Australians spend more in summer than any other season, new analysis from Westpac DataX released by oOh!media has found, revealing that $166 billion is splashed out between December and February. Despite being a prime time for marketers and advertisers to reach consumers ready to spend, many are failing to capitalise on this boom. The exclusive Westpac DataX findings reveal summer spending generates 16 million more transactions than winter, with discretionary purchases alone rocketing by $2.9 billion. “Summer is a high-mobility season when people are spending, socialising and travelling more than ever. “This data shows how seasonal shifts are reshaping how brands should approach campaign planning across the summer period, but too often, the brands themselves are absent.