This year’s Black Friday/Cyber Monday sales are projected to hit a record $6.8 billion during the four-day weekend – a 4 per cent increase on last year.
This is according to data shared by the Australian Retailers Association (ARA) in partnership with Roy Morgan, which shows that fashion will likely be top of mind for most Australian shoppers.
ARA CEO Chris Rodwell said the four-day event between November 28 and December 1 this year plays a vital role in boosting momentum for retailers across the crucial peak season trading period.
“Black Friday has firmly cemented its place on Australia’s retail calendar – delivering critical cashflow to discretionary retailers and small businesses who've faced subdued consumer activity for the past two years,” Rodwell said.
Across the market, many retailers within the fashion space are jumping on Black Friday early, as has been the case in recent years. Luggage brand July is set to roll out its Black Friday sales from November 12, with the Australian arm of French jewellery brand Les Nereides already launching its own Black Friday sales this week.
In the survey data from Roy Morgan and the ARA, women are almost evenly split between using Black Friday to buy Christmas gifts (17 per cent) or for themselves (16 per cent), while men are around four times more likely to shop for themselves (27 per cent) than for Christmas gifts (7 per cent).
Overall, around 6 million Australians are expected to take part in Black Friday sales this year. Women make up 3.5 million of this group, men 2.5 million.
The survey also shows that 66 per cent of shoppers plan to buy both gifts and items for themselves, with the main motivations being low prices (42 per cent), great deals (38 per cent) and saving money on Christmas gifts (25 per cent).
Average planned spending is $804 per person – $750 for women and $882 for men.
Rodwell said shoppers remain intentional with their spending.
“Shoppers are savvy and more deliberate – they’re waiting for big sales events like Black Friday to make larger purchases — but it’s not just about price,” he said. “Australians are looking for value, reliability and a trusted retail experience.”
Recent research highlights consumers' focus on key gift categories. Afterpay reports 45 per cent of Australians are holding out for discounts on big-ticket purchases. However, clothing and shoes (45 per cent), toys (34 per cent), books (33 per cent), and interiors and décor (32 per cent) topped sales wish lists.
According to Deloitte, participation in Black Friday is also growing among Australian retailers — with 44 per cent expected to take part this year, up 3 per cent from 2024.
“Retail is Australia’s largest private sector employer, contributing $430 billion or 18 per cent of national GDP,” Rodwell said. “Every dollar spent with a local retailer or national brand this Black Friday helps build confidence, employment and long-term resilience across the sector.
"Unlike overseas ultra-cheap digital platforms, our local and national retailers invest in training, wages, innovation and community connection – that’s worth backing this season.”