Australians are spending more time online than ever before, clocking an average of 41 hours per week, the equivalent of a full-time job and well above the global average of 33 hours. Nearly half that time is spent on social media, highlighting the growing dominance of social platforms in shaping how Australians connect, consume and make decisions.

That’s according to Digital 2026: Australia, released today by Meltwater, the global leader in media, social and consumer intelligence, and We Are Social, the socially-led creative agency. The annual report provides one of the most comprehensive views of digital behaviour in the country, tracking trends in media consumption, social media platform use, advertising and attitudes towards emerging technologies.

Social media now rivals search for brand discovery

The report reveals that 6 in 10 Australians use social media (including traditional social networks, forums, Q&A platforms and community boards) to research brands each month, almost matching the proportion using search engines. This presents a major opportunity for brands that optimise for social and AI-first search environments to capture intent earlier in the customer journey.

Reddit is on the rise in Australia

Australia has become one of the most active Reddit markets globally, with usage three times higher than the global average. The platform now reports a potential ad reach of over 23 million and ranks as Australia’s fifth most visited website, with users spending more time per session than on Facebook or Instagram, signalling untapped potential for brands seeking to engage high-intent communities authentically.

YouTube remains the most dominant platform

YouTube continues to dominate Australia’s attention economy. The platform reaches 80% of internet users, with a potential ad audience of 21 million. Australians spend more than 11 minutes per session on the app, longer than any other platform, and it’s the most opened and most watched mobile app in the country. Women aged 65 make up YouTube’s largest advertising audience segment, followed by women aged 35–44, flipping the stereotype of YouTube as a youth-focused platform.

Double-digit increase in social media and influencer marketing spend

Australia’s total advertising spend reached USD 20.7 billion in 2025, with digital accounting for 74% (USD 15.4 billion). On a per capita basis, Australia ranks third globally in digital ad spend, reaching USD $769 per person – and USD $586 per internet user. Social media captured USD 4.73 billion, an 11% year-on-year increase. Influencer marketing is also on the rise, now valued at USD 590 million, up 13.5% from the previous year, reflecting its growing role in brand building and conversion. Programmatic advertising also continues to play a dominant role, now accounting for 88.6% of Australia’s total digital ad revenue – placing the country in a tie for globally, alongside Spain.

AI adoption rises, but Australians remain wary

While 30% of Australians say they use ChatGPT monthly, only 34.2% express excitement about AI, placing Australia among the least enthusiastic countries globally. Yet ChatGPT drives over 85% of all chatbot-to-website referrals, signalling a shift from traditional SEO to ‘GEO’ (Generative Engine Optimisation).

Key insights from the report include:

• There are 21 million social media user identities in Australia, equal to 78% of the total population
• TikTok, YouTube and Instagram dominate time spent, with TikTok users averaging 1 hour and 14 minutes per day
• Facebook is still the leading source of web traffic referrals, responsible for 67% of all social platform link clicks
• 81% of Australians play video games, with mobile gaming the most popular format at 56%

Ross Candido, VP ANZ at Meltwater, said: “ As trust declines and algorithm fatigue grows, Australians are increasingly turning to content and people that feel real and credible. The rise of Reddit as one of the country’s most engaged platforms, alongside continued growth in influencer marketing spend, reflect a clear shift in where brand investment is headed. Authenticity is the currency for brands looking to cut through the noise – and the opportunity now lies in building value-aligned partnerships with creators who can drive meaningful and measurable impact. What’s more, with LLMs reshaping search, fake content on the rise and media more fragmented than ever, this year calls for a fundamental rethink – not just of strategy, but how we track, measure and invest across digital.” 

Suzie Shaw, CEO of We Are Social APAC, said:  “Social is where discovery starts, trust is built and relevance is won, and we’re seeing a fundamental shift in how its influence works. It’s no longer confined to one platform, demographic or content type: now it’s more distributed, dynamic and deeply embedded in culture. The smartest brands are moving away from siloed planning and towards integrated approaches that connect paid, owned and earned, because that’s how people experience the internet. The ones performing best are connecting the dots through creators, communities and content that drive trust, relevance and results at scale.” 

Download the full report now on Meltwater’s website.

Running a hospitality business is a constant act of balancing creating amazing guest experiences with maintaining smooth service, keeping costs under control, and keeping a happy team. It’s a tough gig, especially when things get busy.

For those using or considering running Square, the company is bringing to market new tools to help sellers move away from tedious admin and onto the floor, allowing them to speed up service, simplify operations, and sell more.

Keep orders flowing, even during peak service

Technology should empower venues to take on more orders and serve more guests, especially when things get busy. This major update helps venues grow revenue by making self-service a smooth and effective way to take orders.

• Square Kiosk Upgrades: Your fastest way to take orders. The Square Kiosk has been completely rebuilt as a native iOS app, delivering faster performance and a smoother checkout flow for customers. This upgrade helps venues cut wait times, increase order sizes and keep sales flowing.
• Kiosk Order Ready texts smooth out pickup (coming soon). To complete the self-service flow, venues can now automatically send customers a text message when their kiosk order is ready for collection. This cuts down on customer crowding and confusion at the counter.

Speed up service and payments

The checkout experience should never be a bottleneck on a busy shift. These updates help venues turn tables faster and give teams back precious time by simplifying how guests pay and order.

• Let guests settle bills faster with Scan to Pay. Diners can now simply scan a QR code on their printed bill and pay straight from their phone. It helps turn tables faster, gives staff more time to serve, and makes it easier to track which tables are ready to go.

• Item Splits make complicated bills simple. Staff can now split a single item (like a shared bottle of wine or dessert) across multiple separate bills in just a few taps, keeping the line moving and customers satisfied.

• Reservation Deposits are now seamlessly applied to the bill. For venues taking reservations via OpenTable and SevenRooms, any deposit paid at the time of booking is now automatically applied to the final bill. This removes one manual step for staff at checkout.

• The new Order Manager consolidates all orders in one place. Whether it’s a walk-in, a takeaway, or a delivery order, the new Order Manager tab within Square POS unifies all incoming tickets onto a single screen. This makes coordinating the kitchen and front-of-house simple and consistent. House Accounts simplify billing for regulars (coming soon). Venues can easily extend credit, track balances, and issue invoices (automatically or manually) for their frequent corporate clients or regulars, all with accurate reporting built into Square.
• Cleaner, shorter receipts. Printed receipts now automatically group identical items. This keeps receipts tidy, saves paper, and makes it easier for staff to review orders quickly.

Gain Control, Simplify Daily Operations

The back-end admin can slow operations down. These features are designed to consolidate platforms and automate daily tasks so venues can focus on delivering great service.

• An upgraded DoorDash integration to the tablet juggle (coming soon). Sellers taking DoorDash orders no longer need to keep switching between tablets. The new integration connects directly to the Square, syncing menus, prices, and availability in real time. Orders drop straight into the POS and Kitchen Display, and venues can even pause or resume DoorDash orders right from within Square.

• Automated weekend & public holiday surcharges on Square Online. Managing surcharges to offset higher weekend and public holiday costs is important for many Australian venues. These surcharges now automatically apply on the Square Online store, syncing with the POS and reducing manual work.
• Transfer of Accounts simplifies business handovers (coming soon) . If a venue is changing ownership, bringing in a new partner, or moving to a multi-owner structure, this tool simplifies the process. It helps ensure a smooth transition without complex admin.

New research has revealed a critical AI paradox for Australian small businesses: while regular AI users are more likely to see revenue growth, surprisingly, more than half (54%) say their business wouldn’t be impacted if AI tools disappeared tomorrow.

Xero’s ‘AI for small business: Bridging the gap from inertia to action’ white paper, which surveyed 1,100 small businesses globally including 500 in Australia, found those that have adopted AI are seeing improved business performance, with 57% of Australian small businesses that grew revenue in the past year saying they use AI tools at least weekly.

However, the findings show a market that is curious but not yet reliant. While 56% of Australian owners feel confident about using AI, this confidence has not yet translated into deep, business-critical adoption, creating a significant AI readiness gap. 

Angad Soin, Managing Director ANZ and Global Chief Strategy Officer at Xero, said the readiness gap is preventing many small businesses from realising the benefits of AI.

“AI-savvy small businesses are seeing improved revenue growth but Aussie entrepreneurs are still hesitant to fully embrace the technology,” Soin said. “There is a difference between surface-level confidence and the deep trust needed for critical adoption. While Australian owners are optimistic, they’re also telling us they have concerns around security and reliability, which is creating a readiness gap. ”

The report found this gap is driven by significant external and internal barriers. “Data privacy and security” was cited as the top concern for Australian small businesses (42%), followed by the “accuracy and reliability” of AI outputs (35%).

Australian small businesses are also uniquely time-poor compared to their global peers. Nearly a quarter (23%) cited a key barrier to AI adoption being a lack of  time to research and teach themselves how to use the technology—more than double the rate of small businesses in the UK (11%) and US (8%).

Soin said: “The main challenge for Australian small businesses isn’t just adopting technology, it’s finding time. Our research shows small businesses are optimistic about the impact AI can have within their business, but a gap in trust and, most acutely, a lack of time is holding them back from moving AI from a ‘nice-to-have’ to a critical part of their business.”

“This creates a risk of a two-speed economy where businesses with the resources to adopt AI will accelerate while the others are left behind. The solution isn’t about adopting every new tool overnight. For time-poor businesses, the easiest way to start is by building new habits and exploring AI within the platforms they already use every day. It’s about starting small, testing, and strategically auditing where time is being lost to ‘busywork’ to ultimately give them back their most valuable asset: time.”

The report also highlights a ‘trust leap’ in adoption. While current AI use is highest in creative tasks like marketing (25% weekly use), small businesses show intent to move AI into the core of their operations. In the next six months, 31% plan to use AI for bookkeeping and accounting.

Soin said: “The role of accountants and bookkeepers is evolving as small businesses look to move AI from the edge of their business into their core operations. Becoming the strategic partner who can help them navigate this change and safely integrate AI into their financials will be a critical role.”

The  AI for small business: Bridging the gap from inertia to action’ white paper outlines a three-pillar approach for small businesses to bridge the gap, focusing on adopting a new mindset, taking strategic action and de-risking the environment through trusted partners.

Omada, TP-Link Systems Inc.’s exclusive business solutions brand, today announced four major software upgrades designed to give MSPs, System Integrators, Installers, and IT Administrators smarter tools for Faster Troubleshooting, Simpler Planning, and more Reliable Performance. The updates include Omada Network 6.0, Omada App 5.0, the all-new Omada Design Hub, and Wi-Fi Navi App V1.5. Together, these upgrades deliver an Integrated Platform for Planning, Deploying, and Managing Software-Defined Networks end to end.

Omada Network 6.0: Faster Troubleshooting and Smarter Operations

Omada Network 6.0 introduces a redesigned interface that makes monitoring and configuration more intuitive for complex deployments. A new multi-tab dashboard provides at-a-glance visibility into topology, traffic, and client activity. At the same time, AP density maps and heatmaps offer instant insight into user behaviour and network performance. The Software upgrade also debuts a multi-level health scoring system that automatically evaluates devices, clients, WLANs, and sites, helping IT teams identify issues earlier and resolve them faster.

Smart Topology, a feature that provides a visual map of the Customer’s Network, now comes with real-time VLAN visibility and disconnected device tracking for more efficient network management. Also part of the upgrade is enhanced client recognition that detects device type, brand, and model automatically. Additionally, new tools like wizard-based VLAN setup and centralised bulk port management cut configuration time from hours to minutes, especially in large-scale projects.

Omada Design Hub: Free Cloud-Based Network Planning

The new Omada Design Hub (https://design.tplinkcloud.com/) is a free, Cloud-based tool that makes Network planning faster and easier. Installers and Integrators can upload floor plans, automatically detect walls and other obstacles, and generate Wi-Fi heatmaps instantly. With AI-powered AP placement, cross-floor cabling, and one-click proposal exports, the software upgrade simplifies network design while improving communication with end clients.

The platform supports bulk adjustments, real-time topology updates, and editable equipment lists with pricing, enabling faster, more accurate planning. Adaptive spatial models and signal calculations ensure reliable coverage, giving partners the confidence to deliver installation-ready designs faster and at lower cost.

Omada App 5.0 and Wi-Fi Navi App 1.5: Mobile Tools for Ongoing Management

Omada App 5.0 refreshes the mobile interface for smoother monitoring and configuration, giving IT Admins an easier way to manage Networks remotely. The Omada Wi-Fi Navi App V1.5 expands its toolkit for Installers with new features, including Wi-Fi Integrated Test, Walking Test, IP/Port scanners, public IP lookup, and bandwidth/PoE calculators. With iPerf2 support and enhanced scanning, the app makes it simpler to validate deployments and troubleshoot issues on-site.

Following the official passing of the Payday Super legislation by the Australian Parliament. The Bill expects SMBs to Payday Super right on day one. At the same time, hundreds of thousands of SMBs will need to move off the ATO’s Small Business Superannuation Clearing House (SBSCH), set to close 1 July 2026. That’s a big ask, especially when you consider the 60% increase in admin overheads and $124,000 cashflow impact the average SMB will face on day one. Business software vendors are now racing to amend their solutions to meet the changes in 2026.

Angad Soin, Managing Director, ANZ & Global Chief Strategy Officer, Xero has made the following statement:

Xero welcomes the official passing of the Payday Super legislation by the Australian Parliament.

This legislation means real-time super payments are on the near horizon for Australia’s employers, with the changes set to take effect from 1 July 2026.

Aligning super contributions with pay cycles is a practical reform that promises to improve transparency and help reduce unpaid super, ultimately benefiting Australians in the long run.

We understand that these new obligations will take time for businesses to adapt to. Having anticipated this legislative reform, Xero has been proactively preparing for the 2026 transition, dedicating significant resources to make the shift to Payday Super as smooth as possible.

We are ready to support small business employers with the digital tools, education, and resources they need to meet the new compliance requirements effectively.

Given the lead time required to prepare, it is important employers engage with their advisors – such as their accountant or bookkeeper – now. Businesses should confirm whether their existing systems will support them from July 2026, so they can begin making any necessary changes as soon as possible.

Global small business platform, Xero, has released its latest Xero Small Business Insights (XSBI) update, revealing small business sales grew 5.5% in the September quarter – the strongest quarterly result in two years. The data suggests the benefits of official interest rate cuts may finally be flowing through to consumer spending and the small business economy.

September quarter at a glance:

• Sales growth rose to +5.5% year-on-year (y/y) in the September quarter, up from +3.9% y/y in June – the strongest quarterly result in two years.
• Jobs growth grew +2.7% y/y, down from +3.0% y/y in June, with a notable dip in September (+2.0% y/y).
• Tasmania led the states with +6.7% y/y sales growth, its best performance since early 2023.
• Construction was the standout industry, with +6.6% y/y sales growth and +3.9% jobs growth – both two-year highs.

Sales on the right trajectory

Small business sales showed a solid recovery in the quarter, following a softer 3.9% y/y rise in the June quarter. While still below the long-term average of 7.8% y/y, the growth reflects renewed momentum in the sector. Monthly data showed a familiar pattern of sales spikes following interest rate cuts, with September (+8.1% y/y) and June (+7.5% y/y) both following the Reserve Bank of Australia (RBA) policy decisions. These short-term boosts have yet to deliver sustained above-average growth, but the data aligns with the RBA’s September statement, noting improving private consumption driven by rising real wages, tax cuts, lower interest rates, and effects from higher house prices.

Workforce trends show cautious optimism

Jobs growth slowed in the September quarter, likely reflecting the lagging impact of softer mid-year sales and ongoing uncertainty for small business owners. Despite this slowdown, more small businesses increased their workforce than in recent months – 28.8% grew their teams, the highest proportion since December 2023. However, slightly more businesses also reduced staff, with 24.1% cutting jobs compared to 23.7% in June.

Angad Soin, Managing Director ANZ & Global Chief Strategy Officer, said: “This is the most encouraging sign we’ve seen for the Australian small business community in two years. After a period of intense pressure, Xero Small Business Insights data shows the grit of entrepreneurs , coupled with stabilising economic conditions, is starting to turn the tide. As we head into the holiday season, including events like Black Friday, it’s a reminder for all of us to shop local and continue to support businesses at the heart of our communities.”

Louise Southall, Xero Economist, said: “These figures are tentative but encouraging signs that the Australian economy has achieved the soft landing the RBA has been aiming for. The challenge for the central bank has always been to cool inflation without stamping out growth or lifting unemployment. This data, which shows sales for small businesses accelerating while jobs growth only moderating slightly, suggests its strategy is having the desired effect.”

Tasmania tops sales growth, while hospitality employment continues to fall

Sales growth was broad-based across regions, with Victoria rebounding to +4.7% y/y and Tasmania outperforming with +6.7% y/y (up from 2.5% y/y and  2.4% y/y in the June quarter respectively). Jobs growth was more subdued, with Western Australia (+3.9% y/y) and Queensland (+3.5% y/y) leading the way.

At an industry level, 15 of 17 sectors tracked by XSBI recorded stronger sales growth than in the June quarter. Most notably, construction sales increased 6.6% y/y – the highest increase in two years, while retail trade (+4.8% y/y), and hospitality (+4.4% y/y) also saw improvements. Construction jobs were also higher (+3.9% y/y), while hospitality jobs declined for the seventh time in eight quarters (-0.5% y/y).

You can find the latest Xero Small Business Insights Australia Update here.  To find out more about how Xero Small Business Insights is constructed, see the methodology.

Intuit Australia Pty Limited, subsidiary of Intuit Inc. (NASDAQ: INTU), the global financial technology platform behind Intuit QuickBooks, Mailchimp, TurboTax and Credit Karma, today announced a significant milestone in its mission to build an all-on-one platform with everything businesses and accountants need to compete and grow. As the first financial management software provider to achieve Accredited Data Recipient (ADR) status under the Open Banking initiative, Intuit QuickBooks is now rolling out Australia’s most advanced bank feed solution to its customers.

Open Banking introduces powerful benefits that streamline workflows, save time and improve results for businesses and advisors using Intuit QuickBooks. The benefits include:

• Real-Time Data Sync: Banking transactions flow into Intuit QuickBooks instantly, giving SMBs, accountants, and bookkeepers immediate access to accurate and up-to-date financial information, allowing business owners to make timely decisions and enabling accountants and bookkeepers to deliver more effective support.
• Time Efficiency: Ends the need to chase missing transactions or deal with duplicates. The direct feed simplifies reconciliation and frees up hours for higher-value advisory and business growth tasks. Globally, Open Banking saves businesses significant time; for example, NatWest in the UK reported a saving of 150 hours on operational tasks each year.
• Simplified Cash Flow: Centralised, real-time financial data enables precise cash flow tracking and forecasting with precision, enabling smarter decisions and more effective consultations.
• Better Client Insights: Instant access to comprehensive data across a wide range of financial accounts including bank, credit card and loan, along with historical data back to 2017, allows for deeper trend analysis and more informed financial decisions for both businesses and advisors.
• Enhanced Security Standards: With strict accreditation rules and cutting-edge technology-driven safeguards, Open Banking eliminates risky practices like password sharing, giving business owners and accountants confidence in the security of their financial data. It will also eliminate the need for less secure methods of data collection such as screen scraping, as data is transferred via secure, end-to-end encrypted APIs. Users retain full control through granular permissions and must provide explicit approval for every data connection.
• Flexible Data Sharing and Greater Competition: As an ADR, Intuit will allow its customers to securely direct the sharing of their data with any third party they choose. This greater data mobility will stimulate competition and innovation, empowering customers to use their own data to discover better-suited products and services.
• Expanded Bank Connectivity: Over 100 Australian financial institutions can connect to Intuit QuickBooks via Open Banking, significantly reducing gaps in data access and improving overall financial visibility for accountants and business owners.

Suzy Nicoletti, Regional Vice President of Intuit APAC said, “By leveraging the power of Open Banking’s accurate, real-time client financial data, Intuit is creating the essential data foundation for its AI driven expert platform to revolutionise the way businesses and accountants operate. Soon, Intuit QuickBooks will launch agentic AI to automate transaction categorisation and unlock predictive forecasting and smarter budgeting. This empowers businesses and accountants to virtually eliminate manual tasks, gain immediate insights, and deliver strategic advice while retaining full control over data validation.

“Over the past six years, Intuit has worked closely with the Treasury, various regulators like the ACCC and OAIC, as well as industry bodies to shape the infrastructure, policies and innovations needed to make Open Banking a reality. This milestone empowers businesses and advisors to shift their focus from administrative tasks to drive growth and thrive in today’s competitive environment.”

Intuit Australia is the only cloud accounting software provider accredited by the Australian Competition and Consumer Commission (ACCC) as an unrestricted ADR under the Consumer Data Right. Intuit also meets stringent, ongoing compliance obligations that are monitored by the ACCC and the Office of the Australian Information Commissioner, to maintain its accreditation.

Connecting an Open Banking feed to QuickBooks takes minutes and can remain active for 365 days, ensuring real-time, reliable data. Open Banking data feeds will be first available for Commonwealth Bank accounts in QuickBooks, before being expanded to NAB, Westpac, ANZ and 90 other banks across Australia. For more information about Open Banking and how it can benefit businesses, accountants and bookkeepers, visit https://quickbooks.intuit.com/au/.

Confidence in Australian retail is rising, with nearly eight in ten (78%) businesses feeling more optimistic than last year and 76% expecting higher sales this holiday season, according to Shopify’s Holiday Retail Report. Consumer optimism is also improving, with planned Black Friday Cyber Monday spending up $98 year-on-year, from $226 in 2024 to $324 in 2025.

That optimism is paired with a more intentional approach: 58% of shoppers are setting clear caps on how much they’ll spend, and over a quarter (27%) plan to be stricter with their budgets this year, though 39% say sticking to their budget is a major challenge. Over a quarter (27%) of Australians also plan to start shopping earlier this year, rising to 30% among the country’s highest spenders — those planning to spend over A$1,990. 

“Planned holiday spending may be up, but it’s still more focused than  freewheeling,” said Shaun Broughton, Managing Director, APAC and Japan at Shopify. “Australian shoppers are entering the season with optimism, clearer budgets, and higher expectations. They’re starting earlier, switching channels seamlessly, and seeking real value in every interaction. Retailers that respond with precision, blending early engagement, frictionless checkouts, and the right mix of AI and human touch, will be best positioned to convert intent into lasting loyalty.”

“For us, preparing for Black Friday Cyber Monday is fundamentally about earning our customers’ trust when it matters most,” said Karim Zuhri, CTO at Koala. “We’ve focused on delivering seamless, high-performance experiences under peak load — from optimising site speed and stability, to investing in SEO and GEO, and building intelligent agentic systems that connect directly with Shopify and help us drive efficiency. This foundation lets us move faster, test more, and serve customers better. Ultimately, the retailers who treat customers with intelligence, delivering fast, factual, conversational experiences, will win their attention and loyalty.”

“Our customers treat Black Friday like a game – building their shopping list early and waiting for the perfect deal, so our promotions have to be compelling from the start,” said Stephanie Moore, Global Brand Director at Princess Polly. “It’s vital for brands to meet customers where they are – which for us means doubling down on live shopping, especially on TikTok, while also investing in smart ad spend and creative content that cuts through the noise.”

AI use rises, but shoppers still want human connection

AI is becoming a trusted sidekick for shoppers and merchants alike. Nearly two-thirds (61%) per cent of Australian consumers say they’d likely use AI for at least one task when doing their holiday shopping, while nearly half (47%) plan to use it to help them save money this year. Half (50%) of shoppers believe AI will make their shopping experiences better, especially when finding deals (31%) and inspiration (19%).

Among retailers, 86% feel positive about the impact of AI-driven features in the year ahead, and 89% are already or planning to invest in it to help customers discover or buy their products through AI shopping assistants. Many are also exploring ways to optimise their operations, focusing on AI-generated content ( 51%) and using AI to forecast inventory or demand needs more effectively (32%). 

Yet, trust remains a challenge: 72% of Australians remain wary of the technology, the highest rate globally, and 78% say buying from a person still matters. Retailers that pair AI with transparency, clear opt-ins, and easy access to human support  will see the greatest success.

Businesses sharpen strategies to navigate economic conditions 

While confidence is up, retailers are still navigating headwinds such as rising costs (50%) and economic uncertainty (46%). Many are responding by sharpening their promotional strategies, with businesses expecting two-fifths (40%) of their sales to come from promotional pricing:

• 66% intend to introduce new types of deals to attract cost-conscious shoppers
• 53% plan to offer bigger or more frequent discounts
• 65% intend to start sales earlier and run them longer

Meanwhile, almost a third (31%) of businesses plan to focus on loyalty programs to build deeper customer loyalty this season, and 33% plan to launch new products or collections to boost results.

However, brands risk missing opportunities if they launch promotions too late. Businesses expect to run promotions for just over 12 days on average, with 36% planning to start promotions from early November, and a further 22% kicking off either the week before or over the Black Friday Cyber Monday weekend. Meanwhile, two-fifths (40%) of Australian shoppers are already writing lists and preparing purchases well before the holiday rush.

Discovery and hybrid shopping define the season

Australians are discovering products across more channels. Nearly half (44%) of shoppers are more likely to make a purchase based on discovering a product from in–store and online browsing respectively, up from 42% in-store and 41% online in 2024. This is followed by:

• Word-of-mouth recommendations: 37%
• Online product reviews or product comparison sites: 35%
• Through friends and brands they already follow on social media: 30%
• Traditional online advertising (Search or website/app banner ads): 26%
• Direct social media ads: 25%
• Social media influencer endorsements or promotions: 21%
• Traditional offline advertising (TV‚ radio‚ billboards etc): 19%

Meanwhile, retailers are  increasing their investment in:

• Social media ads: 46%
• Online advertising: 37%
• Digital video campaigns: 31%
• Email marketing: 28%
• Search engine optimisation (SEO): 24%
• Influencer partnerships or creator collaborations: 23%
• In-store promotions or events: 23%

Hybrid shopping also continues to dominate. When it comes to how consumers are planning to do their holiday shopping, more than a third (38%) plan to split it evenly between online and in-store this year, while 31% plan to do a majority in-store and 25% plan to do a majority online. 50% prefer to shop online for smaller items and head in-store for larger purchases. 

Checkout friction, however, remains a dealbreaker. More than half (52%) have abandoned a purchase due to complex checkout processes — especially higher spenders. Discounts (54%), free shipping or returns (44%), and excellent service (38%) are the top loyalty drivers. 

What happens when you bring some of Australia’s sharpest female voices together around a dinner table? For Missing Perspectives’ latest installment of Leave It On The Table – created in partnership with HP and Charlotte Ree – the answer was bold conversation, candid honesty, and a glimpse into the future of women in business.

Hosted by leading author and cook Charlotte Ree, the new instalment of the social-first series gathered, Emily Vernem (Mamamia), Canna Campbell (SugarMammaTV), Angela Priestley (Women’s Agenda), and creators Emma Kaye and Kee Reece. Over food and wine, the group unpacked everything from equity in education to the invisible load of entrepreneurship, and how technology shapes – and sometimes reshapes – women’s ability to create, lead, and thrive in the business space and beyond.

The Table as a Cultural Barometer

When Leave It On The Table first launched, the series cracked open conversations about values, relationships, and women’s online safety. Now, thanks to HP the focus has shifted to the realities of building businesses and futures in a world that too often underestimates women.

With 58% of Australian SMBs already using AI tools, the conversation around tech isn’t just timely, it’s essential. Yet as this dinner revealed, access to innovation doesn’t always equal readiness. For many women in business, success is shaped not just by bold ideas, but by the systems, and technology, that support them. Small businesses don’t need more complexity. They need technology that simply works, supports hybrid teams, and gives them confidence for the future. that support them.

“There’s something incredibly powerful about a group of women coming together. Different stories, same determination,” says Charlotte Ree. “These Leave It On The Table dinners remind us we’re not alone in the juggle; we’re all doing our best, and that’s enough. HP doesn’t just keep us connected — they champion our growth, our grit, and our goals.”

The Support Behind the Scenes

As the guests swapped stories of late nights, side hustles, and ambition colliding with reality, one theme was constant: the need for support.

“Every woman at that table has a story about carrying more than she should – whether in business, family, or society at large,” said Phoebe Saintilan-Stocks, Founder of Missing Perspectives. “The conversation was a reminder that real progress happens when women have both community and the systems that let them focus on both creativity and impact.”

“For HP, this partnership is about showing up as more than just a hardware brand. Instead, it’s about being a quiet but powerful partner for women – removing barriers, streamlining the small stuff, and letting entrepreneurs focus on what matters most,” Saintilan-Stocks says.

Dinner That Doesn’t Stay at the Table

The episodes, designed for digital-first audiences, will roll out as short-form videos across Missing Perspectives’ platforms, which now reach more than 8 million people monthly.

“We’re not just producing content – we’re capturing a cultural moment,” said Allie Daisy King, Social Lead at Missing Perspectives. “With Leave It On The Table, we wanted to create a safe and interesting place on the internet for women and gender-diverse folk to engage in critical thinking and meaty conversations.”

“Technology should be an enabler, not a barrier for women building businesses,” says Shannon Harris, NZ MD HP. “Through the Leave It On The Table series, we’re creating space for female founders to share their stories and access tools that meet their real-world needs. These women are time-poor, resource-stretched, and deeply resilient. By connecting them with tech designed to support their pace and ambition, we’re helping accelerate their impact and shape a more inclusive future of work.”