Black Friday and Cyber Monday can be a fraught time for your credit card. But it’s also fraught for brands and marketers with heightened pressure to make a success of slashing prices. Here Jessica Gilby, national head of retail and digital growth at News Corp Australia, explains what you can do to come out of the shopping season flush rather than flat.
As we approach the busiest retail period of the year — Black Friday and Cyber Monday (BF/CM)—brands are confronted with a significant challenge. The retail landscape has changed, and the conventional approaches to engaging consumers are no longer sufficient. With rising living costs and declining consumer confidence, the typical retail spending “wallet” in 2024 isn’t expanding; we are predicting more concentrated and planned spending within the sales season. Marketers must now adapt their strategies and media tactics to capture a larger share of the concentrated consumer outlay whilst balancing margins and profitability.
To back this up, recent research commissioned by Amazon Australia has unveiled a striking shift in consumer behaviour. According to a study conducted by YouGov Plc, a staggering 68 per cent of Australians are delaying major purchases, waiting for BF/CM sales to maximise their savings. Additionally, 59 per cent of Australians stated they would only buy gifts if they were on sale, and over half are postponing even essential purchases until prices drop. These figures underline the urgency for brands to rethink their BF/CM strategies, and fast.
However, it’s not just about slashing prices; it’s also about engagement. CMOs, media planners, and agency heads must develop smart, value-driven propositions for consumers who are now more selective than ever.
Another shift this year is delivery method, due to rising freight and logistics costs free shipping levers are at higher total basket sizes, and ultimately in-store or click-and-collect is optimal. The importance has never been higher on having media partners that offer robust strategies that can convey a brand message whilst also aiding a commerce experience – A focus at our Decoded upfront where we highlighted the importance of aiding brand, action and transaction.
This November, News Corp Australia is spearheading an all-of-network BF/CM campaign strategy that reimagines the traditional publishing approach to retail. Leveraging the engagement and effectiveness of our “Breaking news” editorial alerts, we will transition to “Breaking Sales” alerts for consumers, creating a sense of urgency and excitement around BF/CM. Our highly successful news.com.au Checkout platform will be the go-to destination for Australian shoppers, offering over 10,000 curated deals across various categories, including beauty, small appliances, and wearables. This platform is designed to provide consumers with trusted, authoritative shopping advice, real product reviews, and click to purchase directly from our network shopfront.
and wearables. This platform is designed to provide consumers with trusted, authoritative shopping advice, real product reviews, and click to purchase directly from our network shopfront.
As the nation’s leading news, information, and video publisher, reaching four in five online Australians with an audience of 17.833 million, what sets our approach apart is the way we are transforming BF/CM into a live shopping event. By utilising our vast and engaged reach—from news.com.au to The Daily Telegraph and Vogue Australia, and even our regional titles—we can deliver contextual, high-impact, local and national content that captures consumer attention where it matters most. This strategy is not just about visibility; it’s about ensuring that brands remain front-of-mind when shoppers are ready to spend.
BF/CM is no longer about just offering a good deal; it’s about owning the sales conversation during the most important seasonal moment. Let’s meet the consumer where they are—strategic, informed, and ready to spend smart.
