Retail’s energy is back. Not the chaotic, pre-pandemic “browse and hope”, something far more intentional. Australians are making a list, checking it twice, and, crucially, a willingness to buy when the experience earns it.
Scentre Group’s latest results simply put numbers behind what many of us have sensed for months. 453 million visits year-to-date across 42 centres. Business partner sales up $760 million. Occupancy at an enviable 99.8%. These are not the metrics of a sector finding its feet, they signal a market that’s confidently moving forward.
What’s emerging now is a new phase of physical retail, shaped by informed shoppers, elevated expectations and a more deliberate path to purchase.
Our ShopperPANEL Edition 12 research reveals just how dramatically behaviours have shifted. Consumers are still price-conscious, but they’re also more purposeful. They research online, compare across channels and arrive in-store already halfway through the decision process.
Hybrid shopping has become the default, with 61% of Australians blending online and in-store journeys depending on whether they need convenience, immediacy or reassurance.
Black Friday shows this in sharp focus. Most shoppers plan weeks in advance, and the majority expect to spend up to $500, primarily across tech, travel and home. These categories require confidence. Being able to see, test and interact with the product still matters deeply in the final decision.
This is a stark contrast from the casual, exploratory shopper of years past. This is the prepared, value-driven shopper who rewards retailers who respect their time.
While the resurgence is clear, it comes with higher standards. The modern shopper is unforgiving of friction. Our research consistently highlights the same triggers that push customers away:
These four things can ruin retention levels faster than anything.
The temptation for retailers is to overhaul the entire in-store model. But the biggest commercial uplift still comes from executing the fundamentals flawlessly and then layering in moments of experience that make the visit feel worthwhile. This is exactly why Westfield’s redevelopments at Burwood, Southland and Bondi are seeing such strong engagement. When the environment works, customers stay longer, spend more and return more often.
Westfield’s momentum is a reliable indicator of where the industry is heading, and what retailers should prioritise.
Specialty sales up 4.4% in Q3 is showing sustained discretionary confidence. So what will forward thinking retailers do next? Based on current data and what we’re seeing in-store every week, several strategies are becoming essential:
These steps will lay the foundations of performance for the next two years.
Physical retail is moving into a more focused, experience-led era, one defined by transparency, value and trust. Consumers are making fewer unplanned trips, but they’re spending with confidence when the experience earns it.
As we look toward 2026, the opportunity for retailers isn’t simply to keep pace with these changes, but to lead them.
Those who align operations, service and brand experience around this new, highly intentional shopper will be the ones who capture the momentum now building across the country.
For a better understanding of how these trends apply to your category, our team at Creative Activation is here to help.
