Australians embrace Black Friday as key event for festive savings

More than half of Australians are planning to participate in Black Friday sales this year, with a significant proportion aiming to get a head start on Christmas shopping, according to new research commissioned by Shopfully in collaboration with YouGov.

The study, which surveyed over 1,000 Australian adults, indicates that 51% of respondents intend to capitalise on the Black Friday shopping period, with one in three specifically focused on securing Christmas presents during the sales.

Parental spending trends

The research highlights a marked difference in shopping intentions between parents and non-parents. Among those surveyed, 75% of parents reported being likely to make a purchase during Black Friday, which is more than double the 34% of participants without children at home.

"Budget-conscious Australians are planning ahead, and for many, Black Friday has become the unofficial start of festive shopping," said Brendan Straw, Shopfully Country Manager Australia. "With the end of the year already a high-expense period for many households, Black Friday will be a key shopping moment that retailers shouldn't ignore."

The findings reveal that, during Black Friday, Australians are looking to purchase both practical and seasonal items. Christmas gifts for friends and family top the list, with 36% of respondents indicating this as a priority. Essential purchases such as clothing, personal care, and household goods are also important, with 33% of those surveyed mentioning these categories.

In addition, 22% of Australians said they would use Black Friday to buy small non-essential items like home décor, toys, and hobby products, while another 22% are planning purchases of high-value products such as electronics, furniture, and luxury goods.

Product categories of interest

Clothing, apparel, and accessories emerged as the most popular category among Black Friday shoppers, selected by 43% of respondents. Electronics and gadgets were the next most popular, attracting the interest of 29% of those surveyed.

The research suggests that spending priorities for Black Friday vary significantly across different age groups. Gen Z shoppers are more focused on lifestyle expenditure, with 29% planning to spend the most on food and beverages, and 22% on furniture and home décor. This indicates a trend towards entertaining and investments in enhancing personal spaces for this age cohort.

By contrast, Baby Boomers display a more pragmatic approach, with 28% indicating a preference for spending on household items. Baby Boomers are also more undecided about their purchases, with 14% unsure about their planned spending-a figure that is over double the uncertainty of Gen Z and Millennials, both at 6%.

Shoppers in the Millennial and Gen X brackets tend to adopt a balanced strategy, blending spending on both essentials and discretionary lifestyle items.

Planned purchasing and research habits

The data points to a shift away from impulse buying, with many Australians now methodically preparing for Black Friday. Around one third of respondents (34%) begin researching and comparing prices at least one week prior to Black Friday, representing an estimated 5.8 million shoppers who actively plan their purchases in advance.

Additionally, 31% of those surveyed commence their research a few days before the event, while only 11% wait until Black Friday itself to seek out the best deals. This evidence supports the trend that Black Friday is now viewed by many Australians as a deliberate and strategic opportunity to save.

Shopping behaviour also appears to differ by gender. According to the research, men are more likely than women to start comparing prices only a few days before Black Friday: 46% of men follow this approach, compared to 39% of women.

"The data signals that budget-conscious Aussies are planning ahead and using major sales events to stretch their dollar further - with Black Friday now considered a key moment for early festive shopping," added Brendan. "For retailers, this is a golden opportunity to engage shoppers earlier, tailor offers to key demographics and position Black Friday as more than just a sales day - but a smart shopping strategy Australians are actively embracing."

Cost-of-living effects

The findings come at a time when cost-of-living pressures continue to influence consumer behaviour across Australia. For many households, Black Friday is now regarded not just as a sales event, but as a means to better manage holiday and everyday expenditures. Parents, in particular, are seen using the sales to organise Christmas in advance, while younger consumers are focusing on upgrades for their homes and wardrobes.

According to Shopfully and YouGov's findings, millions of Australians are already preparing and making purchases for the festive season, indicating that retailers who adapt to this more calculated consumer behaviour will be best placed to capture early shopper interest.