Last year’s Black Friday and Cyber Monday weekend once again proved to be a cornerstone in the Australian retail calendar, with Shopify seeing US$11.5 billion in sales globally, a 24% increase from 2023. This boom was also reflected in Australia—the third top selling country globally—with the weekend marking an increase in average cart price and growth of consumers by 23% and 14% respectively.
While the rising cost of living is still front of mind for many consumers, the numbers tell a compelling story of resilience and strategic pre-planning from Australian retailers, as they capitalise on the significant revenue driver. With 2025 upon us and brands planning for the year ahead, let’s unpack what the data reveals about Aussie retail and what learnings we can take forward.
Extended holiday shopping periods drive increased sales
Last year, Australian shoppers were more strategically prepared than ever before – spreading their festive shopping over an extended period. Shopify research found 53% of consumers had their holiday shopping lists finalised by October, and 58% completed most of their shopping by the start of Black Friday.
With shoppers buying earlier than ever – a trend that’s unlikely to slow down in 2025 – retailers need to adjust their promotional timings to engage customers earlier in the season, while also maintaining momentum throughout November and December. Retailers should aim to leverage early campaigns to inspire these consumers, and then focus on delivering seamless customer experiences throughout the holiday period.
Unified strategies such as integrating online and in-store offerings, personalised promotions and offering practical technology-enabled tools and features are also vital to meeting changing customer expectations. By striking earlier in the game, retailers have the opportunity to build and sustain customer loyalty throughout the journey, something which was previously out of the question during flash sales cycles.
Australian retailers are experiencing greater demand in global markets
Cross-border commerce was another growing trend in the 2024 BFCM season as 14% of orders from Australian retailers came from overseas, up from 2023. Advancements in cross-border commerce tools like Shopify Markets and increased global connectivity means retailers are no longer confined to the domestic market and are capitalising on international selling.
For our Australian sellers, staying on top of market nuances is key to catering to a global customer base. This could include offering flexible checkout and payment options, and ensuring the checkout process is seamless, to ensure conversion, wherever they’re shopping from.
On top of this, highlighting trending products that are tailored to specific regions also supports cross-border sales. By analysing which items are popular in different markets, and promoting these locally across your site, marketing and social media, you can position yourself as a seller that meets the unique preferences of your diverse customer base.
Localising the online shopping experience is another way of appealing to customers purchasing from other markets. You should ensure your site allows for translated text in other languages and shows local currencies, tax regulations and region-specific shopping options. Creating culturally relevant visuals can also help to boost engagement across borders, with shoppers more receptive to authentic and personalised marketing.
Extending to global markets is easier than ever with the right tools, strategies and knowledge of local market nuances, and last year’s BFCM demonstrates that demand is only on the rise.
Average cart sizes increase means customer value increase
Last year’s BFCM saw average cart sizes rise to $199 AUD – an increase of 23% from 2023 which sat at $162. Shoppers are more conscious with where they’re spending their hard-earned dollars, so it’s on retailers to foster loyalty and trust to keep them returning.
In this current data-rich world that we live in, personalisation is paramount. Leveraging customer insights that help to tailor product recommendations, offers and marketing, deepens engagement and promotes repeat purchases. Consumers are tired of hearing the same messaging in their inboxes and on their social media, but with CRM powerhouses quite literally at a retailer’s fingertips, data collection and personalisation has never been easier.
Loyalty programs that reward customers with points, discounts and early access to sales are just another way of inviting shoppers into your community. Customer loyalty and revenue go hand-in-hand, so making consumers feel “valued” and “special” should be front of mind for brands.
For retailers, loyalty is not just about immediate revenue though, it’s about fostering long-term brand advocacy in fiercely competitive markets. While peak season shopping periods like Black Friday and Cyber Monday encourage high sales volume in a condensed time period, ensuring your customers have a seamless and rewarding shopping experience all year round is equally important. Consistency is the foundation of strong brand relationships, and in business, relationships are what it’s all about.
With early shopping, global demand and customer loyalty driving larger cart sizes and higher order values last BFCM, it’s clear there is a strong potential for growth and profitability with the right tools and forward-planning. By taking heed on the insights and learnings from BFCM 2024, retailers can continue to unwrap the gift of opportunity and success in the year ahead.
Shaun Broughton is managing director for Asia Pacific & Japan at Shopify.