Australians are shopping. Through the first seven months of the year, consumers spent a record $39.3 billion online; tailwinds are only expected to increase with three blockbuster games of footy still ahead on the calendar.
The State of Origin series and the Socceroos’ run at this year’s World Cup set the spending stage. Now, upcoming sporting staples like the AFL and NRL grand finals are sharing the field as the NFL brings its distinctly American brand of football to Australia for the first time.
Ahead of kickoff, data from Adobe Digital Insights (ADI) points to unmistakable yet familiar shopping signals and online activity among Australian fans: upgraded screens, stocked fridges and pantries, and special game day outfits as millions of households and workplaces prepare for epic watch parties.
Merchandise, major sporting events hint at consumer behaviour ahead of NFL debut
While the AFL and NRL sit comfortably atop Australian fandom, the NFL is gaining yards, especially with younger generations where ADI survey data shows nearly a third (31%) of fans under 35 follow the sport. This mirrors how Australians are prompting as well. Only the U.S. and Mexico create more American football imagery than Australian creators on Adobe Firefly, although it still lags significantly behind Aussie Rules and other popular sports.
But for 100,000 spectators at the Melbourne Cricket Ground and millions more around the country, the Los Angeles Rams and San Francisco 49ers are poised to inspire even greater NFL momentum in Australia. In the last three months, as game day anticipation grows, online traffic in Australia for NFL team merchandise has been steadily climbing. In June and July, online traffic surged nearly 250% year-over-year (YoY). In August, it’s projected to top 300% YoY. Over opening weekend (Sept. 11 to 13), it's expected to surpass 400% YoY.
It’s not just merchandise. In the three days leading up to kickoff, ADI expects a 20% online spending lift on screens and a 15% lift on snacks compared to average levels in August as fans prepare the perfect watch parties. This includes streaming devices (+27%), projectors (+22%), and TVs (+18%) on the wall, beer (+25%) and soft drinks (+10%) in the fridge, and corn chips and dips (+16%) and pizza (+12%) on the table.
These spending patterns are expected to match online shopping behaviour tied to other major Australian sporting events this year. In the 72 hours leading up to the first State of Origin match in May and the Socceroos’ first World Cup game in June, viewing platforms like streaming devices spiked as high as 74% above average levels while grocery items like beer surged as much as 34%.
NFL enthusiasm reflects Australians’ willingness to spend in 2026
From established, culturally embedded moments like footy grand finals to new global imports like the NFL vying for hearts, minds, and wallets, Australian consumers have shown a record appetite to spend so far this year. This is especially true in recent months, where monthly online spend surpassed $6 billion in May and June and is expected to do the same in July and August.
Through July, Australian consumers have spent nearly $40 billion online, up 8.6% YoY compared to $36.2 billion spent during the same period in 2025. This includes an estimated $6.9 billion in July alone, the most of any month this year to date.
Traditional digital channels still outpace AI for visit share, but the gap is closing
It’s not just what or when Australian consumers are buying that’s influencing their purchasing decisions, but increasingly how they’re buying as well. AI-driven retail traffic continues to see unrestrained momentum, up 108% YoY in July, suggesting more high-intent shoppers are turning to and trusting these models for product discovery, comparisons, recommendations, and even purchases.
That said, traditional digital channels are still capturing most demand. While natural search (45%) and direct traffic (29%) are driving more than two-thirds of online visits, social networks saw the largest YoY growth (22%) despite only accounting for 5% of total traffic share. This is notable ahead of a three-week footy blitz, starting with the NFL showcase and AFL Grand Final in September and the NRL Grand Final in early October.
ADI survey data reveals that while older Australians are more likely to describe themselves as dedicated fans, younger generations are showing it: wearing team colours, buying tickets, and supporting local venues and hospitality at 2x-4x the rate of older fans. This participatory energy is particularly evident on social media, where fans under 35 are 6x more likely to post while watching games and more than twice as likely to message friends about the games than those 65 and over. This suggests that despite a relatively minor share of traffic, social isn’t just a bench player, especially if brands want to reach, engage, and influence younger consumers during these high-stakes cultural moments.
Australian online retail spend on track for potentially historic year
With the NFL, AFL, and NRL all planting their respective flags in Australian fandom over the next few weeks, surging merchandise traffic and watch party wish lists suggest online spending momentum is likely to carry through the spring and toward the holidays.
In American football, the difference between a touchdown and a turnover can quite literally be blades of grass or tips of toes. The same margins apply to brands eager to capitalise on these high-stakes, high-velocity events. Those that can capture demand and convert attention with timely promotions, targeted outreach, and frictionless paths to purchase will be the biggest winners when the final whistles blow.
Vivek is the director of Adobe Digital Insights who has worked with some of the largest CPG & Technology organisations, in the world, to drive key digital marketing & data science initiatives. As the Director for Adobe Digital Insights (ADI), he launched & spearheads the popular Adobe DEI (Digital Economy Index) & Holiday Retail reports, as well as other industry reports that profile emerging technology, creativity, and travel trends.
