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ReedKnapp — Research & Advisory

Non-grocery Retail Outlook FY27

Needs-based and value retail is growing; big-ticket and fashion are going backwards. FY27 will be won or lost on margin, not sales, and the retailers who reprice well now that surcharges are gone will finish the year ahead of their peers.

FY27

Planning horizon

Australia

Non-grocery retail

3 levers

Post-surcharge pricing, targeted cost reduction, and superior customer experiences.

The FY27 non-grocery retail market should plan for flat discretionary volumes and drive bottom-line growth via cost management. A promotional calendar that relies on margin will not survive the year. The retailers who protect gross margin through Black Friday, and reprice now that card surcharging has gone, will finish FY27 ahead of their peers. 

Non-Grocery Retail Outlook FY27

A market map for retail leaders: demand by sub-segment, the FY27 margin stack, select company-by-company positioning, and scenarios through Christmas.

Executive View

What this means for decision-makers: nominal household spending is up 6.8% year-on-year, but that’s mostly price, real growth is closer to 2.5–3%, and discretionary volumes are essentially flat. The split is sharpening by category: Bunnings, Chemist Warehouse, Supercheap Auto and Lovisa are all growing, while JB Hi-Fi, Harvey Norman, Accent and Macpac are going backwards. Three cost lines move against every retailer at once this year: award wages up 4.75% from 1 July, Payday Super tightening cash cycles from the same date, and Brent above US$100 since September.  The end of card surcharging on 1 October is the one line that should move in retailers’ favour, worth an estimated $910m a year back to merchants nationally.  This will be a bumpy ride as everyone looks to protect their margins. ReedKnapp’s base case (55% probability) has non-grocery comparable sales growing 1–3% nominal, with pharmacy, auto maintenance and home improvement outperforming everything else.

For leadership teams, the task is protecting margins and high-value customers. Retailers must focus on margins and grow where the economics can compound.

Performance will come from sharper choices, focused cost reductions and excelling at customer service.

What Is Changing

Change is accelerating. Three shifts are shaping the FY27 agenda for non-grocery retail companies:

Where Opportunities Sit

 

The strongest opportunities are likely where a business can defend a clear reason to buy and run the operating model with discipline. That means fewer generic growth bets and more explicit choices about where to win.

Implications for Leaders

Boards and executive teams should pressure-test the FY27 plan. The useful questions are practical: which categories deserve more capital, which initiatives should stop, and which operational constraints are slowing execution.

The winning plans will be simpler on paper and harder edged in execution.

How ReedKnapp Helps

ReedKnapp helps leadership teams clarify where to play, what to fix, and how to translate strategy into measurable initiatives. We combine market intelligence, operating discipline, and AI-enabled analysis to turn ambiguity into decisions that can be acted on.

Need the sharper version for your category?

We can turn this market view into a focused opportunity scan for your board, category, or transformation agenda.

What to ask now

  • Have we repriced for a world without surcharges?
  • Where does our Black Friday margin floor sit, and who owns protecting it?
  • Are we a value leader, or are we stuck, undifferentiated, and at risk of losing share to Amazon, Temu, and Shein?

What to ask now

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