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Thirty-seven per cent of Black Friday shoppers to turn to e-commerce

While the majority of consumers (57 per cent) are expected to shop both online and in-store this Black Friday, 37 per cent will shop purely through e-commerce.

This is according to research by the Black Friday Global Analysis Team, which also found that Aussies are expected to spend $263 on average with 57 per cent of Australian consumers expected to participate.

“Every year, the world press feeds us with dozens of photos of crowds besieging electronics stores,” the research firm said in a statement.

“Surprisingly though, the results of our survey state that clothes, not electronics, are the actual apple of bargain hunters’ eye. Consumer electronics category came second in our ranking.”

Sports accessories and underwear were ranked as the least popular items to buy during the event.

The average discount available in Australian stores during Black Friday was found to be 53 per cent last year, slightly below the global average of 55 per cent.

When taken in the context of the projected spend of $263, this could translate to an average savings of $297 per shopper.

The highest average discount globally last year was in the United States (68 per cent), Canada and the Ukraine (each 66 per cent).

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