ShopFully, the leading European tech company in Drive to Store with a presence in 12 countries, surveyed over 1,100 Australian consumers in October 2022 to reveal insight into their shopping behaviours ahead of the four-day shopping event of the year, Black Friday and Cyber Monday sales.
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32.4% of respondents are planning to buy something in the 2022 Black Friday and Cyber Monday sales, with 39.4% sitting on the fence and haven’t decided yet.
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46.1% of respondents plan to complete their shopping both online and in-store, with 36.7% heading to brick-and-mortar stores only.
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71.5% of respondents shared they’re eager to shop in-store because they love to physically touch and see products in person
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71% of respondents revealed they’ll be more conscious of their spending in light of the rising cost of living and inflation.
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Interestingly, 44.3% of respondents are eager to see what’s on sale first before deciding what to purchase.
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Scoring items cheaper and at a good deal is the main reason (59.2%) respondents are shopping for Black Friday and Cyber Monday sales, followed by almost half wanting to get Christmas shopping done early (48.7%).
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63% of respondents will prepare to shop by searching online for the product they’re after to find the best price, and turn to catalogues for the best deals (52.5%).
This Black Friday:
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58% of respondents will be looking to purchase products in the fashion category (clothes, shoes and accessories).
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40.6% in the technology category for entertainment (from mobile phones and tablets to gaming consoles).
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38.5% for things for children (toys).
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36.1% for beauty products (perfume, skincare and makeup).
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35.5% for home appliances (washing machines, vacuums).
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34.7% of respondents plan on spending between $200 – $500, and 31.9% are looking to spend $200 or less.
Brendan Straw, Country Manager for ShopFully Australia, said: “The biggest event on the retail calendar is upon us, and retailers and brands must be prepared to combat slipping consumer confidence in the face of high living costs, and inflation.
“This Black Friday, 71% of ShopFully respondents revealed they’ll be more cautious of their spending, with 63% noting they’ll be first turning to online search to prepare for any purchases. Retailers must capitalise on the opportunity to communicate true value to their customers where they’re researching their buys and translate this digital traffic to drive customers to brick-and-mortar stores.
“Shoppers are looking for a good deal, with scoring items on sale (59.2%) being the main reason to shop. Retail competition is set to be fierce and a one-size-fits-all approach simply won’t cut it for the increasingly savvy Aussie shopper. Retailers should be curating the experience for their customers, highlighting their competitive discounts, while delivering personalised offers that will encourage in-store visits.”