As November rolls around, the annual question returns: is Black Friday still a major event for Australian shoppers? The answer is a definitive yes, but the landscape has fundamentally shifted. New research reveals that while participation is dipping, the total spend is poised to break records, painting a picture of a more strategic and intentional consumer.
The New Black Friday: Fewer Shoppers, Higher Spend
The data shows a fascinating contradiction. This year, only 47 per cent of Australians plan to shop during the Black Friday sales weekend. This marks a significant 9 per cent drop from 2024 and returns participation to the levels last seen in 2022. On the surface, it appears the event's hype is cooling.
However, look deeper and the story changes. Despite fewer people diving in, the total expenditure is projected to soar. Spend is expected to hit over $12.7 billion, which is an increase of $55 million compared to the previous year. This isn't a story of declining interest; it's a story of evolving consumer behaviour.
Shopping with Purpose in a Cost of Living Crisis
So, what's driving this trend? The shift is largely attributed to the ongoing cost of living pressures. Aussies are no longer chasing deals for the thrill of the hunt or giving in to impulse buys. Instead, they are shopping with clear intent and purpose.
The research highlights that the top-growing categories this year are all practical necessities. Shoppers are focusing their spending on homewares, furniture, clothing, everyday household essentials, work gear, and kids' clothes. These are items people need and are strategically waiting to purchase at a discounted price.
The generational divide is also stark. Younger Australians are leading the charge, with nearly 80 per cent of Gen Z and two-thirds of Millennials planning to shop the sales. This contrasts sharply with just 40 per cent of Gen X and 16 per cent of Baby Boomers.
The Modern Deal Hunter's Toolkit
Today's savvy shopper uses a blend of traditional methods and digital tools to find value. The most popular ways Australians are seeking inspiration and deals include scouring brand newsletters, tapping friends for tips, diving into Reddit threads, and hunting for bargains on OzBargain.
Furthermore, modern technology is now a core part of the strategy. AI assistants and social media influencers are prominent sources, alongside the growing use of browser extensions, AI prompts, and cashback apps. This points to a larger trend: shoppers have become year-round deal hunters, constantly on the lookout for value rather than waiting for a single sales weekend.
Five Pro Tips for Smarter Shopping
If you're planning to navigate the sales, here are five expert strategies to make your money work harder:
Channel your inner detective. Don't just settle for the advertised price. Actively search for hidden discount codes and cashback offers in newsletters, online forums, and group chats.
Make a wishlist, not a whim-list. Keep a running list of items you genuinely need. When sales begin, you'll shop with focused purpose instead of panic.
Flip the script with a reverse shopping list. Try writing down what you *don't* need. This simple, fun tactic can be highly effective at curbing impulse purchases.
Let tech do the heavy lifting. Empower yourself with technology. Use price trackers, browser extensions, and AI assistants to automatically spot the best deals for you.
Stack your savings. Don't forget to layer your discounts. Check if your banking app offers cashback perks, like ING Pocket Perks, to get even more value from your purchases.
Black Friday in Australia isn't disappearing; it's maturing. The decline in participation signals the end of blind hype and the rise of the intelligent shopper. The future of retail is less about impulse and more about intention, with savings that are no longer tied to a specific date on the calendar.
