essential category when money feels tight

Value-seeking has become mainstream, with 97% of Australians actively trying to get the best value. The most common tactics include buying items on special (43%), comparing prices (40%), waiting for sales or buying items on special (37%) and using discounts or rewards (34%).

“With household budgets front of mind, Australians are becoming much more intentional about how they spend,” said Soraya Alali, Zip ANZ CEO. “They are spending more thoughtfully, looking for better value and making considered choices about what matters most.”

The research also shows Australians are becoming more selective about where their money goes. More than three in four Australians (78%) continue spending on at least one non-essential category when money feels tight, with popular categories including streaming and entertainment, treats for family or kids, social outings, coffee or café purchases and takeaway or dining out.

“At Zip, we know financial confidence looks different for everyone,” continued Ms Alali. “For everyday Australians, it is about staying in control, making smarter decisions and having the flexibility to manage everyday life. This research shows Australians are becoming increasingly savvy and selective, while still making room for the small things that make life feel good.”

Demographic findings

The research also found differences in how Australians seek value.

Women are among Australia’s most active value-seekers, with the research showing they are more likely than men to wait for sales, use discounts or rewards and buy second-hand when looking for better value. Four in ten women (40%) say they wait for sales compared with 33% of men, while 37% use discounts or rewards compared with 31% of men, and 20% buy second-hand compared with 12% of men.

The shift is also playing out differently across generations. Three in four Gen Xers (74%) say they are more thoughtful and selective with spending than a year ago, compared with 66% of the total population. Gen X is also more likely to be spending less on non-essential expenses, at 68% compared with 55% of Australians overall.

Younger Australians are showing a distinct approach to value. Gen Z and Millennials are more likely than older Australians (Gen X and Baby Boomers) to say they are focused on building more financial security heading into the second half of 2026, while also embracing technology to help them make smarter purchasing decisions. They are also more likely than older Australians to use AI or online tools to compare options when trying to get the best value.

“Across generations, Australians are redefining what value means,” Ms Alali said. “Whether it’s planning ahead, comparing options or choosing flexible ways to manage everyday expenses, Australians are becoming more conscious about how they spend and more active in how they seek value.”

Media Contact

For any media enquiries, please contact: Anjani Shyam | Communications Manager ANZ | anjani.shyam@zip.co

About the research

The research was conducted by YouGov via an online survey of 1,507 Australians aged 18+. Fieldwork was conducted between 22 and 28 May 2026. The figures have been weighted and are representative of Australian adults aged 18+.

About Zip

Zip Co Limited (ACN 139 546 428) (ASX: ZIP) is a digital financial services company, offering innovative and people-centred products. Operating in two core markets, Australia and New Zealand (ANZ) and the United States (US), Zip offers access to point-of-sale credit and digital payment services, connecting millions of customers with its global network of tens of thousands of merchants.

Founded in Australia in 2013, Zip provides fair, flexible and transparent payment options, helping customers to take control of their financial future and helping merchants to grow their businesses.

For more information, visit: www.zip.co