28 October 2025
Westpac is predicting record-breaking consumer spending with online retailers this upcoming Black Friday and Cyber Monday sales season, surpassing the $17.7 billion spent in 2024, following consistent month-on-month transaction growth and in line with historical seasonal spikes.
New research from Westpac DataX reveals that international marketplaces are increasingly benefitting from the November spending boom. Since 2023, Australian consumer spend on these overseas platforms has grown by an average of 18 per cent annually, with November 2024 setting a new record at $852 million.
"Continued growth in international marketplace spending signals a shift in consumer behaviour. Following last year's record-breaking Black Friday period, we expect November 2025 to set a new benchmark for overseas purchases, as shoppers plan ahead to stretch their dollar further," said Carolyn McCann, Westpac Chief Executive, Consumer.
The analysis found that consumers aged 35 to 44 contributed the largest share of international marketplace spend (24.1 per cent), with an average transaction value of $48.44. Men accounted for 55 per cent of total spend, with a higher average transaction value ($51.05) compared to women ($43.22). Clothing and consumer electronics dominated, representing over 25 per cent and 18 per cent of spend respectively.
Westpac is encouraging Australians to support local businesses this festive season while remaining vigilant against scams during peak sales periods.
"Spending with Australian businesses doesn't just feel good - it strengthens our economy and supports local jobs. Every purchase made with a reputable Australian retailer this Black Friday is an investment in our communities and a safer choice," McCann added.
"We urge shoppers to stay alert, as the surge in spending coincides with increased exposure to online scams. Scammers know that during busy sales events, people are often in a rush and may not take the time to verify a deal. In the excitement of grabbing a bargain, it can be difficult to spot what's genuine. Take a moment to think before you click."
To help customers spend smarter and stay safe, Westpac offers a range of digital tools designed to keep finances on track and protect against fraud and scams, including:
- Real-time spend notifications and card controls via the Westpac App.
- Budgeting tools such as Westpac's Budget Planner.
- Westpac Digital Card with a dynamic CVC for added online security. Click to Pay allows Westpac customers check out securely in just a few clicks, with card details safely stored by Mastercard - not the merchant.
- Pay with Points allows Altitude Rewards customers to make purchases using their points anywhere Mastercard is accepted.
- Westpac's exclusive ShopBack partnership enables customers to earn bonus cashback at over 4,000 well-known brands.
"As we head into the festive season, it's important to balance celebration with smart spending. A simple tip is to plan by setting a budget and mapping out purchases early.
"For bigger-ticket items or gifts for multiple family and friends, look to the sales to save. A little preparation can go a long way in helping you enjoy the season without overspending.
"We want to ensure our customers enjoy the sales season safely and responsibly. Using our digital tools can help shoppers stay on top of their budgets and avoid falling victim to scams - while also unlocking rewards and cashback opportunities that make every dollar go further," McCann concluded.
This year, Black Friday falls on Friday, 28 November, with Cyber Monday on Monday, 1 December. To stay scam savvy ahead of the sales season, take the free Westpac Black Friday Scams Quiz - test your knowledge and learn how to spot the red flags when shopping online.
