Black Friday Sales Could Gazump Christmas Shopping Surge

Cropped shot of an unrecognizable woman out shopping in the city
B&T Magazine
Edited by B&T Magazine

CouriersPlease urges retailers to prepare for Christmas gift shopping at their Black Friday and Cyber Monday sales. New research reveals that 1 in 2 Aussies use sales events, especially these, to stock up on Christmas gifts.

The findings were derived from a survey of an independent panel of 1007 Australian online shoppers, commissioned by leading parcel delivery company CouriersPlease.

CouriersPlease found that 52 per cent of respondents use sales events – such as Black Friday and mid-season sales – to do their Christmas shopping. The highest proportion was among under-50s (65 per cent of all under-50s) and women (56 per cent of all women).

CouriersPlease also ask respondents at which of the following sales events they spend the most:

  • End of financial year (EOFY) sales – 30 June
  • Amazon Prime Day – 12 July
  • Click Frenzy – 8-10 November
  • Singles’ Day – 11 November
  • Black Friday – 25 November
  • Cyber Monday – 28 November
  • Boxing Day – 26 December
  • End-of-season sales
  • Mid-season sales

Last year, Aussies spent $8 billion during the Black Friday-Cyber Monday sales period, a significant increase on previous years,[1] suggesting it continues to be the shopping event Aussies gravitate towards to snap up a bargain. This is confirmed by the survey, which found the largest proportion of consumers (26 per cent) shop at the Black Friday sales.

A relatively high proportion of respondents also revealed they spend money during seasonal sales.

Specifically, an equal 19 per cent said they spend the most during end-of-season and end-of-financial year sales, and 7 per cent spend the most at mid-season sales. Just 17 per cent said they spend the most at Boxing Day sales – traditionally the biggest sales event of the year.

CouriersPlease also ask respondents which sales event offers the deepest discounts. Black Friday topped the list, with 30 per cent saying the event provides the best bang for their buck.

One-fifth (21 per cent) of respondents think the best discounts can be found at the Boxing Day sales, while 18 per cent stand by EOFY sales, and 14 per cent believe end-of-season sales get them the best discounts.

CouriersPlease CEO Richard Thame said: “An increasing number of savvy retailers are recognising that Black Friday is the sales event of the year, motivating many to start their sales event earlier and end it later to nab a share of the shopper market.”

While October to Christmas is traditionally the peak period for parcel volumes, CouriersPlease expects its largest spike in volumes to be in the second half of November, off the back of the Black Friday-Cyber Monday sales.

Thame said: “Our research shows that shoppers spend more at sales events that offer the deepest discounts. Despite cost-of-living pressures, consumer spending is on the rise: August this year marked the 18th consecutive month of steady growth in household spending, with significant increases occurring across discretionary goods such as clothing and footwear.[2] Aussies may be prepared to continue spending strongly this Black Friday sales period, even in a climate of high inflation and increasing interest rates.

“While retailers have been preparing for a spike in Black Friday orders, it could be a good idea to roll out different offers in the lead-up to the event or start the event early to create an even flow of customers and keep up with orders. Consider providing additional support and training to customer service to combat any potential customer issues.”

“Partner with a parcel delivery provider that has a Black Friday sales strategy and a strong track record of efficient, on-time deliveries. CouriersPlease, for instance, has planned for the event months in advance, onboarding additional delivery drivers, opening a new depot in the Gold Coast this month, and further streamlining its processes and technologies.”

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