Australian Shippers Take Strategic Approach to Black Friday Sales
As Black Friday and Cyber Monday approach, anticipation is growing across Australian households and retail sectors alike. A comprehensive new customer survey reveals what truly motivates Australian consumers during this major sales period, uncovering their hopes, hesitations, and key decision-making factors.
The findings demonstrate that for most Australians, these sales events represent more than just hunting for the lowest prices. Consumers are making deliberate, thoughtful purchasing decisions and often sharing the shopping experience with others.
Generational Divide in Shopping Strategies
The survey uncovered striking differences in how various age groups approach Black Friday and Cyber Monday shopping. Younger Australians, particularly Gen Z and Millennials, are emerging as strategic planners rather than impulse buyers. Many deliberately wait for months, sometimes even an entire year, to purchase desired items during these major sales events.
In contrast, Boomers and Traditionalists tend to adopt a more straightforward approach. They typically buy what they need when they need it, showing less interest in timing their purchases to align with major sales periods. This generational split highlights how differently Australians experience shopping during the current cost-of-living pressures.
What Australians Are Buying and Where They're Shopping
Despite widespread promotional excitement, only 26 percent of surveyed customers indicated they would actively participate in this year's Black Friday and Cyber Monday sales. For those planning to shop, clear preferences emerged for Christmas gifts, technology gadgets, fashion items, and homewares.
While most shoppers intend to support local Australian stores, 27 percent are considering purchases from international online retailers. The survey also revealed that modern shopping extends beyond physical products, with consumers increasingly interested in digital subscriptions, experiences, and online services during sales periods.
These digital purchases often include practical necessities like online storage solutions and coffee subscriptions. Securing these services at discounted rates can provide financial benefits throughout the entire year. Awareness of this money-saving strategy is growing, with nearly half of surveyed customers aware of upcoming deals and approximately one-third planning to make purchases.
What Influences Australian Shopping Decisions
The survey revealed surprising insights about what drives purchasing decisions during sales events. While recommendations from friends remain highly valued, Australian shoppers actually place the highest trust in brand advertisements, newsletters, and official emails when deciding what to buy.
These official brand communications ranked as the primary influence on shopping decisions, followed by recommendations from friends and then suggestions from family members. However, this friend influence remains particularly strong in specific categories including technology, homewares, travel, and experiences, where personal testimonials and trusted advice significantly impact decision-making.
Smart Shopping Strategies for Australian Consumers
Based on the survey findings, here are practical tips for navigating the upcoming sales season:
1. Avoid Rushed Decisions
Quality decisions rarely come from hurried shopping. Wait for early bird promotions and loyalty rewards before making major purchases. Sometimes the best deals appear just before the main shopping rush begins.
2. Consider Digital Products and Subscriptions
While technology and clothing often dominate shopping lists, don't overlook digital products like streaming services, cloud storage, and e-books. Review your current subscription payments to identify services that might offer flash sales worth pursuing.
3. Shop Globally with Smart Payment Methods
Local retailers provide immediate satisfaction, but global shopping offers additional options. Starting early ensures sufficient delivery time for Christmas arrivals. When shopping with international retailers, use bank cards that don't charge international transaction fees to avoid unnecessary costs.
Key Takeaways for Australian Retail
The survey highlights that only about one quarter of Australian customers plan to participate in Black Friday and Cyber Monday sales this year. This indicates a trend toward more selective shopping behavior, with consumers increasingly motivated by trusted brand communications and personal recommendations rather than simply chasing major discounts.
For those planning to shop during this year's sales events, remember to maintain smart shopping habits and keep holiday budgets under control to avoid getting swept up in the seasonal shopping frenzy.
Research Methodology: This survey was conducted online with 1,006 Australian banking customers between October 16th and November 3rd, 2025.
