Australians are poised to spend a record $6.8 billion over the Black Friday-Cyber Monday weekend, according to the Australian Retailers Association (ARA) in partnership with Roy Morgan - a 4% increase on last year.
ARA CEO Chris Rodwell said the four-day event from 28 November - 1 December 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."
The survey reveals women are almost evenly split between using Black Friday to buy Christmas gifts (17%) or for themselves (16%), while men are around four times more likely to shop for themselves (27%) than for Christmas gifts (7%).
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 two-thirds of shoppers (66%) plan to buy both gifts and items for themselves, with the main motivations being low prices (42%), great deals (38%) and saving money on Christmas gifts (25%). Average planned spending is $804 per person – $750 for women and $882 for men.
Mr 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. Australians are looking for value, reliability and a trusted retail experience."
Recent research highlights consumers focus on key gift categories. Afterpay reports 45% of Australians are holding out for discounts on big-ticket purchases. However, clothing and shoes (45%), toys (34%), books (33%), and interiors and décor (32%) topped sales wish lists.
According to Deloitte, participation in Black Friday is also growing among Australian retailers - with 44% expected to take part this year, up 3% from 2024.
"Retail is Australia's largest private sector employer, contributing $430 billion or 18% of national GDP. Every dollar spent with a local retailer or national brand this Black Friday helps build confidence, employment and long-term resilience across the sector," said Mr Rodwell.
"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."
