3 businesses on how they make the most of Afterpay Day
Discover tips and strategies to drive more sales and business growth during Afterpay Day
Soon, more than a million Australians and New Zealanders will be hitting the shops for Afterpay Day1.
For retailers, Afterpay Day is an unmissable moment – a powerful opportunity to reach new customers and drive significant sales. But participating alone isn’t enough. The retailers who see the strongest results are those who build a dedicated marketing strategy around the event.
We spoke to three Australian businesses that have seen impressive success during Afterpay Day about why they take part – and their tips for making the most of it.
“Our sales increase by 66% during Afterpay Day”
Queensland retailer Factory Buys uses a range of tactics to boost sales during Afterpay Day.
Afterpay Day has become a cornerstone of Factory Buys’ marketing calendar, says CEO Kate Gaske. During Afterpay Day in March 2025, the business recorded a 66% increase in sales and a 60% uplift in new customers.
“It’s really big on our calendar,” says Gaske. “It’s basically our Black Friday, EOFY sale, Boxing Day – and Afterpay Day.”
Each year, Gake’s team creates dedicated social media posts and email campaigns to remind customers that Factory Buys is participating in Afterpay Day. To streamline the process, they leverage Afterpay’s free customisable social media templates. “We make use of Afterpay’s content and assets to shape our content strategy – across our website and organic social posts,” says Gaske.
The team also runs a paid campaign and sets up a dedicated landing page to showcase its Afterpay Day deals.
Gaske’s advice for other businesses? Leverage Afterpay’s assets. “Partner with Afterpay to promote your sale on their website and app, and align your promotions with the official Afterpay Day timeline.”
"Afterpay Day drives a 273% uplift in sales”
Jewellery brand Arms of Eve sees Afterpay Day as a valuable way to reach new customers and drive conversions.
When Arms of Eve took part in Afterpay Day in March 2025, sales jumped by 273%, while new customer numbers rose by 276%. “Afterpay Day consistently delivers strong traffic and conversions across both our online and physical stores,” says Liv Taibel from Arms of Eve.
The biggest benefit? “Reaching new and returning customers who are ready to shop. It’s a great opportunity to increase visibility, drive volume and introduce people to the full Arms of Eve experience.”
To maximise reach, Arms of Eve promotes Afterpay Day across multiple touchpoints – from product pages to targeted emails and organic Instagram content. The team focuses on creating social media content that generates “timely buzz while staying aligned with our brand tone and storytelling.”
Taibel’s advice? Preparation is key. “Have a clear promotional strategy, ensure your messaging is consistent across all channels.”
“Always create a compelling Afterpay Day offer”
Luxury bedding brand bemboka participates in Afterpay Day to boost sales and brand visibility.
Ask bemboka director Petr Houf whether retailers should take part in Afterpay Day, and his answer is emphatic: “It’s a fantastic opportunity to leverage Afterpay’s powerful marketing and brand awareness.”
For bemboka, Afterpay Day has become a valuable moment in the calendar. “Consumers expect special offers, so it creates a significant window for increased sales,” says Houf. “It’s a perfect opportunity to launch a strong promotion that aligns with Afterpay’s extensive marketing and reaches a motivated audience.”
His top tip? Start with a compelling offer. “We typically offer 25 per cent off site-wide, which resonates strongly with our customers.”
bemboka promotes its Afterpay Day offer via direct email to its entire client base, supported by Google ads and social media campaigns.
“Ultimately, Afterpay Day allows businesses to tap into existing consumer excitement and a highly active shopping environment – leading to strong sales results.”
Tips to make the most of Afterpay Day
Create a promotional plan, utilising all your channels (social media, emails etc)
Check out Afterpay’s guide to making the most of Afterpay Day
Leverage Afterpay’s free Afterpay Day assets
Ensure your messaging is consistent across all channels
Consider creating a dedicated Afterpay Day landing page
Consider paid amplification to reach more customers
Don’t forget to submit your offer before Friday 8 August and download your free marketing toolkit here.
All references to any registered trademarks are the property of their respective owners. Afterpay does not endorse or recommend any one particular supplier and the information provided is for educational purposes only.
Source: 1: Afterpay internal data. All remaining statistics supplied by merchants
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