As we approach the tail-end of FY25, eCommerce brands across Australia are gearing up for one of the busiest shopping periods of the year – End of Financial Year. Although April showed minor declines in traffic and revenue, this seasonal lull is the calm before a storm of opportunity. Therefore, now is the perfect time to ramp up your strategy and make your final sales push count.
Here is a list of comprehensive EOFY preparation tips across key channels – so you can turn insight into action and drive meaningful results.
SEM: Maximise ROI on EOFY Ad Campaigns
From an SEM standpoint, ROI is a critical metric that measures the profitability of your advertising spend. It goes beyond mere clicks or impressions, focusing on the actual revenue generated against the cost of acquiring that revenue. A strong ROI indicates efficient ad spend and profitable growth.
Without a strategic plan, ad campaigns can quickly become a money pit. During high-stakes periods like EOFY, where competition intensifies and consumer intent spikes, a well-thought-out SEM strategy ensures targeted spend, competitive edge and maximised conversions.
EOFY-related searches have spiked in June, signalling a prime opportunity to engage a highly motivated audience. Here’s how to explain and enhance the absolute tips to capitalise on this ready-to-convert audience:
- Boost budgets for EOFY keywords that have shown good conversions in the previous years.
- Use urgency-driven ad copies and countdown timers
- Leverage Performance Max and retargeting campaigns to catch high-intent shoppers.
- Optimise bidding strategies for high-margin and best-selling products.
This data is invaluable for refining your SEM strategy for future sales events and the next EOFY. By strategically planning, meticulously executing, and continuously optimising your SEM campaigns using these enhanced tips, you can significantly maximise your ROI during the critical EOFY sales period.
SEO: Be Organically Found
EOFY is a critical period for organic visibility, with high-intent searches surging as consumers hunt for the best deals. A strong SEO strategy ensures your brand is discoverable at the exact moment shoppers are ready to convert, without relying solely on paid channels.
By targeting relevant keywords, refining on-page content, and strengthening your site’s technical health, you can attract high-quality traffic and drive meaningful conversions. SEO isn’t just about rankings – it’s about being seen by the right people at the right time, and turning that visibility into value.
To maximise organic ROI during EOFY:
- Target high-intent EOFY keywords like “EOFY sales,” “EOFY clearance,” and “EOFY tech deals” to capture ready-to-buy traffic.
- Create and optimise a dedicated EOFY landing page with a clear H1, keyword-rich meta title, and clean, search-friendly URL.
- Internally link your EOFY page across the homepage, blog content, and main navigation to improve crawlability and relevance.
- Refresh product and category descriptions to include timely sale messaging and drive stronger engagement.
- Prioritise technical SEO elements – page speed, mobile responsiveness, and schema markup – to support both UX and rankings.
With a proactive, conversion-focused SEO strategy, you can ensure your EOFY offer stands out in organic search and convert visibility into measurable sales growth.
Social: Drive Conversions and Capitalise on Demands this EOFY
Since EOFY is a high-intent period, social media plays a pivotal role in capturing demand and converting interest into revenue. It’s not just about showcasing offers – it’s about maintaining brand visibility and trust as consumers approach their decision-making moment.
To stay top-of-mind and maximise conversions, social campaigns must be timely, credible, and data-led. Engaging content, smart targeting, and consistent optimisation are key to ensuring your EOFY message cuts through a crowded feed and resonates with ready-to-buy audiences.
Here’s how to make the most of your EOFY social strategy:
- Launch lead generation campaigns early to build warm, high-value audiences ahead of peak buying periods.
- Use paid influencer content and user-generated content (UGC) to boost credibility, engagement, and social proof.
- Focus on segmented retargeting strategies – cart abandoners, high-intent browsers, and past EOFY purchasers.
- Optimise creative performance continuously – double down on top-performing ads based on real-time campaign data.
By aligning creative, targeting, and timing, your EOFY social campaigns can turn attention into action and demand into measurable results.
CRM & Email: A Touch of Personalisation for the Win
EOFY is a key opportunity to re-engage your existing customers. With inboxes crowded and attention spans short, personalisation and timing are critical to cutting through and driving action. CRM and email channels give you full control over the message, frequency, and targeting, making them powerful tools for maximising ROI.
By building thoughtful, data-led campaigns across email, SMS, and push notifications, you can stay top-of-mind, nurture purchase intent, and turn browsers into buyers. EOFY isn’t just a sales event – it’s a chance to reward loyalty, personalise offers, and drive high-impact results through your owned channels.
Here’s how to elevate your CRM and email performance this EOFY:
- Build multi-touch campaigns across email, SMS, and push to maintain consistent engagement across the funnel.
- Segment your database into key personas – VIPs, price-sensitive shoppers, and last-minute buyers – for tailored messaging.
- Offer early access to loyal customers and high-intent segments to build exclusivity and drive urgency.
- Use dynamic EOFY content and personalised product recommendations to increase relevance and conversions.
- Set up automated flows for abandoned carts, expiring offers, and low-stock alerts to capture missed revenue opportunities.
An effective CRM strategy ensures your brand speaks directly to the right people, at the right time, with the right offer, turning EOFY traffic into long-term customer value.
Marketplaces: The Key is to Stand Out
Marketplaces see a surge in traffic during EOFY, making them a high-opportunity channel for reaching intent-driven shoppers. But with increased visibility comes increased competition – standing out requires more than just being listed.
To capture attention and drive conversions, brands need to be proactive with their marketplace strategy. From inventory planning to listing accuracy and smart advertising, every detail counts. A polished, well-prepared marketplace presence can be the difference between a missed opportunity and a sales spike.
Here’s how to sharpen your EOFY marketplace strategy:
- Prime your presence early – EOFY deal cut-off dates and inventory windows vary, so plan ahead.
- Ramp up marketplace advertising 1–2 weeks before EOFY to drive visibility, awareness, and organic ranking.
- Ensure product listings are updated with accurate pricing, live deal badges, and optimised PDPs (product detail pages).
- Double-check logistics and stock levels to avoid delays or sell-outs during peak periods.
- Monitor and respond quickly to performance metrics, customer queries, and order issues to protect your seller rating.
A marketplace strategy that’s well-timed, well-executed, and detail-focused gives your brand the edge during EOFY – and ensures you’re converting high-intent traffic where it counts most.
EOFY is that prime opportunity for eCommerce brands to boost revenue, build customer loyalty, and clear out inventory. But it all requires careful planning, channel coordination, and a relentless customer-focused approach.
Need help executing your EOFY strategy?
Pattern offers consulting and end-to-end eCommerce services tailored to your brand goals. Reach out here to learn more.
