How Aussies shopped during the 2024 peak season

The 2024 peak season (1 Nov-31 Dec) smashed records yet again, highlighting evolving consumer behaviour and new strategies from retailers.

Here’s a look at the top trends that defined last year’s peak season and what they mean for businesses in 2025.

Online shopping maintains its growth momentum

Online shopping soared during the last peak season with 7.6 million Aussie households shopping online, up 2.4% on last year.

We delivered nearly 103 million parcels across Australia during peak–that’s 2,400 parcels a minute! This surge highlights the growing importance of value, convenience and timing in modern retail.

For retailers, this trend signals the importance of optimising their online presence and streamlining their eCommerce platforms to cater to the evolving demands of the digital consumer.

The most shopped categories

Certain categories emerged as top choices in 2024. The demand for Health and Wellness products continued to grow (+20.5%), Athleisure boomed (+15.8%) and consumers embraced the outdoors in Tools and Garden (+14.6%).

Retailers can use this insight by diversifying their product range or zeroing in on niche markets within these booming categories, a key factor when staying ahead of the curve.

Regions and express delivery trends

Australia’s regions played a pivotal role in 2024’s peak season success, with notable growth in the Northern Territory (+12.4% YoY), Tasmania (+11.4% YoY) and South Australia (+8.9% YoY).

By adapting to the unique dynamics of different regions, retailers can foster stronger connections with local consumers and capitalise on untapped opportunities for growth.

Suburbs topping the list of postcodes with the most online purchases. were Mackay (QLD), Toowoomba (QLD) and Point Cook (VIC).

Express delivery services saw high uptake in urban areas with Richmond (VIC), Sydney (NSW) and Bondi Beach (NSW) coming out on top. This reflects a broader trend of Aussies’ growing demand for fast and reliable delivery services.

Spotlight on the cyber sales weekend

The cyber sales weekend (29 Nov–2 Dec) delivered standout results. Online purchases rose 7.8% (YoY), highlighting Australian consumers’ focus on maximising their spend by capitalising on big discounts.

Retailers fuelled this momentum by launching sales weeks before Black Friday and extending them well past Cyber Monday. This strategy not only allowed consumers to shop at their leisure but also helped spread delivery demand, ensuring smoother fulfillment operations.

How we supported business during peak season

When our forecast for peak 2024 indicated it would be our biggest yet, we reinforced our network and facilities to meet business and consumer expectations for fast and timely deliveries.

Among the businesses we supported were Allpress Espresso Roastery, which experienced a 600% surge in Black Friday orders–well above its forecast.

Allpress said, “Our local AusPost depot moved us from van to bulk ULD cage collection within a day, ensuring timely deliveries with no extra business costs. AusPost truly felt like an extension of our supply chain.”

There was also online activewear store, LSKD who voiced appreciation for our additional pickups that “ensured our community got their parcels promptly and efficiently.”

And Brand Collective, which houses apparel, footwear and sports brands, acknowledged our improvements in “visibility, planning, capacity and execution while keeping our customers and community firmly in mind.”

Strategies for 2025 success

Here’s how eCommerce retailers can prepare for this year’s sales seasons:

1. Start early: Launch promotions ahead of peak periods to capture early shoppers and maintain momentum.
2. Prioritise convenience: Offer flexible delivery options, including express and standard services, to cater to varying customer needs.
3. Analyse data: Use past sales insights to target high-performing regions and popular product categories.
4. Focus on regional markets: Tap into the growth potential of regional hubs like Mackay and Toowoomba by tailoring marketing campaigns to these areas.
5. Promote value: Showcase discounts, bundles, and loyalty incentives to attract value-driven shoppers.

With eCommerce continuing to evolve, businesses that adapt to changing consumer behaviours and leverage data-driven strategies will thrive in 2025.