Zoomers splash the cash as everyone else feels the pinch

15 July 2024

Young Western Australians are bucking the cost-of-living pressures facing their older counterparts, with Bankwest’s latest Spend Trends report showing Gen Z revelling in a life of fewer financial dependencies.

Bankwest’s Spend Trends tracks WA customer credit and debit activity to identify insights in community responses to economic conditions, with June data showing Gen Z spending at rates other generations could only dream of.

The number of customers transacting year-on-year among Millennials (-8%), Gen X (-7.4%), and Baby Boomers (-7.2%) declined significantly, but Gen Z defied that trend, with the number of those spending growing 2.5 per cent.

It was a similar story for the volume of transactions, with Gen Z (+6%) the only generation to increase year-on-year.

Gen Zs’ freer spending habits were not just confined to the number of those transacting or the volume of transactions, but young Western Australians were also spending more on average than older generations.

The average value of Gen Z’s transactions year-on-year grew by 15 per cent, which was double that of any other generation, indicating the value increase was not purely the result of cost-of-living pressures.

Highlighting the difference in financial pressures being felt by the generations was the fact that of the 25 sectors tracked in the Spend Trends data, only 10 experienced declines year-on-year for the number of Gen Zs spending.

That was compared to 23 sectors declining for Millennials and Gen Xs, and 24 declining for Baby Boomers.

The travel industry was a beneficiary of Gen Z’s cash splash, with the number of customers spending on Auto rental (+32%) and Airline (+17%) up year-on-year, with other generations either declining or stable in the sectors.

However, Gen Z was more willing to spend regardless of whether a sector was discretionary or essential, with increases in customers spending also recorded at Pharmacies (+14%) and Food stores/Warehouses (+7%).

That contrasted with Millennials (-4%, -5%, respectively), Gen X (-4%, -4%), and Baby Boomers (-3%, -5%), who all declined in the number of customers spending at Pharmacies and Food stores/Warehouses.

Bankwest General Manager Products and Digital Services Peter Bouhlas said: “It’s clear the current economic environment is proving challenging for most Western Australians, particularly those with a mortgage.

"However, this data shows the economic environment that is putting so much pressure on older generations is having very little effect on the spending behaviours of younger Western Australians.

"Western Australians are used to the term ‘two-speed economy’ referring to the higher wages paid to mining workers, but it could easily be used in reference to the pressures currently being felt by Gen Z compared to others.

"Gen Z is the generation most likely to comprise the casualised workforce and is less likely to have the significant financial responsibilities of their older counterparts at this stage in their lives.

"We know from the low unemployment rate that businesses are crying out for workers, so that means there is a generation of young Western Australians in high demand for work, with fewer spending obligations.

"The experience of Gen Z at this time is unfortunately not that of the majority of Western Australians, and we encourage any customers concerned about their circumstances to reach out so we can support their unique position."

Overall transaction change

  Number of customers transacting
(%)
Total volume of transactions
(%)
Total value of transactions
(%)
Month-on-Month
May 24-v-Jun 24
-4.5
-4
+6
Year-on-Year
Jun 23-v-Jun 24
-6.5
-5
+6
 
Number of customers transacting
(%)
Total volume of transactions
(%)
Total value of transactions
(%)
Month-on-Month
May 24-v-Jun 24
-4.5
-4
+6
Year-on-Year
Jun 23-v-Jun 24
-6.5
-5
+6

Where Western Australians are spending Month-on-Month

Sectors by volume of unique customers transacting
Biggest growth in number of unique customers transacting % Smallest growth in number of unique customers transacting %
Clothing stores
+1
Hardware
-9
Airline
+1
Sporting/Toy stores
-7
Travel agency
+1
Discount stores
-7
Biggest growth in number of unique customers transacting
%
Smallest growth in number of unique customers transacting
%
Clothing stores
+1
Hardware
-9
Airline
+1
Sporting/Toy stores
-7
Travel agency
+1
Discount stores
-7

Where Western Australians are spending Year-on-Year

Sectors by volume of unique customers transacting
Biggest growth in number of unique customers transacting % Smallest growth in number of unique customers transacting %
Airline
+2
Repair shops
-29
Mail order
-1
Electric appliance
-15
Professional services
-1
Sporting/Toy stores
-13
Biggest growth in number of unique customers transacting
%
Smallest growth in number of unique customers transacting
%
Airline
+2
Repair shops
-29
Mail order
-1
Electric appliance
-15
Professional services
-1
Sporting/Toy stores
-13

Month-on-month (May 24-Jun 24) top 5 sectors by ...

Biggest growth in volume % Smallest growth in volume % Biggest growth in value % Smallest growth in value %
Education
+13
Service stations
-10
Hardware
+15
Food stores/Warehouses
-6
Electric appliance
+9
Food stores/Warehouses
-9
Education
+13
Restaurants/Bars
-5
Professional services
+6
Discount stores
-9
Electric appliance
+12
Service stations
-4
Biggest growth in volume
%
Smallest growth in volume
%
Biggest growth in value
%
Smallest growth in value
%
Education
+13
Service stations
-10
Hardware
+15
Food stores/Warehouses
-6
Electric appliance
+9
Food stores/Warehouses
-9
Education
+13
Restaurants/Bars
-5
Professional services
+6
Discount stores
-9
Electric appliance
+12
Service stations
-4

Year-on-year (Jun 23-v-Jun 24) top 5 sectors by ...

Biggest growth in volume % Smallest growth in volume % Biggest growth in value % Smallest growth in value %
Professional services
+4
Other transport
-14
Repair shops
+24
Airline
-7
Travel agency
+3
Discount stores
-13
Education
+15
Restaurants/Bars
-5
Pharmacies
+3
Service stations
-12
Hardware
+9
Auto rental
-5
Biggest growth in volume
%
Smallest growth in volume
%
Biggest growth in value
%
Smallest growth in value
%
Professional services
+4
Other transport
-14
Repair shops
+24
Airline
-7
Travel agency
+3
Discount stores
-13
Education
+15
Restaurants/Bars
-5
Pharmacies
+3
Service stations
-12
Hardware
+9
Auto rental
-5

Generational snapshot

Year-on-year growth values by generation from Jun 23-Jun 24

  Number of unique customers transacting
(%)
Volume of transactions
(%)
Average value of transactions
(%)
Gen Z
+2.5
+6
+15
Millennials
-8
-6.7
+7
Gen X
-7.4
-6
+5
Baby Boomers
-7.2
-6
+5
 
Number of unique customers transacting
(%)
Volume of transactions
(%)
Average value of transactions
(%)
Gen Z
+2.5
+6
+15
Millennials
-8
-6.7
+7
Gen X
-7.4
-6
+5
Baby Boomers
-7.2
-6
+5

Where the generations are spending

Year-on-year growth in unique customers transacting per sector by generation from Jun 23-Jun 24

Number of unique customers transacting (%)
Gen Z % Millennials % Gen X % Baby Boomers %
Auto rental
+32
Airline
+1
Airline
+5
Travel agency
+2
Airline
+17
Mail order
+1
Travel agency
+1
Airline
-2
Professional services
+14
Professional services
-3
Mail order
0
Professional services
-3
Number of unique customers transacting (%)
Gen Z
%
Millennials
%
Gen X
%
Baby Boomers
%
Auto rental
+32
Airline
+1
Airline
+5
Travel agency
+2
Airline
+17
Mail order
+1
Travel agency
+1
Airline
-2
Professional services
+14
Professional services
-3
Mail order
0
Professional services
-3

Sector examples

Sector Examples
Airlines
Self-explanatory
Auto rental
Self-explanatory (general and commercial)
Clothing stores
Single-brand stores, as opposed to multi-brand department Store retailers
Department stores
Large department stores and chains, not including discount department stores
Discount stores
Discount department stores and budget lifestyle and homeware retailers
Electrical appliance
Whitegoods retailers, home entertainment stores, mobile and computing device outlets, computer games
Food stores/Warehouses
Includes grocery stores, as well as wholesale food distribution warehouses
Hardware
Hardware retailers and chains, landscaping specialists, home DIY retailers
Hotels/Motels
Self-explanatory
Other retail
Online marketplaces, online arms of bricks-and-mortar retailers, discount department stores, liquor stores
Other services
Courier services, public administration, newspaper subscriptions, roadside assistance companies
Other transport
Ride sharing companies, taxis, private and public paid parking
Pharmacies
Self-explanatory
Professional services
All types of insurance, waste disposal services
Quasi cash
Casino and gambling activities
Repair shops
Cobblers, tailors, electrical appliance repairs, watchmakers, mobile phone repairs
Restaurants/Bars
Self-explanatory
Service stations
Self-explanatory
Sporting/Toy stores
Non-digital game retailers, outdoor recreation stores, sporting goods, apparel and footwear outlets
Travel agencies
Self-explanatory (online and bricks-and-mortar)
Utilities
Typical utility services, streaming services
Vehicles
Automotive dealerships, automotive and car care accessory retailers, repairs and servicing
Sector
Examples
Airlines
Self-explanatory
Auto rental
Self-explanatory (general and commercial)
Clothing stores
Single-brand stores, as opposed to multi-brand department Store retailers
Department stores
Large department stores and chains, not including discount department stores
Discount stores
Discount department stores and budget lifestyle and homeware retailers
Electrical appliance
Whitegoods retailers, home entertainment stores, mobile and computing device outlets, computer games
Food stores/Warehouses
Includes grocery stores, as well as wholesale food distribution warehouses
Hardware
Hardware retailers and chains, landscaping specialists, home DIY retailers
Hotels/Motels
Self-explanatory
Other retail
Online marketplaces, online arms of bricks-and-mortar retailers, discount department stores, liquor stores
Other services
Courier services, public administration, newspaper subscriptions, roadside assistance companies
Other transport
Ride sharing companies, taxis, private and public paid parking
Pharmacies
Self-explanatory
Professional services
All types of insurance, waste disposal services
Quasi cash
Casino and gambling activities
Repair shops
Cobblers, tailors, electrical appliance repairs, watchmakers, mobile phone repairs
Restaurants/Bars
Self-explanatory
Service stations
Self-explanatory
Sporting/Toy stores
Non-digital game retailers, outdoor recreation stores, sporting goods, apparel and footwear outlets
Travel agencies
Self-explanatory (online and bricks-and-mortar)
Utilities
Typical utility services, streaming services
Vehicles
Automotive dealerships, automotive and car care accessory retailers, repairs and servicing

About Bankwest
Bankwest’s vision is to be a simple, easy bank for the Australian homeowner of today and tomorrow, and our purpose is to build a brighter future for all. Bankwest provides personal and everyday banking solutions for customers across Australia. We support customers in doing their banking in the ways that suit them, with innovative digital solutions, an Australia-based 24/7 Contact Centre, a passionate broker community, and our WA branch network. Bankwest is a division of Commonwealth Bank of Australia ABN 48 123 123 124 AFSL/Australian credit license 234945.

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