Financial ASI members only
ASI 2026 Consumer Survey: Executive Summary
How are surf customers shopping, spending and choosing brands right now? Between June and August 2026, 3,038 surf customers across Australia told us, through surf brands, retailers and ASI channels.
The executive summary, prepared by Qi Insights, brings together the headline findings: where customers are cutting back, how they shop in store and online, what wins and loses the sale, and the five customer segments that make up the market. It's a practical read for brand owners, retailers, buyers and marketing teams planning for the seasons ahead.
What's inside
- Headline findings at a glance, from 3,038 surf customers nationally
- The cost-of-living squeeze: where customers are cutting back, and what they protect
- How they shop, in store and online, and how the wardrobe has shifted since 2021
- Choosing a shop, and losing the sale: what decides where people buy
- Social, trends and the age divide: where young customers find things, and where they buy
- The five customer segments and four findings the sales figures would not show
Preview the summary
Headline FindingsAt a glance Where the Money WentSpending and shopping The Shop and the FeedChoosing a shop, and social The Five SegmentsCustomers and key findings
Go deeper
The full report covers every question by nine age bands and five customer segments: 28 pages, 30 charts and nine sections. Free to the brands and retailers who took part.
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Peter Drennan of Qi Insights takes you through the 2026 Consumer Survey results: how customers are shopping and spending, what wins and loses the sale, and the five customer segments.