Spending data helps shape decision making

Published on 27 August 2026

Spending Data Helps Shape Economic and Business Decision Making

New SpendMapp data shows local spending continued to grow during July 2026, with most key indicators increasing compared to July 2025, providing valuable insights into how residents and visitors are spending across the Colac Otway region and helping businesses make more informed decisions.

SpendMapp analyses de-identified bank transaction data by time, location, spending category and transaction type. For businesses, this information can help show where customers are spending, what categories are performing well, and how spending patterns are changing over time.

The data highlights opportunities for businesses to better understand customer behaviour, identify growth areas and tailor promotions, stock levels and operating hours to local demand.

What the data shows

July 2026 at a glance.

• Total local spend: $39.8 million (+3.34%)
• Resident local spend: $28.0 million (+4.68%)
• Visitor spend: $11.8 million (+0.3%)
• Resident online spend: $23.8 million (+13.23%)

Opportunities for local businesses

While spending within the shire increased, data also showed that resident spending outside the shire (escape spend)" totalled $18.3 million, an increase of 2.39% compared with the previous year.

For businesses, escape spend is especially useful because it can point to unmet local demand. The $18.3 million spent by residents outside the shire shows there may be opportunities for local businesses to capture more of this spending by filling product or service gaps, promoting comparable local options, improving convenience, or working together on buy-local campaigns.

The rise of online spending

Resident online spend reached $23.8 million, increasing by 13.23% over the past 12 months. This reflects the ongoing national shift towards online purchasing and highlights the importance of local businesses strengthening their digital presence and online sales capabilities. The continued growth in online spending presents opportunities for local businesses to strengthen their digital presence through online booking, e-commerce, updated business listings, social media marketing and delivery or click-and-collect services where appropriate.

Supporting local businesses to improve their online visibility, adopt digital technologies and expand e-commerce opportunities will remain an important focus as consumer spending habits continue to evolve.

Businesses can also use the data as evidence when preparing business plans, applying for grants, seeking finance, or testing a new idea. Comparing results over time can help businesses understand whether local campaigns, events, seasonal changes or new services are influencing customer spending.

Businesses are encouraged to use these insights to identify growth opportunities, better understand customer behaviour and adapt to changing spending trends across the region.

Monthly economic insights will be shared in each edition of the Economic Development newsletter, Momentum.