Make the Most of July: Tax Back Sale

July in Australia brings a unique opportunity that most ecommerce brands overlook: the tax return season. With many Aussies receiving their refunds from the ATO, there’s a surge in disposable income and that means a greater appetite for spending on non-essentials, treats, and wish list items. For brands selling online, it’s the perfect moment to show up with timely offers that turn tax returns into revenue.

Why Tax Time Is a Golden Opportunity

Every year, millions of Australians lodge their tax returns in early July, and for many, it results in a welcome financial boost. According to the ATO, the average refund typically ranges from $2,000 to $3,000 - money that often isn’t earmarked for bills or essentials. This period creates a psychologically primed audience: shoppers with extra cash in their pocket and a mindset ready to spend it on themselves.

It also lands directly after the high-volume EOFY promotional period, when shoppers are already in buying mode and actively scanning for value. They're accustomed to seeing deals, mentally prepared to purchase, and less fatigued than they would be during bigger, noisier sales like Black Friday with Christmas coming up. On top of this, July comes with far less competition - most brands front-load their offers into June and scale back after. This creates a pretty unique white space for brands willing to show up just as consumers are most ready to spend.

Should Your Brand Be Leaning In

Tax back season is a particularly strong fit for ecommerce brands in lifestyle, fashion, beauty, fitness, homewares, tech accessories, and premium products that shoppers may hesitate to purchase at full price. These categories align closely with self-gifting, upgrading, or finally getting “that one thing” they’ve had their eye on. If your product brings joy, indulgence, or a sense of personal reward, you’re perfectly positioned to run a tax back sale. Even higher-ticket items like mattresses, furniture, and boutique electronics benefit during this period because shoppers feel more financially empowered to splurge.

Timing Is Everything

Tax return submissions typically open on July 1, and many Australians lodge theirs straight away. The bulk of refunds hit bank accounts within the first three weeks of July, with momentum tapering off toward August. That makes the first half of the month your most important window.

Plan to launch your tax back campaign in the final days of June or early July, so you’re front-of-mind when shoppers receive their refund.

Acquisition Channels & Strategies

If you’re running a sale and you already run paid ads, it’s a great channel to refresh your creative in with some relevant sale messaging, driving some cheaper clicks, but it doesn’t start and end there. Other channels like EDMs & SMS’ are a really great way to drive repeat purchases or even convert your bottom of funnel audience. If you have budget and want to build your top of funnel, you could also consider influencer, PR or an event. Running a sale is a great opportunity to drive down your cost per click and get them in your ecosystem for retargeting.

A unique opportunity that presents itself running a sale after one has just ended is going hard on the bottom of funnel customers that never checked out with some ‘missed out on EOFY sales’ messaging. Get creative, it’s a great time to test messaging, discounts and offers ahead of Black Friday.

In summary, if you’re selling online in Australia and your brand offers products that feel like a treat, a tax back sale is a winning moment that most brands overlook. Consumers have money, a mindset to spend, and a desire to indulge. If your offer lands at the right time with the right tone, you can drive powerful results. Don’t let July pass by without giving your audience a reason to splurge with you and if you want to have AI scale your paid efforts, book in a demo and we’ll show you how it works.

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