Aussies crack down on subscriptions and daily lunch buys as spending values shift in 2026

New research from ING reveals that many Aussies are stepping into 2026 with a sense of financial reflection, as one in three Aussies (33%) admit they feel guilty about how much they spent in 2025.

The feeling is strongest among younger Aussies, with 45% of Gen Z adults and 42% of Millennials saying they felt guilty about their 2025 spending habits.

Despite this, when it comes to finances in 2026, the research shows Aussies are approaching the year with a renewed wave of intentionality and optimism by setting clear financial priorities for the year ahead.

Aussies are re‑prioritising their money in 2026

With cost pressures still lingering, 72% of Australians say saving for an emergency fund is a top priority in 2026, making it the nation’s leading financial goal.

Travel remains front‑of‑mind, with 69% planning to save for holidays and travel throughout the year.

To better manage their budgets, many Australians are making conscious lifestyle adjustments, with roughly three in ten saying they plan to cut back on:

1. Takeaway food and coffee (32%)
2. Dining out at restaurants and cafés (31%)
3. Social drinking (27%)

What’s ‘in’ for 2026? Intentional living takes over

Aussies are leaning into values‑driven trends, with the top “ins” for 2026 including:

1. Investing in their health (39%)
2. Choosing experiences over material items (27%)
3. Embracing ‘quiet luxury’ (25%), reflecting a shift toward high quality, statement clothing pieces – and rejecting fast fashion

What’s ‘out’ for 2026? Waste, comparison, and financial creep

Aussies are also clear about what behaviours they’ll be leaving behind:

1. “Keeping up with the Joneses” (29%)
2. Using buy now, pay later services (28%)
3. Subscription creep (27%)
4. Buying lunch every day (25%)
5. Having multiple streaming services (24%)

Matt Bowen, Head of Consumer and Market Insights at ING, comments on the findings:

“Our latest research shows Aussies are heading into 2026 with a more intentional mindset – cutting back on excess, investing in their wellbeing and prioritising what truly matters. It’s less about purchases and consumption driven by social pressure, and more about conscious money decisions so that we can enjoy every dollar a little more.

“The ambition to build an emergency fund for life’s unexpected has been an emerging savings goal over the past few years and the fact it is now the nations #1 savings goal reflects a mindset shift to minimise the impact of unexpected events on our budget and lifestyle. Recent weather events across NSW, VIC and QLD have reminded many Australians that unexpected challenges can pop up at any time, and with household budgets still under pressure, it’s smart to keep some savings aside for life’s inevitable curveballs.

“Aussies are also getting smarter about the small stuff: trimming back takeaway, dinners out and social drinks, and calling time on subscription creep – the sneaky price increases and often for services we no longer use.  

“And for the purchases Aussies do make, 14% told us that shopping smarter using cashback and/or loyalty programs was one of the most effective saving hacks used in 2025 – which is where ING’s Pocket Perks* steps in to help stretch every dollar.”

Matt’s top tips for staying on top of your financial goals this year

1. Celebrate the wins. Every time you renegotiate a service provider, cancel an unused subscription, or buy something big on sale – take a moment to reward yourself for the savings.
2. Run a weekly budget check. Add it to your calendar now. A quick weekly review of your bank account: Log in, kick the subscriptions you’re not using, top up your emergency buffer, and look for any cheeky costs – for example more impulse purchases than forecasted. A five-minute regular check gives you confidence, and can save you plenty.  
3. Turn temptation into a 48-hour challenge. Anytime something shiny catches your eye, hit pause and set a two-sleep timer. If you still love it after 48 hours, go for it, but if not, you’ve just saved yourself some extra dollars.

For more information regarding ING Pocket Perks, visit campaigns.ing.com.au/INGPocketPerks.