Every year, like clockwork, tax season rolls in. And while it might conjure up thoughts of spreadsheets and last-minute receipt hunts, it also brings something most businesses overlook — opportunity.
That’s right. Tax time isn’t just about deductions and compliance. It’s about momentum. It’s a unique window when Australian consumers and businesses are more financially reflective, budget-conscious, and decision-driven. And in 2025, with significant tax reforms, shifting consumer habits, and a more digitally engaged market than ever before, it’s a moment worth tapping into.
Let’s unpack how you can make tax season not just another admin chore, but a powerful lever in your marketing strategy.
1. A Snapshot of the 2025 Tax Season in Australia
Let’s quickly set the scene.
As of 1 July 2024, income tax brackets shifted, bringing relief to millions of Australians. The 19% rate dropped to 16%, and the 32.5% bracket now sits at 30%. The thresholds also changed — meaning more middle-income earners have a bit more breathing room.
In plain terms? Aussies have a few extra dollars in their pocket. And in a climate of rising costs and cautious spending, that small lift matters.
At the same time, the ATO has ramped up efforts on compliance — particularly targeting large businesses and those with complex structures. This has small and medium-sized enterprises (SMEs) paying more attention to tax planning and operational efficiency.
Marketing Insight: Tax season is now a strategic touchpoint. People are asking, “Where can I save?” or “What’s worth investing in?” Your job? Be the answer to those questions.
2. Sell with Relevance: Positioning Products as Tax-Smart
Now’s the time to align what you offer with what your audience needs — not just emotionally, but financially.
Let’s say you run a coworking space in Sydney. Rather than a blanket “20% off” promotion, flip the script: “Tax time offer for freelancers — claim your workspace, claim your deduction.”
It’s not about pushing a product. It’s about embedding it into the customer’s real-world concerns. Think value, not volume.
Other examples:
- Online course providers: Highlight how education can be a tax-deductible expense.
- Office supply stores: Create EOFY tax bundles — pens, printers, and planners packaged and priced for deductible efficiency.
- Software companies: Talk about how investing in automation can reduce admin costs and be written off.
The strategy is simple: Help your customer feel smart for buying from you.
3. Real-World Tactics from the Aussie Market
Here’s something that stuck with me. A Melbourne-based accounting firm ran a “Tax Ready” email series last year, aimed at freelancers and solopreneurs. But instead of jargon, they led with stories — one week, it was about a yoga instructor in Byron who didn’t realise her Spotify subscription (used for class playlists) was claimable. The next, a wedding photographer who switched from a spreadsheet to accounting software and saved five hours a week.
Each email ended with a clear, human CTA: “Want to talk through your setup? Let’s chat.”
It wasn’t flashy. It was helpful. And it brought in more consultations than their entire Instagram ad budget that quarter.
Lesson: During tax season, education is marketing. Empathy is strategy. Help people feel understood, not just sold to.
4. Build Trust with Content that Serves
Forget the hard sell — at least for now. What people are looking for during tax season is clarity. They want guidance. They want brands that don’t just take their money but help them use it wisely.
Make this your chance to be the leading voice in your niche.
Try this:
- Write a guide: “10 Things Tradies Can Claim This EOFY” or “Is Your Side Hustle Tax Deductible?”
- Host a webinar: Bring on a tax consultant for a 30-minute Q&A about deductions in your industry.
- Create a checklist: “EOFY Essentials for Creative Freelancers” — tailor it to a specific audience.
The bonus? This kind of content keeps giving. People save it, share it, and bookmark it. And your brand stays front of mind long after the tax deadline passes.
5. Limited-Time Offers with Long-Term Value
Scarcity sells, but only when paired with substance.
EOFY offers are everywhere come June — and that’s exactly why yours needs to stand out. Instead of just slashing prices, think about how to package your offer as a solution.
Maybe it’s a limited-time coaching program for business owners planning for the next financial year. Or a bundle of tools that makes tax prep easier — and faster.
One Brisbane tech company offered their project management app at 50% off plus a free onboarding session during tax season.
Result?
A spike in conversions — but more importantly, a boost in retention.
Why?
Because the offer wasn’t just cheap. It was useful.
6. Don’t Forget About B2B
Tax season isn’t just about individual consumers. For businesses, it’s often when budgets are reviewed, software licenses are renewed, and new tools are trialled in preparation for the next year.
If you’re a B2B brand, this is the moment to:
- Pitch annual contracts with tax advantages
- Offer extended trials or strategy consults
- Be present in business-focused spaces (LinkedIn, industry forums, professional newsletters)
The mindset is shifting from “Can I afford this now?” to “Can I justify this before June 30?”
Your messaging should meet them there.
7. Beyond the Deadline: Keeping Momentum After June 30
EOFY shouldn’t be your finish line — it should be your launchpad.
Here’s the thing: tax season brings customers in with urgency, but retention comes from relevance.
So, after the 30 June rush, follow up. Check in. Provide value in quieter months. Did someone download your guide? Email them a follow-up tip. Did a customer redeem your EOFY offer? Ask how it’s going — or invite them to a loyalty program.
EOFY may light the fire. But good marketing keeps the flame going.
Final Thoughts
Tax season can feel like chaos. But if you step back, it’s also clarity. It’s a rare time of year when customers are actively thinking about their spending — and are more open to hearing from brands that speak their language.
Don’t just blend in with EOFY noise. Stand out with a strategy built on relevance, empathy, and value. Whether you’re a local business or a national brand, there’s room to grow — if you take the time to connect.
So, ask yourself this: What role does your brand play in someone’s EOFY story? If the answer is “trusted, helpful, and smart,” then you’re already winning.
