The End of Financial Year (EOFY) is one of the most important sales periods for businesses across Australia. As June 30 approaches, consumers and companies alike are keen to make purchases that can be claimed in the current financial year, creating a natural surge in spending. For businesses, this creates a golden opportunity to boost revenue, clear excess stock, and attract new customers. However, the EOFY period is also highly competitive, with many brands launching sales and promotions simultaneously.
To truly stand out and maximise the benefits of EOFY, you need more than just a generic discount or a “sale” sign. Successful EOFY campaigns are built on clear goals, strategic offers, and effective marketing that resonates with buyers’ financial mindset. By planning carefully and employing proven tactics, your business can capitalise on this unique moment to generate meaningful sales and build customer loyalty that lasts well beyond June 30.
So what are the top EOFY sales strategies that actually work. Whether you run a retail store, a service business, or an online brand, these insights will help you craft a campaign that not only drives short-term results but also sets you up for ongoing success.
Start With Clear Goals
Every successful EOFY campaign begins with a clear understanding of what you want to achieve. Without defined objectives, it’s easy to lose focus and waste resources on discounts or promotions that don’t deliver the desired outcome.
Your goals might include clearing out slow-moving or seasonal stock to free up space for new inventory. Alternatively, you may want to attract new customers to build your database or increase cash flow ahead of the new financial year. Some businesses focus on encouraging repeat purchases and customer loyalty through value-added offers. Others aim to boost subscriptions, memberships, or pre-bookings for future services.
Once your goal is set, every aspect of your campaign from pricing and offer structure to marketing channels and messaging, should align with it. For example, if clearing stock is your priority, urgency-driven clearance sales with deep discounts and “while stocks last” messaging make sense. If your focus is on customer acquisition, introductory offers or bonuses for first-time buyers will be more effective. For loyalty building, bundle deals or exclusive rewards can encourage ongoing engagement.
Clear goals also make it easier to measure success and adjust your tactics in real time. Instead of chasing vague sales increases, you track progress against meaningful targets like average order value, new customer sign-ups, or subscription growth. This clarity empowers you and your team to make smart decisions throughout the EOFY period.
Leverage the Tax-Time Mindset
EOFY is synonymous with tax time, and this financial context deeply influences buyer behaviour. Both individuals and businesses are more conscious about spending decisions, seeking to maximise value and make purchases that offer financial advantages.
For business customers, highlighting how your products or services can be claimed as tax deductions or business expenses creates a strong motivation to buy now rather than later. Messaging like “Claim it this financial year” or “Eligible for asset write-off” connects your offer directly to their financial goals. This approach not only creates urgency but also positions your business as a partner in their smart financial planning.
Consumers, on the other hand, often see EOFY as a chance to upgrade, refresh, or invest in themselves before the new financial year begins. Tax refunds may be expected or already in hand, prompting bigger purchases. Positioning your offers as timely investments or well-earned rewards helps customers justify spending. Language that emphasises smart spending, seasonal resets, or personal growth resonates well.
Tailoring your messaging based on whether your audience is primarily business clients or consumers ensures your campaign hits the right emotional and practical notes. Recognising the tax-time mindset gives you a powerful angle that can differentiate your EOFY campaign from generic sales promotions.
Create Tiered Offers or Value Stacks
Rather than flat, across-the-board discounts, tiered offers and value stacking encourage customers to spend more by rewarding larger purchases with better savings or bonuses. This approach increases average order value and enhances the shopping experience by offering clear choices.
For example, a tiered discount structure might offer 10% off purchases over $50, 15% off over $100, and 20% off over $150. Customers feel incentivised to increase their spend to unlock higher discounts. Adding gift incentives or free shipping at higher tiers can further sweeten the deal.
Value stacking involves bundling complementary products or services into a package that offers more perceived value than buying each item separately. A retailer might bundle a winter coat, scarf, and gloves at a special price, or a salon might offer a facial, brow tint, and product sample as a package. This strategy simplifies decision-making and helps customers see the practical benefits of the bundle, encouraging higher spend without necessarily cutting prices deeply.
Clearly communicating the benefits of your tiers and bundles, with price comparisons and engaging visuals, helps customers understand their options and motivates them to “level up” their purchase. This method boosts revenue while maintaining healthier profit margins compared to blanket discounts.
Build Urgency
The EOFY deadline of June 30 naturally creates a sense of urgency, which can be a powerful motivator for buyers. However, it’s important to use urgency ethically and effectively. Overuse or exaggerated claims can damage customer trust and lead to fatigue.
Incorporate real-time elements like countdown timers on your website and emails that remind customers how much time is left to claim the offer. Use limited stock messaging to highlight scarcity, but only when accurate. Stagger your deals, perhaps introducing flash sales or exclusive bundles in the final days to reignite interest.
Sending well-timed email reminders, such as “Last 48 hours” or “Final chance” messages, can nudge hesitant buyers. SMS alerts for VIP customers can also be effective near the deadline, as text messages have high open rates.
Always ensure your urgency messages are genuine and clear about why customers should act now. When customers feel informed and respected, urgency drives action rather than resistance.
Offer Bundles, Not Just Discounts
Bundles offer customers more value without relying solely on price cuts. By combining related products or services into packages, you simplify buying decisions and encourage larger purchases.
Bundles can help you move slower stock alongside popular items, introduce customers to new offerings, or create themed packages that resonate with seasonal needs. For example, a “Home Office Refresh Kit” with a desk lamp, organiser, and notebook appeals to those upgrading their workspace before July.
Service providers can create packages like “EOFY Wellness Boost” combining multiple treatments or sessions. Offering tiered bundles, from basic to premium, gives customers flexibility based on their budget and needs.
Clearly communicate bundle savings with side-by-side pricing comparisons and catchy names to increase appeal. Limited-time bundles available only during EOFY add urgency and exclusivity.
By focusing on value rather than just discounting, bundles protect your margins while delighting customers.
Clear Out Old Inventory Strategically
EOFY is a prime time to clear old or slow-moving stock, but how you do it matters. Avoid cheapening your brand by dumping stock randomly. Instead, reposition inventory as exclusive “final runs” or “vault releases” to create interest.
Audit your stock to identify what needs to move and how to package it. Pair slower sellers with bestsellers in bundles or offer them as add-on deals at checkout to increase order size. Limited-time offers or bonuses with purchase can also help clear inventory without appearing desperate.
Segment clearance items thoughtfully on your website or in-store with messaging like “Staff picks” or “Last chance to own.” This makes customers feel they are getting a curated selection, not leftovers.
Strategic clearance turns dead stock into revenue and maintains brand value going into the new financial year.
Promote Across Channels with a Consistent Message
Visibility is key during EOFY. Your campaign should be promoted consistently across email, social media, website, SMS, and in-store to reach your full audience.
Create a cohesive visual theme and messaging that ties everything together. Use campaign colours, taglines, and imagery that resonate with EOFY themes like renewal, urgency, and value.
Your website should be the campaign hub with clear banners, dedicated landing pages, and easy navigation to deals. Email marketing drives direct engagement—plan a sequence of launch, reminders, and last-chance messages. Social media helps tell your story and maintain momentum with posts, stories, and paid ads. SMS can be reserved for VIP reminders.
Consistent and frequent promotion builds brand trust and keeps your campaign top-of-mind.
Retarget and Upsell Smartly
Retargeting warm leads, people who’ve visited your site or engaged with your brand but haven’t purchased, is a powerful way to boost conversions during EOFY. Use ads and email sequences that remind, incentivise, and reassure hesitant buyers.
Upselling encourages customers to add more to their order. Offer relevant add-ons or upgrades both during the purchase and post-sale to increase average spend. Examples include accessories, premium versions, service upgrades, or subscription offers.
Automate these tactics where possible and personalise messaging based on customer behaviour for maximum impact.
Track Performance Daily
EOFY sales periods are short and fast-moving. Daily tracking of sales figures, website traffic, marketing performance, and inventory levels allows you to adjust your strategy in real time.
Monitor which products and offers are performing best, and pivot if needed. Track email open and click rates, ad performance, and cart abandonment rates to optimise campaigns.
Customer feedback and social engagement provide additional insights. Adjust messaging, offers, or stock levels based on what the data tells you.
Active monitoring ensures you capitalise on momentum and resolve issues quickly to maximise EOFY success.
EOFY sales are a unique opportunity to drive revenue, clear inventory, and strengthen customer relationships. But success requires more than just discounts—it demands clear goals, smart offers, consistent promotion, and agile management. By applying these proven EOFY strategies thoughtfully, you can make the most of June 30, setting your business up for strong growth in the year ahead.
- Jaz Anna
