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You snooze, you lose: 4 million Aussies are beach day early birds, hitting the sand before 9am to nab the best spot

Published on 07/12/2023

Beachside bliss top of mind with one-third of Aussies planning more time at the beach this summer, as temperatures soar and cost of living bites   

New research from ING reveals the lengths Aussie beachgoers* are going to curate the perfect beach day, as 6.2 million plan more time on the sand this summer.

Space is set to be at a premium with a fifth (20%) of Aussies planning to hit the sand before 9am to set up. Only 9% say the earliest they would arrive at the beach is midday – but later arrivals beware, as almost two thirds (65%) also say beachgoers should leave at least one metre between neighbours.

Nearly nine in ten (86%) Aussie beachgoers state the rising cost of living has made them more likely to seek out free activities to participate in this summer, with more than half (54%) saying the fact it’s a free activity is their main reason for spending more time on the beach.

Almost four in ten (38%) state they plan to spend more time at the beach to escape the predicted hot temperatures, with 21% planning to save costs on air conditioning by using the ocean to cool down.

But despite the beach being a free activity, beachgoers are willing to spend an average of $230, rising to $306 for Aussie families, on items such as canopies, picnics and beach chairs to elevate their beach day.

To bring its customers a “little lift” and help Aussies kick off the summer with the ultimate beach day, ING has launched Little Lifts: Beach Edition, running from 8-10th December in Cronulla.

In partnership with Bondi Rescue lifeguard Andrew Reid, ING is giving its customers an awesome beachside popup experience in Cronulla for free which includes free gelato, table service gourmet sausage sizzle, and live acoustic performances to help Aussies elevate their beach day, without the expensive price tag.

Andrew says he witnesses many of the expectations Aussies have for a day at the beach: “As a lifeguard I see how much people love coming to the beach and enjoy going for a swim. But I also hear their bugbears– a big one is missing out on the free BBQs and large crowds which is a common challenge for Sydneysiders.

“In my experience, if you respect your fellow beachgoers and swim between the flags, you’re guaranteed to have a great day at the beach, but it helps to have those minor inconveniences taken away with experiences such as ING’s Little Lifts beach pop-up.” 

The research also revealed Aussie beachgoers biggest pet-peeves from litter on the sand (74%), to walking through others’ beach setups (73%). Even the placement of your umbrella, time spent by the BBQ or swim spot are key to the perfect, considerate beach day out.

To help Aussie’s navigate the summer season, ING has also compiled the ultimate beach etiquette tips:

  • Keep the space: 62% of Aussie beachgoers say overcrowding and others not respecting their space is a major pet peeve and beachgoers should always respect their neighbours on the sand.
  • Respect the grill:two in five (39%) Aussie beachgoers say unclean BBQs are their biggest pet peeve when spending the day at the beach, and 49% say others shouldn’t hog the BBQs.
  • Clean it up: 86% of Aussies agree to never leave rubbish behind on the sand and surrounding areas.
  • Throwing shade: six in ten (59%) Aussies agree you shouldn’t encroach on a fellow beachgoer’s sun when setting up their own sunshade.
  • Shake it off: 77% of Aussies ask others to be mindful of where you shake their towel.



Notes to editors

*Research was undertaken by YouGov in October 2023. Total sample size was 1,027. The figures are representative of Australian beachgoers aged 18 years and older.


For more information contact: 

Cassandra Geselle

0475 944 393


About ING

ING changed the way Australians bank more than 22 years ago by launching the country’s first branchless bank. ING now offers Australians home loans, transactional banking, superannuation, credit cards, personal lending, insurance and wholesale banking services. ING is:

  • ING is Australia’s most recommended bank according to RFI Global’s XPRT Survey, April 2023 – September 2023 (n = 31,796) when compared to customers of 20 other banks operating in Australia.
  • It is also Australia’s fifth largest main financial institution (MFI) with 6% of market share according to RFI Global’s XPRT Survey, April 2023 – September 2023 (n = 31,796). MFI is defined as the bank that the consumer says is their main financial institution.
  • Canstar’s Bank of the Year and has been since 2020. Recognised for outstanding value across home loans, savings, credit cards, personal loans and customer satisfaction. (Canstar 2023)


About ING Little Lifts: Beach Edition

ING’s Little Lifts: Beach Edition is open from Friday 8th – Sunday 10th December from 9am-5pm at Dunningham Park, Address Cnr Kingsway &, Elouera Rd, Cronulla NSW 2230.

Pre-booked slots are now booked out, but limited space has also been held for walk-ins each day, with hour-long slots opening on the hour. There is a maximum group size of two adults and two children, to be admitted on a first-come first-served basis.

Not a customer? Don’t worry. Free samples of gourmet sausage sizzles and ice-cream will be available on us for passers by (until stocks last).



Media Enquiries

Megan Landauro
ING Public Relations Lead
0413 317 225

Peter Gurney
Head of Stakeholder Relations
0417 633 467

60 Margaret Street
Sydney NSW 2000

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