B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • AFL
  • Pinterest
  • AI
  • News Corp
  • Married At First Sight
  • NRL
  • Cairns Hatchlings
  • Channel 10
  • Anthony Albanese
  • oOh!Media
  • WPP
  • Thinkerbell
  • Are Media
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Black Friday Set To Break $7 Billion
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Black Friday Set To Break $7 Billion
Marketing

Black Friday Set To Break $7 Billion

Staff Writers
Published on: 19th September 2023 at 9:07 AM
Edited by Staff Writers
Share
4 Min Read
SHARE

The rising cost of living and declining consumer spending in key categories are not going to dampen Australians’ enthusiasm for Black Friday, with people expected to spend up big during this sales season according to new research from strategic insights consultancy Nature.

More than 10 million Australians will reach for their credit cards and wallets in the upcoming Black Friday sales on 24 November, up 14 per cent from last year.

In 2022, Australians spent $7.1 billion across the Black Friday shopping event. This year, spending is expected to provide a boost to retail volumes which have fallen for the third straight quarter – the first time since the GFC.

Black Friday is quicky moving ahead of Boxing Day on Australians’ shopping lists with anticipated spend during the former set to be 20 per cent higher than the latter. Nature’s research found people are planning to spend an average of $440 during Black Friday this year, compared with the average of $380 they’re likely to spend during the Boxing Day sales this year.

More than 70 per cent of the people surveyed described Black Friday as “modern” and two-thirds of people plan to make their purchases online. It is most popular among Generation Z consumers, 77 per cent of whom plan to make at least one purchase during Black Friday and their anticipated spend is 15 per cent higher than among other generations, despite generally lower incomes.

Nature senior consultant, Andrew Zylstra, said: “Despite rising rates, rent and inflation, our research paints a different mindset when it comes to the anticipated spending for Black Friday – it’s back with a bang this year.

“Black Friday has become a spending beacon for consumers, who are deferring their expenses to cash in at sale time. It’s also bringing forward Christmas, with 37 per cent of people saying they plan to get a good deal and beat the rush for Christmas during Black Friday. But it isn’t all pre-planned: 44 per cent of people will decide their purchases on Black Friday itself.

“Given how muted current retail sales are, this upcoming Black Friday event is unmissable for retailers – both online and in-store. Online sales will drive purchase behaviour and digital channels are necessary pre-purchase touchpoints for consumers when they are researching what to buy,” he said.

Nature found that more than two-thirds of Black Friday spending will be in three categories: clothing, shoes and beauty (30 per cent); electronics, tech and entertainment (21 per cent); and furniture and home lifestyle (17 per cent).

Nature head of strategy, Aliya Hasan, said: “For retailers, winning at Black Friday is now more important than ever and our research has uncovered a number of key steps to success.

“Beyond cost savings, free shipping and returns are major conversion drivers for consumers. Given the appeal of Black Friday to younger shoppers, personalisation – think text, social media and search marketing – cannot be underestimated. It is critical that brands have up-to-date UX and website accessibility; consumers will spend quite a bit of time researching and purchasing online and if the experience is not fast and seamless, they will go elsewhere.

“While we’re living through a period of enormous economic uncertainty, there’s one things retailers and brands can bank on: people will be spending big at Black Friday, so they should get ready,” she said.

Nature’s research was conducted in August 2023 and covered 1,000 people across Australia. The survey was representative of the national population.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Nehir Hatipoglu
By Nehir Hatipoglu
Follow:
Nehir joined B&T in early 2023 as an editorial coordinator and journalist after graduating from the University of Sydney with a degree in Media & Marketing in 2022.

Latest News

Energy Australia Settles With Climate Group & Apologises For Misleading 400,000 Customers Over “Go Neutral” Product
19/05/2025
Nic Cann, CEO, Blobfish International.
Sampling Isn’t Dead — But the Old Models Are
19/05/2025
Flatpack Flip Flops Unveiled In New Campaign To Celebrate Ikea’s 50th Birthday
19/05/2025
Natasa Zunic’s Mission To Create A “Collective Of Confident Female Leaders”
19/05/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?