AFL Grand Final weekend lifts online spending & traffic

Online spending and web traffic rose sharply around the AFL Grand Final weekend, according to Adobe.

The figures point to a broader lift in retail activity tied to the match and related entertainment interest.

Adobe Digital Insights data showed households spent more on food, drink and home entertainment as they prepared to watch the game with friends and family. Spending on food and beverages was 16% above August baselines during the weekend period.

Within that category, beer purchases rose 29%, soft drinks 9%, and sausages and beef patties 16%. Pizza purchases were also up 14%, suggesting consumers were stocking up on easy group meals for home gatherings.

Screens were another area of stronger demand, with online purchases in that segment 36% above average August levels. That included a 43% increase in televisions, a 24% rise in projectors and a 20% lift in streaming devices.

Outdoor entertaining products also posted gains. Spending on BBQs, grills and smokers increased 11%, outdoor furniture rose 14%, and cookware purchases climbed 22% as households prepared backyard viewing setups.

Cleaning products also saw a notable rise, with spending on items such as vacuum cleaners, mops and brooms 32% above August levels. The figures indicate consumers were spending not only on hosting, but also on preparation and clean-up.

Merchandise demand

Fan interest extended beyond household purchases to team-related shopping and online searches. Traffic to AFL team merchandise sites increased 47% year on year and was 273% above average August levels over the Grand Final weekend.

The data also pointed to a jump in digital fan expression through Adobe Firefly, the company's generative AI tool. Prompts related to Australian rules football rose 73% from the previous week and peaked over the weekend at 125% above the previous week's average.

Interest in specific teams was especially pronounced. During Grand Final week, prompts for "Dockers" increased 819% from the previous week, while prompts related to "Lions" rose 374%.

After Brisbane's win, Lions-related prompts climbed a further 310% above the week's average. The figures suggest fans were using AI image generation and related tools as part of how they engaged with the event online.

Kylie spike

Adobe also recorded a sharp rise in searches related to Kylie Minogue during the same weekend. Search traffic tied to the singer increased 530% year on year and was 370% above August levels.

The trend reflects the overlap between sport, entertainment and online consumer behaviour. Grand Final weekend showed how large sporting fixtures can spill into wider areas of retail demand and digital activity.

Adobe Digital Insights bases its findings on Adobe Analytics data tracking hundreds of millions of transactions and visits to retail sites from Australian consumers each month. The unit also monitors online prices across 100 million stock-keeping units in multiple product categories.

One executive said the figures reflected a broader pattern in consumer behaviour around major sporting fixtures.

"Our data highlights how major sporting events increasingly bring together entertainment, culture and commerce, driving consumer engagement well beyond the game itself. Australians are investing in merchandise to show their fandom, expressing themselves creatively with generative AI, and curating the ultimate watch party experience to entertain family and friends. For retailers, these moments represent a significant opportunity to connect with consumers through timely promotions, engaging content and personalised experiences that tap into the excitement of the event," said Vivek Pandya, Director, Adobe Digital Insights.