Growth in Digital Spending as Consumers Prioritise Value

Irish consumers are becoming increasingly strategic with their spending, prioritising value purchases while continuing to invest in experiences, according to Bank of Ireland's latest Spending Pulse analysis for August.

Seeking better value and cost-effective options were an important consideration for consumers, with spending on discount stores increasing by 44%, charity and vintage stores (10%), and clothes rental (17%), compared to the same period last year. A key trend was increased expenditure on online marketplaces (122%) such as Amazon compared to August 2025.

Consumers were drawn to the big screen with spending increasing by 55% at cinemas, compared to August last year. Despite cost-consciousness, consumers dined out with a rise of 5% in restaurant spending and health and beauty spa spending increased by 8%, compared to August 2025.

As AI adoption accelerated and households prepared for the new academic year, spending on apps increased by 46%, while expenditure on digital goods, including subscriptions and cloud storage services, rose by 19%. Electrical goods spending also increased by 23%.

The transition towards electric vehicles continues to strongly progress. In August spending on public EV chargers nearly doubled (49%) in comparison to last year.

Owen Clifford, Head of Retail Sector, Bank of Ireland said: “As students prepare for the new academic year, consumers are investing more in digital services, subscriptions, apps and electronic devices, contributing to strong growth in digital goods spending.

The data highlights that Irish consumers are adaptable. Many are seeking value while also prioritising experiences and investing in digital services that support work, education and everyday life.”

The Bank’s ‘Spending Pulse’ analysis for August highlights a continued change in tourism behaviour and preferences. In comparison to August last year, traditional destinations for Irish tourists dropped or were relatively flat for spending – Turkey (-1%); Spain (-2%); France (-3%); Portugal (0.5%). In contrast, spending rose in several other destinations including Albania (79%), Norway (39%) and Malta (16%), suggesting consumers are increasingly seeking alternative travel experiences and better value.

Spend in some long-haul destinations also dropped when compared with this period last year – United Arab Emirates (-38%), Japan (-8%), New Zealand (-40%), Australia (-22%) and USA (-7%).

Slán go fóill.