Generational spending patterns: what the June 2025 data shows

Consumers aged 24 and under are the most frequent shoppers, purchasing nearly 26.4 times per month in Auckland alone, but their spending power is limited. With smaller basket sizes and a focus on essentials, snacks, and fast fashion, this group represents high-frequency, low-value behaviour.

“These younger Kiwis are incredibly active but not necessarily the most profitable,” said Justin Lester, Director, Dot Loves Data . “They respond well to social campaigns, loyalty programmes, and price-based promotions. It’s all about volume, not margin.”

The 25–34 year olds also maintain high levels of engagement and contribute significantly to overall spend, particularly in urban centres like Auckland, Wellington, and Christchurch. This group is often in transitional life stages, flatting, entering long-term relationships, or starting families. While still price-conscious, they’re more open to trying new brands and payment models such as subscriptions.

As we move up the age spectrum, consumer behaviour shifts notably. The 35-44 cohort is the country’s primary economic engine, with fewer store visits but the highest total spend. This cohort is especially evident in Christchurch, which has had an influx of first-time homeowners and young families in recent years, where they contributed a staggering $118 million in monthly spend in June.

“These are the full-time workers, parents, and homeowners. This is the age group who value reliability, service, and scale,” added Justin Lester. “If you want loyalty and consistent returns, this is your primary target audience.”

The 45-54 and 55-64 age groups show slightly reduced spend frequency, but high per-transaction values. These consumers are discerning and comfortable, making them prime audiences for premium goods, ethical brands, and health and lifestyle services. In Wellington, the 45-54 group spent an impressive $52.8 million in one month, while across provincial centres, the 55+ cohorts dominated both in value and brand loyalty, due mainly to a larger proportion of older residents.

Consumers 65 and older, although less visible in spend frequency, delivered the highest median transaction values. With accumulated wealth and a preference for quality and certainty, they are a critical segment for businesses offering premium home goods, local service, and community-focused experiences.

Metro vs. regional: a tale of two markets

While New Zealand’s three main cities each show strong engagement from the 35–54 age range, regional centres like Waikato, Otago, and Hawke’s Bay skew even older. In these areas, the 55–64 and 65+ demographics are the dominant spenders, driven by selective but substantial in-person purchases.

“City dwellers may be more experimental and digital-first shoppers, but our data shows that older, rural shoppers are incredibly valuable,” Justin Lester explained. “They visit less, but when they do, they mean business.”

For businesses operating across the country, this regional nuance is essential. What works in Auckland, where convenience and brand flexibility rule, may fall flat in Taranaki or Nelson, where reputation, quality, and loyalty matter more.

What this means for businesses

With consumer behaviour now measurable in unprecedented detail, businesses can no longer afford to rely on assumptions. ANZ business customers can request these insights from The Sauce by contacting their Relationship Manager or ANZ, empowering better decisions around stock levels, promotions, pricing, and targeted marketing.

“This data isn’t just interesting; it’s actionable,” said Bevan Holdaway, Head of Data & Insights, ANZ Business. “Knowing how people spend by age and region lets you speak directly to your most valuable customers, whether you’re a small café or a nationwide retailer.”

As competition tightens and consumer expectations rise, brands that tailor their strategies by age, region, and behaviour will be best positioned to win both foot traffic and long-term loyalty.