The Wimmera's bumper harvest is flowing through to businesses across the region.
One firm has reported its busiest day in 20 years, describing it as a brilliant start to the year.
Farmers said good weather and strong prices made for a solid season, with many reporting record yields.
West Wimmera farmers declared the 2012-13 harvest their best in a lifetime.
Horsham's Morrow Motor Group dealer principal Gavin Morrow said the benefits of a strong harvest were starting to filter through the economy.
"I think it is safe to say that last Friday was the busiest working day we've had in 20 years," he said.
"It has followed on from the weekend which is encouraging and we definitely have more farmers coming through this year.
"We don't have any firm figures yet but with the way it is trending at the moment we are seeing quite a bit of an increase in both new and used cars."
Mr Morrow said spending could continue until June if the Wimmera received rain that would further boost farmer confidence.
He said the agricultural industry was vital for the success of Wimmera businesses.
"The farming season is crucial to the Horsham area and hopefully everyone will share in a bit of retail spending," he said.
"This is a brilliant start to the calendar year and gives us confidence that this year might be pretty good."
O'Connor's Case IH owner Mark O'Connor said he expected farmers to start buying new equipment during February and March.
"We had some strong activity in the last couple of weeks of December because there were some excellent opportunities to purchase equipment," he said.
"Once people work out what their income has been then I think it should be a reasonably strong year for us on the back of the good prices and yields."
Victorian Farmers Federation vice-president and Murra Warra farmer David Jochinke said increased spending could help strengthen the community's resilience in the lead-up to another grain season.
He said while many Wimmera farmers received record yields, some were left disappointed because of a lack of rain.
"I would say that this harvest has been extremely good compared with the rainfall we received," he said.
"That has probably in turn allowed farmers to upgrade the family car or whatever it may be.
"That is hopefully flowing through to the towns and makes people appreciate how much agriculture is a part of the Wimmera."
Business Horsham chairwoman Andrea Cross encouraged farmers to spend money within the Wimmera.
"I am sure that because of a healthy harvest, spending will only improve our economic status in Horsham and businesses will benefit," she said.
"It is imperative that we continue to support our own region not only for our immediate future but for the future of our young people in terms of job security, growth and opportunities."