New Shopfully and YouGov Study Suggests Black Friday is Key for Christmas Buys
This year, Christmas has come early – at least for those buying the gifts. New research from Shopfully, the international leader in Drive to Store, in collaboration with YouGov in early September reveals that more than half of Australians (51%) plan to take advantage of Black Friday sales, with the festive season top of mind.
The online survey of over 1,000 Australians found parents are leading the charge, with 75% saying they’ll likely purchase something during Black Friday, more than twice the rate of those without children at home (34%).
“Budget-conscious Australians are planning ahead, and for many, Black Friday has become the unofficial start of festive shopping,” said Brendan Straw, Shopfully Country Manager Australia. “With the end of the year already a high-expense period for many households, Black Friday will be a key shopping moment that retailers shouldn’t ignore.”
Categories to Watch
When asked what they intend to purchase this Black Friday, Australians pointed to both practical and seasonal needs. Topping the list were Christmas presents for friends and family, with 36% of respondents saying they plan to buy gifts during the sale.
Essential items such as clothing, personal care, and household goods were close behind at 33%, reflecting a strong desire to make everyday purchases stretch further during discounted periods.
Meanwhile, 22% of Australians said they will use Black Friday to purchase small non-essential items – such as home décor, toys, and hobby products – and another 22% are planning to buy big-ticket items including electronics, furniture, and luxury goods.
When asked to name the specific product categories they’re most interested in, 43% of potential Black Friday shoppers selected clothing, apparel, and accessories as their top choice, followed by 29% who identified electronics and gadgets.
Age & Location
While enthusiasm for Black Friday is widespread, spending priorities vary significantly across age groups for these shoppers. Gen Z are leading the way when it comes to lifestyle-oriented spending, with 29% indicating they plan to spend the most on food and beverages, and 22% on furniture and home décor – highlighting their focus on entertaining and enhancing their personal spaces.
In contrast, Baby Boomers are more practical in their approach, with 28% saying they will prioritise spending on household items. Interestingly, they are also more uncertain about their spending intentions, with 14% unsure of what they will purchase – more than double the rate of Gen Z and Millennials, who sit at just 6% each.
Millennials and Gen X fall somewhere in between, displaying a more balanced approach to their spending, blending both essentials and lifestyle-related purchases.
Price Comparison Behaviour
The data reveals Black Friday shoppers in Australia aren’t acting on impulse, they’re planning with intent. One-third of these consumers (34%) start comparing prices at least one week before the sale period begins – equating to roughly 5.8 million potential buyers nationwide who are actively researching in advance.
A reported 31% begin their comparisons a few days ahead of Black Friday; and only 11% wait until the day of the sale to start hunting for bargains, reinforcing the notion that Black Friday is increasingly becoming a planned shopping moment.
Interestingly, gender also plays a role in shopping habits, with data revealing men are more likely than women to begin comparing prices just a few days before the event, with 46% of men doing so, compared to 39% of women.
A Festive Opportunity
“The data signals that budget-conscious Aussies are planning ahead and using major sales events to stretch their dollar further – with Black Friday now considered a key moment for early festive shopping,” added Brendan. “For retailers, this is a golden opportunity to engage shoppers earlier, tailor offers to key demographics and position Black Friday as more than just a sales day – but a smart shopping strategy Australians are actively embracing.”
As the cost-of-living crisis continues to shape how Australians shop, Black Friday is increasingly seen not just as a sales event, but as a financial strategy. From parents tackling holiday gift lists early to younger Australians upgrading their homes and wardrobes, consumers are making more deliberate choices – and retailers who meet them there, with well-timed and well-targeted promotions, stand to benefit the most.
With Christmas now less than 100 days away, millions of Australians aren’t waiting – planning and purchasing is already underway, and retailers should be ready.