A new study from BizCover highlights how Australians are becoming more calculated in their shopping habits, driven by rising living costs and a hunger for deals during major sales events.
The research uncovers shopping patterns across the country, offering small businesses actionable insights to refine their marketing strategies and boost sales in 2025.
Key findings from the study
The study analysed over 600 deal-related search queries across 50 Australian cities, spanning 12 major sales events and 17 retail sectors. Here’s what stood out:
- Black Friday dominates as the most-searched sales event, with 2.35 million searches annually.
- Boxing Day and EOFY (End of Financial Year) are close contenders, with 1.97 million and 492,220 searches respectively.
- Top categories driving search interest include automotive, fashion, and electronics, indicating where consumers are focusing their spending.
- Regional participation in sales events is rising, with cities like Bathurst and Dubbo leading the charge alongside Sydney.
Sharon Kenny, Head of Marketing at BizCover, describes 2025 as a pivotal year for Australian retail. “Shoppers are becoming more cost-conscious and strategic. Small businesses can thrive by aligning their marketing efforts with key sales events and understanding what consumers are searching for,” Kenny said.
- Leverage Key Sales Events
Focus on Black Friday, EOFY, and Boxing Day, which generate the highest search interest. Plan promotions to align with these periods and capture consumer attention when they’re actively seeking deals. - Target High-Demand Categories
If you operate in automotive, electronics, or fashion, consider offering exclusive discounts, bundles, or early promotions to tap into heightened consumer interest. - Don’t Overlook Regional Markets
Search data shows significant growth in deal-hunting activity in regional areas like Bathurst, Dubbo, and Orange. Tailor campaigns to these audiences, and optimise your online presence to engage regional shoppers. - Offer Budget-Friendly Deals
Address cost-of-living concerns by providing bundled products or flash sales, helping shoppers stretch their budgets further. - Plan Early
Strategise sales and marketing campaigns well in advance of major shopping events to maximise visibility and impact.
Most-Searched Sales Events and Categories
Top Sales Events (Annual Searches)
- Black Friday: 2,353,680
- Boxing Day: 1,971,610
- EOFY: 492,220
- Christmas: 296,150
- Cyber Monday: 285,660
Top Shopping Categories (Annual Searches)
- Automotive: 6,135,620
- Bags & Luggage: 2,342,650
- Sports Equipment: 1,319,680
- Electronics: 223,270
Australia’s Most Deal-Savvy Cities
Regional Australia is emerging as a hotspot for deal-seekers. Cities like Bathurst, Dubbo, and Orange show significant engagement in major sales events, presenting an opportunity for businesses to cater to these markets.
- Sydney, NSW: 3.62 million (750 searches per 1,000 residents)
- Bathurst, NSW: 27,600 (738 per 1,000 residents)
- Dubbo, NSW: 29,850 (736 per 1,000 residents)
- Orange, NSW: 30,420 (726 per 1,000 residents)
- Brisbane, QLD: 1.7 million (696 per 1,000 residents)
Small businesses can use these insights to optimise their strategies for 2025. By focusing on key events, high-demand sectors, and emerging regional markets, they can position themselves to attract budget-conscious Australians seeking value in a challenging economic environment. For more details, access BizCover’s full report: Australia’s Deal-Seeking Cities.
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