Marketing

Beyond impulse buys: Australians plan for strategic festive seasons

Apart from the Christmas season drawing to a close, about 51 per cent of Australians are planning to stretch their budget for the upcoming Black Friday sale season, according to research by Shopfully and YouGov.

The survey shows that respondents are likely to purchase goods for practical and seasonal needs ahead of festive seasons, signalling that major sales events have become consumers’ financial strategy

“Budget-conscious Australians are planning, and for many, Black Friday has become the unofficial start of festive shopping,” said Brendan Straw, Shopfully’s country manager. 

Consumers with children tend to spend more money than those without. More than twice the rate of individuals without children at home among thousands of survey participants, 75 per cent of Australian parents are likely to spend more during the sale event. 

List categories to watch on this Black Friday 

The first-ranked category is festive-celebration gifts; 36 per cent of consumers plan to buy Christmas presents for beloved members and friends during the sale period, while essential items such as clothing, personal care, and household goods rank second, with 33 per cent.

Meanwhile, 22 per cent of Australians said they will purchase non-essential items, including home decor, toys, and hobby products, while another 22 per cent plan to buy big-ticket items, such as electronics, furniture, and luxury goods.

“For retailers, this is a golden opportunity to engage shoppers earlier, tailor offers to key demographics and position Black Friday as more than just a sales day – but a smart shopping strategy Australians are actively embracing,” said Straw.

Categories differ from distinct demographics

While Gen Z focuses on entertaining and enhancing their personal spaces, spending 51 per cent on food and beverages, and home furnishings, 28 per cent of Baby Boomers said they will practically prioritise spending on household items.

Millennials and Gen X are evenly distributed between the spending trends, blending both essentials and lifestyle-related purchases.

Australians will not act on impulse buying with price consciousness 

One-third of these consumers start comparing prices at least one week before the sale period begins, specifically, a reported 31 per cent make their comparisons a few days ahead of Black Friday.

“The data signals that budget-conscious Aussies are planning and using major sales events to stretch their dollar further – with Black Friday now considered a key moment for early festive shopping,” said Straw. 

He added that retailers who can engage shoppers who are making more deliberate choices through well-timed and well-targeted promotions stand as a ‘golden opportunity’ to benefit the most.