Australian retailers are being put on notice as the nation prepares for a record-breaking $6.8 billion shopping spree during the upcoming Black Friday weekend, with the consumer watchdog vowing to crack down on deceptive sales tactics.
Record spending predicted for holiday shopping kickoff
The Australian Retailers Association (ARA) and Roy Morgan forecast that six million Australians will participate in this year's Black Friday through Cyber Monday sales extravaganza from November 28 to December 1. The predicted spending represents a 4 per cent increase on 2024 figures, with 3.5 million women and 2.5 million men expected to open their wallets.
ARA chief executive Chris Rodwell confirmed that Black Friday has firmly cemented its place on Australia's retail calendar, providing crucial cashflow to discretionary retailers and small businesses that have faced subdued consumer activity over the past two years.
ACCC targets deceptive sales practices
The Australian Competition and Consumer Commission (ACCC) will conduct a special Black Friday sales sweep to identify misleading advertising practices. ACCC deputy chair Catriona Lowe issued a stern warning to retailers, stating they must review their sales advertising to ensure claims are accurate, clear, and not likely to mislead consumers.
Among the tactics under scrutiny are misleading 'limited time' offers that create false urgency, such as countdown timers that don't align with the true sale duration. The watchdog is also targeting deceptive fine print, members-only offers that limit headline savings claims, and misleading pre-Black Friday price labels.
Lowe emphasized that dodgy sales tactics not only influence consumer behaviour but can lead to significant fines. The warning comes after three retailers paid $19,800 penalties each following allegations of misleading customers during Black Friday 2024, including Michael Hill, MyHouse, and Hairhouse.
Shoppers becoming more strategic
According to research from e-commerce platform Shopify, while consumers plan to spend more this year, 58 per cent have set clear spending caps and 27 per cent will be stricter with their budgets. Shopify's managing director for Asia-Pacific, Shaun Broughton, noted that planned holiday spending may be up but remains more focused than freewheeling.
Rodwell observed that Australian shoppers are increasingly savvy and deliberate, waiting for major sales events like Black Friday to make larger purchases. However, he stressed that it's not just about price - consumers are seeking value, reliability, and trusted retail experiences.
Queensland University of Technology retail expert Gary Mortimer cautioned shoppers to be wary of scam ads on social media, particularly offers that seem too good to be true. He advised consumers to verify that websites are legitimate before entering credit card details and to research current prices before sales begin to ensure they're making genuine savings.
With retailers increasingly embracing the Black Friday phenomenon - participation is up 3 per cent from 2024 to 44 per cent according to Deloitte - both businesses and consumers are being urged to approach the shopping frenzy with caution and integrity.
