Half of Australians plan to shop Black Friday sales, with 36 per cent buying Christmas gifts early. Shopfully’s Brendan Straw reveals why smart planning beats December chaos.
How early is too early to be Santa? For budget-conscious shoppers, it’s never too early.
This Black Friday, Australians are getting into gift-giving spirit, eager to snap up bargains and start crossing items off their lists. Our new research with YouGov shows that half (51%) of Australians plan to shop the Black Friday sales, and over one in three (36%) are doing so specifically to buy Christmas gifts.
It’s clear that this popular 24-hour sale period is no longer seen just as a one-off day to splurge, but a smart financial strategy for consumers to get ahead of the December chaos and save money.
For retailers, that means a bigger window of opportunity. As more shoppers begin their holiday planning earlier, those who prepare in advance, engage proactively and sustain momentum throughout the season, can tap into a wider spectrum of customers—from the meticulous early planners to spontaneous last-minute buyers.
1. Shoppers Are Planning Early, Retailers Should Too
As the cost-of-living crisis continues to bite, Australians are constantly looking for smarter ways to stretch their dollars further and Black Friday is the perfect moment for it. With many planning sooner than ever this year.
With 34% of shoppers say they start comparing prices more than a week before Black Friday and 31% say at least days before, shoppers are no longer impulsive in their decision making. They’re planning ahead – browsing, creating wish lists, and identifying where to find the best value. So, when Black Friday hits, they already know exactly what they want and where to get it.
This means that being visible in that early stage when shoppers are still deciding is critical for retailers. Start building awareness now. Get in front of potential customers with gift guides, early-bird sneak peeks, digital catalogues, and creative content that sparks excitement for what’s coming.
By being present early and throughout the entire shopping season, the brand stays top of mind through to when the deals drop.
2. Extend the Window, Not Just the Offer
Black Friday has long been a high stakes rush, with shoppers scrambling for deals and retailers battling for attention. But things are changing this year. The way people shop is evolving, and retailers need to keep pace. With more consumers taking their time to decide what to buy, the chance to capture their attention isn’t just about that one big day anymore.
Instead of pouring all their energy into a single 24-hour sale, brands can create a longer sales window that connects with every kind of customer. Think of building momentum through the season with extended campaigns like ‘Black November’or a ‘Gift Giving Season’. A well-planned promotional calendar filled with offers and moments spread across weeks, building anticipation right up to the main event. A steady rhythm of deals that keeps shoppers engaged week after week.
By widening the campaign window, retailers not only stay visible longer but also give customers the space to shop with more intention.
3. Leverage Consumer Insights and Cut Through the Noise
With every brand competing fiercely for a share of consumers’ wallets, static, one-size-fits-all promotions often get lost in the noise. The key to standing out is understanding who your customers are and using those insights to deliver offers that truly resonate.
Our data reveals distinct generational differences in how Australians approach Black Friday shopping this year. Gen Z shoppers are ready to splurge on lifestyle-driven purchases such as home décor, entertainment, and experiences that elevate everyday living. They’re driven by trends and drawn to products that reflect their individuality and social values. Baby Boomers, on the other hand, value practicality and reliability — prioritising quality and longevity over novelty. Meanwhile, Millennials and Gen X take a more strategic approach, seeking deals that let them upgrade their homes, tech, and wardrobes without sacrificing value.
These diverse preferences across key demographics mean that retailers can no longer rely on static campaigns. Instead, a dynamic approach is essential—one that segments campaigns and tailors offers to each audience. Lean into real-time engagement tactics (i. e. push notifications for flash sales, limited time deals, social-led promotions, mobile catalogues with geo-location) that push the right offers to the right audience when purchase intent is at its peak.
With more than half of Aussies planning to spend this black Friday, brands don’t need to convince them to buy, they simply need to put the right products and offers in front of them at the right moment.
4. Capture Last-Minute Shoppers with Omnichannel
Even as more Australians start their Black Friday shopping early, around 11% still wait until the big day to chase last-minute deals and in-store excitement. This presents a valuable opportunity for retailers, especially bricks-and-mortar stores, to capture spontaneous spenders. And the key lies in blending digital convenience with in-store immediacy.
It’s time to double down on omnichannel. With 83% of Australians researching online before heading in-store, retailers that link digital discovery with local access stand to benefit most in those final moments. Seamlessly integrating online catalogues, mobile alerts, and social ads with real-time in-store availability creates a frictionless shopper journey—from inspiration to purchase.
Click & Collect strengthens this connection. offering the perfect mix of convenience and speed. Picture a shopper spotting a last-minute deal online, locking it in instantly, and picking it up when works best for them. This approach not only reduces the risk of missed sales but builds confidence and flexibility for those spontaneous spenders.
To further maximise results, retailers should spotlight same-day pickup, local stock availability, and geo-targeted push notifications that drive immediate action and foot traffic right up to the final hours of the sale.
Make the Season Merrier
Black Friday now marks the true kickoff to the Christmas season and shoppers are diving in earlier than ever. They’re on the hunt for value, inspiration, and convenience, planning their purchases well before December hits.
For retailers, now is the time to shine – connect early, spark excitement, and keep the momentum going. From wish list inspiration to the final festive checkout, retailers who are constantly present at every step of the journey are the most equipped to win a share of wallet this holiday season.
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