The Rise of Summer Fitness and Trending Products for Aussies in October

Tom Willis -

As the weather heats up, Australians are gearing up for another action-packed summer. From fitness enthusiasts looking to stay in shape to those preparing for outdoor adventures, October has seen a surge in sport-related purchases, home improvements, and early Christmas preparations.

Fitness Boom: The Pilates and Racket Sport Surge

This October, sport and fitness-related sales have been off the charts, with some categories experiencing unprecedented growth. Pilates equipment, in particular, has dominated the fitness market, with Pilates machines seeing an extraordinary 3983.8% month-on-month (MoM) spike. This massive increase is a clear indicator that Australians are embracing low-impact fitness routines in preparation for summer.

Racket sports are also making waves. Paddle ball sets have soared by 245.1%, while racquetball and squash balls have jumped by 165%. Even niche sports like platform tennis have gained momentum, with tennis balls up by 77.6%. Other outdoor favourites like Pickleball paddles and badminton nets are also trending, highlighting a shift towards more recreational sports that families and friends can enjoy together.

Interestingly, it's not just people who are getting active—pets are joining in too! Dog treadmills have experienced a 176.3% increase, reflecting the growing trend of pet wellness.

Beyond physical fitness, sports paraphernalia and collectibles are also gaining popularity. Sports trading cards (up by 311.4%) and autographed sports memorabilia (up 653.3%) are experiencing a rise as fans gear up for a new season of their favourite teams.

Fashion Inspired by Grandma and Beauty Boosts for Youthful Skin

While fitness is dominating the sports sector, fashion and beauty have also taken some interesting turns. Inspired by vintage styles, eyewear chains have soared by 843.2% as a quirky throwback to grandma's wardrobe. Other fashion favourites this month include sweatpants (up 205.1%), cardigans (up 148.2%), and hoodies (up 50.7%), perfect for cool evenings as summer evenings transition from warm to chilly.

Beauty trends are centred around natural looks and youthful skin, with collagen supplements rising by 180.8% and anti-aging skincare kits up by 46.1%. In makeup, products like mascara primers (up 212.7%) and lip and cheek stains (up 232.7%) are flying off shelves, offering consumers easy-to-apply beauty hacks for a fresh, glowing look.

Even pets are getting in on the fashion and beauty action, with pet jackets seeing a 140.4% increase and paw cleaning wipes up by 134.5%.

Christmas Prep and Home Improvement Surge

With Christmas just around the corner, Australians are getting a head start on their festive preparations. Cocktail sauce sales have increased by 269.7%, while musical enthusiasts are also gearing up for the holidays, with sales of brass instruments and oboe accessories jumping by over 200%.

Home improvement projects are in full swing as Australians spruce up their spaces for alfresco dining and summer gatherings. Sprinkler and irrigation system pumps have surged by 523.6%, while wheelbarrow wheels are up by 160.8%. More dramatic increases are seen in tools, with milter saws and panel saws up by 1948.4% and 837.1%, respectively.

Pools are another area of focus, with purchases of pool ramps skyrocketing by 1054.4% as people prepare their backyards for summer fun. Australians are also investing in stylish furniture, with hall trees (up by 927%) and mirrored armoires (up by 734.7%) leading the charge in home decor.

Outdoor Adventures Ahead: A Travel Boom

It seems Australians are already dreaming of their next adventure. With travel trailers up 2104% and boat trailers increasing by 194%, it’s clear that Aussies are preparing for summer road trips and outdoor adventures. Whether it’s hitting the road in a camper or taking a boat out for a day on the water, the outdoors are calling.

Looking at the top-performing products in October, it’s evident that certain categories are dominating the market:

  1. Pilates Machines – 3983.8% MoM increase
  2. Microscopic Objective Lenses – 2846.2% MoM increase
  3. Travel Trailers – 2104% MoM increase
  4. Milter Saws – 1948.4% MoM increase
  5. Mail Sorters – 1807.7% MoM increase

Looking Ahead: A Strong Finish to 2024

The remarkable trends in October show that Australians are prioritising fitness, fashion, and preparation for the festive season. As the weather warms up, we can expect even more growth in outdoor products, fitness equipment, and holiday-related purchases. With the continued shift towards a more active, stylish, and home-focused lifestyle, marketers have ample opportunity to tap into these growing trends, ensuring their products are front and centre as Australians embrace the summer season.