End of Financial Year (EOFY) in Australia is more than just a time to clear stock or increase short-term revenue; it’s a rare window where smart brands can gain both revenue and long-term customer value.
But to really get it right, it takes more than slashing prices and hoping for the best. Your brand has an opportunity this EOFY to strengthen your brand, build customer loyalty, and make your marketing efforts more efficient and effective.
In this blog, we’re sharing four practical EOFY sales tips designed to help your business make the most of this period, built around data, brand loyalty, ethical urgency, and retention, that your marketing team can apply immediately.
1. Start by Auditing Last Year’s Performance
Would you drive your car without glancing at your rear-view mirror?
For my own selfish safety reasons…I hope not!
Your EOFY strategy is no different!
Before you decide what to do this year, we highly recommend conducting an audit of last year’s performance, because how can you know where you should be going, if you don’t have a clear idea of where you’ve been and what impact it’s had.
Some key questions we suggest you ask yourself (or your team):
- What channels converted best last EOFY?
- What messaging actually resonated with your audience?
- What underperformed, and why?
- What over-performed, and how can you replicate it?
We see it all the time: brands dive into discounting without reviewing the data. But the ones that take time to audit their performance? They set clearer goals and get better results.
Action tip
Run a quick audit of:
- Your top 3 converting platforms (Meta, Google, Email etc.)
- Highest and lowest-performing ads or campaigns
- Abandoned cart and checkout behaviour during last EOFY
Use those insights as your strategic launchpad to inform which platforms to prioritise, what messaging to refine, and how to allocate your budget more effectively this year.
2. Not All Discounts Are Created Equal
It’s tempting to go full “sitewide 30% off” in EOFY madness. And while that may spike sales, it can also:
- Attract price-only buyers who never return
- Erode your perceived value
- Eat into your margins
While broad discounts can be effective when part of a well-thought out long-term strategy, we often recommend exploring more targeted, brand-building alternatives that protect your margins and deepen customer engagement.
Smarter Discount Strategies:
- Bundle slow movers with bestsellers – Lift average order value (AOV) while clearing stock.
- Reward loyalty – Early access or exclusive VIP codes build stronger customer relationships.
- Drive second purchases – Offer discounts for future orders, not just this one.
- Position with purpose – Tie your offer to a story or milestone, like celebrating a brand anniversary or rewarding your community for a successful quarter.
EOFY isn’t just about revenue, it’s a chance to reinforce your brand values and stand out from the noise.
3. Use Urgency Ethically (and Effectively)
Yes, urgency works. But once you overdo it, you’ll exhaust your audience or damage your brand.
Here’s how to build urgency that motivates, without feeling manipulative:
Use Ethical Urgency Tactics:
- Honest scarcity – “Only 5 left” performs better than vague “limited time” claims, but only if it’s true.
- Segmented urgency – Tailor urgency cues based on customer type (new visitors vs. warm leads).
- Roll out your offer in phases:
- Phase 1: Early access to VIPs or subscribers
- Phase 2: General sale launch
- Phase 3: “Last chance” reminders with a countdown
This staggered approach avoids fatigue while keeping engagement high.
4. Focus on the Post-Sale Experience
EOFY should never end in the simple “thanks for your order.”
We see it all the time; brands pour energy into the front-end sale, but neglect the valuable touchpoint that holds real potential for growth.
EOFY Retention Strategies:
- Optimise your thank-you emails
- Go beyond order confirmations.
- Share brand values, product care tips, or complementary product suggestions.
- Segment your follow-ups
- New customers: Add to welcome flows or education series.
- Returning customers: Trigger loyalty rewards or referral offers.
- Ask for feedback
- Post-purchase, especially during EOFY is the ideal time to gather insights directly from your customers. This feedback loop not only helps you refine future campaigns but also shows customers that their opinions are valued; building trust and loyalty in the process
By continuing the conversation after the sale, you’re laying the groundwork for long-term customer value, not just a one-off spike.
EOFY Is a Growth Opportunity, Not Just a Sale
Let’s recap your EOFY to-do list:
- Audit last year’s performance and extract insights
- Choose discount strategies that build brand equity
- Use urgency to motivate, not manipulate
- Leverage post-purchase flows to drive retention
EOFY is more than a clearance event. It’s a rare moment where smart strategy and timely execution can fast-track both revenue and retention.
And if you’re feeling a bit swamped or unsure where to start, Omni Online is here to help. We specialise in building conversion-focused, values-aligned campaigns that support your sales and your story.
Need an expert eye on your EOFY strategy?
Book a free Digital Alignment Audit or contact us for a chat, and let’s make this EOFY your biggest win yet.
