Canberra's retail landscape is undergoing a dramatic transformation as Black Friday evolves from a single weekend into an entire month of shopping frenzy. What began as an American tradition has now become Australia's biggest sales period, with local retailers capitalising on the extended hype.
From Weekend to Month: The Black Friday Revolution
The Modern Furniture Store in Braddon has fully embraced what they call 'Black November', turning it into their most significant sales period of the year. Showroom manager Kelly Hessenberger explains that the extended timeframe particularly suits furniture shopping, where customers make substantial, considered purchases.
'It gives people time to make a really informed decision because they're buying a bigger piece, something they're going to keep for a long time in their home,' Ms Hessenberger said. Customer interest in their month-long sales has consistently grown year after year, with this November expected to be busier than ever.
Australian consumers have fundamentally changed their shopping habits, with many now bypassing traditional Boxing Day sales in favour of November discounts. 'Australian consumers are trained to wait for the Black Friday sales now, and they start saving long before they come in,' Ms Hessenberger observed.
Record Spending and Extended Trading
The national picture reflects Canberra's experience, with Australian shoppers projected to spend a record $6.8 billion over the Black Friday weekend alone. This represents a 4 per cent increase on 2024 figures according to estimates from the Australian Retailers Association and Roy Morgan.
At the Canberra Outlet Centre, the excitement is palpable. Marketing manager Cassie Grening noted that many retailers launched their sales earlier than ever in 2025. 'Stores are choosing to reward the strong Canberra Outlet customer base by extending offers beyond the traditional weekend period,' she said.
Shoppers can find exceptional deals throughout the centre:
- Oroton offering a further 10 per cent off items already reduced by 50 per cent
- Puma and Adidas providing 50 per cent off the lowest ticketed price
- Nike taking 40 per cent off shoes and apparel
The centre is extending trading hours over the weekend and rewarding early shoppers, with gifts for the first 100 customers who spend $150 on Saturday.
The Small Business Challenge
While major retailers thrive, small businesses face increasing pressure during the extended sales period. Accounting software company Xero surveyed 500 small businesses and found that although almost two-thirds felt pressure to compete with big brands, less than 40 per cent would definitely participate in Black Friday sales.
Kate Dawson, owner of Deakin shoe retailer Sissa Sorella, understands the challenges firsthand. 'I've found it harder and harder each year with Black Friday, because it's got bigger and bigger,' she confessed.
Despite the difficulties, Ms Dawson has developed a strategic approach, offering different discounts each Friday in November, including up to 20 per cent off new styles. She emphasises that small businesses provide value beyond just discounts through personalised service and unique products.
'You can't underestimate how much we appreciate people walking through the door,' Ms Dawson said, highlighting the importance of community support for local enterprises.
Australia Post data confirms the shift in consumer behaviour, showing that spending in November was approximately $900 million higher than in December in both 2022 and 2023. This pattern demonstrates how Australian shoppers have fully embraced the Black Friday phenomenon, transforming the pre-Christmas retail calendar and creating new opportunities and challenges for retailers of all sizes.
