What’s driving Australia’s shopping surge during sales season?

Leading global tech company in Drive to Store, ShopFully has revealed key insights into consumer shopping behaviours ahead of the ‘official’ Black Friday and Cyber Monday four-day shopping event.

Black Friday and Cyber Monday sales continue to boom in Australia, with recent data showing nearly 40% of shoppers are planning to participate this year – up from 32.4% in 2023. But what’s driving this surge?

The Australian shopping approach has evolved significantly, with over half (52.74%) now embracing an omnichannel shopping experience, balancing both online and in-store options to compare and secure the best deals. This shift provides extended opportunities for purchases across all channels.

Australians are also using this sales event to manage holiday costs, with 47% planning to get a head start on Christmas shopping. Gifts expected to drive the most spending include apparel & accessories (47.97%), electronics & gadgets (47.49%), and home décor & appliances (42.96%).

Over half (52.98%) are also using these sales for everyday purchases, underscoring the savings-focused shoppers. More than one-quarter (27.68%) plan to spend between $200 and $500, with 30% planning to spend less than $200. Between 2022 and 2024, the percentage of shoppers planning to spend over $500 during Black Friday and Cyber Monday has significantly dropped from 33.4% to just 13.1%.

ShopFully Australia country manager, Brendan Straw said, “Retailers should take note of the increased emphasis on omnichannel shopping, with over half of consumers planning to shop both online and in-store.

“This marks a significant increase from 2023, showing that shoppers are embracing—and even pre-empting—the Black Friday and Cyber Monday sales by going online first to compare offers. As a result, omnichannel strategies have never been more essential, providing a prime opportunity for retailers to enhance both digital and physical shopping experiences. 

“Despite cautious spending, essentials and gift-giving remain strong motivators. With notable interest in high-value categories like electronics, home décor, and apparel, retailers can boost engagement by offering incremental discounts or bundled deals, making larger purchases more affordable as shoppers prepare for the holidays. In light of 2024’s cost-of-living pressures, a well-calibrated approach to pricing and targeted promotions will resonate with value-driven Australian consumers.”