What are the EOFY Sales and Why Is It Important for Retailers and Advertisers?

The End of Financial Year Sales (EOFY Sales) has long been an Australian institution and a key date in the retail calendar alongside the more globally adopted Cyber weekend and Boxing Day sales. It marks the end of the financial year and thus the last chance to purchase tax-deductible work-related items and an opportunity for retailers to discount and clear out inventories in anticipation of the coming new year. Over the last eight years, EOFY sales revenue has grown on average 84% and conversions 68% year on year. Commission Factory has seen significant 'bounce-back' in spending in the last two weeks of EOFY in response to the COVID-19 retail environment. According to Australia Post, there has been an 80 per cent increase in online shopping over the eight weeks to May 15, compared to last year. (1)

When Do EOFY Sales Start and End in 2023?

Australia's EOFY sales traditionally begin June 1 and end on June 30, although many retailers tend to start even earlier with some of the deals often spilling into early July.

How Retailers Can Utilise the Affiliate Channel to Drive EOFY Success in 2023?

Prioritise Communication Retailers should communicate all sales timelines and advertiser guidelines with affiliates. Social media, email campaigns and web content (such as blogs and video) can be highly effective ways to connect with customers through targeted, relevant messaging. Affiliate marketers can make the most of these mediums by targeting a range of customers with more personal marketing and promotional campaigns. It is paramount that retailers communicate with affiliates, particularly concerning safety measures for COVID-19. To learn more about best practices for affiliate communication, read our help desk article. Utilise Creatives Clients and customers can have varying motivations for buying a product or engaging in a business's services. Retailers who provide clear and concise messaging can leverage EOFY by targeting their audience with more personal marketing and promotional campaigns. Retailers can consider how they might target and appeal to different customer segments with unique and appealing offers. Then, retailers can work with affiliates to broadcast their messaging to their target audiences. As the COVID-19 pandemic continues, retailers should also take care to thoughtfully consider factors such as contactless or pick-up delivery and appropriate social distancing measures for in-store events that may take place. Offer Price Transparency When listing an item for EOFY, retailers should always include the original price and sale price with the discount amount or percentage. Retailers with a static product feed should also include images, update links, and remove any out-of-stock products. Since shoppers often rely on product descriptions to make their purchase decisions, retailers would also do well to create compelling copy to increase click-through rates. To learn more about optimising a datafeed for EOFY, please read our guide to data-feed best practices. Establish Fulfilment Method in Advance Whether a retailer is working with curbside pick-up, click and collect, or contactless delivery, they should notify affiliates ahead of time to communicate the correct delivery method to their audience. Additionally, with delivery services experiencing increased volumes due to COVID-19, retailers should also establish updated estimated delivery time frames for their customers. Maintain Agility Once sales start, retailers should keep a close eye on their affiliate activity and online sales. With consumer behaviour and demand constantly changing due to COVID-19, being aware of customer feedback and stock levels is vital for success. Retailers should check in with their affiliates and social channels to make adjustments concerning messaging, pricing, or a shift of focus on promoted product categories. Many retailers opt to use additional resources including development, creative, and affiliate management to increase agility and response to any pressing adjustments during this time of year. Produce Consistent Messaging Retailers and advertisers should aim for consistent messaging across all channels, offering engaging content to their audience rather than cut-and-dry advertising. Blogs, Instagram stories, newsletters and even TikTok are mediums retailers can leverage to offer their news, guides, and product offerings while highlighting any specific end of financial year benefits. Utilise Data Strategically Before planning an End of Financial Year strategy, retailers would do well to collect their data from the year and reflect on what worked in their marketing arsenal. Retailers should plan strategically and channel their resources and remaining budgets based on data from previous successful campaigns. Include an Element of Fun and Get Personal Advertisers should aim to be creative and personable in their messaging to customers. Retailers and advertisers who make the experience of finding and learning about their products an easy and enjoyable one will experience big returns.

EOFY Sales 2025: End of Financial Year Checklist for Retailers

With the end of the financial year fast approaching, here is a comprehensive End of Financial Year sales checklist for retailers to use.

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The End of Financial Year (EOFY) sales are a cornerstone of Australia’s retail calendar, standing proudly alongside globally celebrated events like Cyber Weekend and Boxing Day sales. For consumers, it’s the perfect time to grab tax-deductible work-related items or score bargains, while for retailers, EOFY is a golden opportunity to clear out inventory, boost revenue, and engage new customers. Here’s how to make the most of it in 2025.

When Will the EOFY Sales Run in 2025?

EOFY sales traditionally run from 1 June to 30 June. However, many retailers choose to get a head start, launching promotions in late May and occasionally extending deals into early July. Planning your strategy early ensures you’re prepared to capitalise during this busy retail period.

Maximising EOFY Success Through the Affiliate Channel

Affiliate marketing plays a critical role in driving sales during EOFY. Here are the key strategies to implement:

1. Prioritise Communication

Ensure your affiliates are well-informed about your EOFY timelines, promotions, and guidelines. Clear communication helps affiliates tailor their campaigns effectively. Use the Message Centre, social media, email campaigns, and website content like blogs or videos to share targeted and relevant messaging. Strong communication strengthens your partnerships and boosts campaign outcomes.

2. Provide Compelling Creatives

Create clear, visually appealing assets that highlight your EOFY offers. Tailor your messaging to different customer segments, and work with affiliates to amplify these messages. High-quality creatives increase click-through rates and conversions.

3. Be Transparent with Pricing

Always display the original price, sale price, and the percentage discount for each product. Update your product feeds regularly with accurate images, links, and inventory details. Clear and honest pricing builds trust with shoppers and increases sales.

4. Streamline Fulfilment Options

Clarify your delivery methods, whether it’s click-and-collect, standard/express shipping, etc. Communicate these to affiliates and provide accurate delivery timelines to manage customer expectations.

5. Stay Agile

EOFY is a dynamic sales period. Monitor affiliate performance, customer feedback, and stock levels to adapt quickly. Make real-time adjustments to your promotions, messaging, or product focus as needed. Keep your eye on the Placements Marketplace for any final-call opportunities to boost your brand’s reach.

6. Maintain Consistent Messaging

Consistency is key. Ensure your messaging aligns across all channels, from social media to newsletters. Engaging, informative content like blogs, Instagram stories, and TikToks can showcase your EOFY offers while building brand loyalty.

7. Leverage Data Insights

Analyse past campaigns to understand what worked well and use these insights to inform your EOFY strategy. Use our in-platform Benchmark Reports to measure yourself against your industry and peers. Data-driven decisions enable you to allocate resources effectively and maximise ROI.

8. Add a Personal Touch

EOFY campaigns that are personable and fun stand out. Whether it’s through creative promotions, interactive content, or tailored messages, making the shopping experience enjoyable can drive stronger connections with your audience.

Final Thoughts

EOFY sales are more than a chance to clear stock—they are an opportunity to attract new customers, build long-term loyalty, and stand out in a competitive market. Leveraging the affiliate channel can amplify your reach and deliver outstanding results.

At Commission Factory, we help retailers and affiliates collaborate seamlessly using cutting-edge technology and strategic guidance. For advertisers on Commission Factory, reach out to your account manager to plan your EOFY campaigns and achieve exceptional success in 2025.

Commission Factory is not only the Asia-Pacific region's largest affiliate platform, working with more than 900 of the world's biggest brands, it is also a performance marketing platform that allows affiliates, partners and content creators to earn money and online businesses to increase sales.

Connect with the Commission Factory team to learn more about how we help brands and partners build and grow their affiliate marketing strategies.