Flexible returns top priority for Australians ahead of Black Friday

Darshana Gupta

20th Oct 2025

Flexible return options are a top priority for Australian shoppers ahead of the Black Friday sales period, according to new research from human insights organisation UserTesting. 

Flexible returns were deemed important by 83 per cent of respondents, while 46 per cent prioritised lower shipping costs, and store pick-up options were crucial for 21 per cent of respondents, with only 6 per cent listing eco-friendly options as a top priority.

The survey was conducted with Talker Research and polled 4000 consumers across Australia, the US, and the UK. 

Nearly 40 per cent of respondents said that they planned to skip both Black Friday and Cyber Monday this year, while 44 per cent believed deals throughout the year are no different from Black Friday offers. 

The average planned spending for those participating is projected to rise 10 per cent to $419, up from $380 last year.

Eighty-seven per cent of Gen Z stated they would participate in Black Friday sales, along with 80 per cent of millennials.

Inflation remains a concern for most consumers, with 81 per cent expecting it to impact their holiday shopping and 53 per cent planning to spread out spending due to economic concerns. 

The study also found that Australians are reluctant to let artificial intelligence (AI) take over their shopping decisions, with 57 per cent not currently using AI for shopping, and 44 per cent expecting to use it more within the next year. Only 20 per cent of respondents said they would trust AI more than friends or family for gift recommendations, while 43 per cent said AI would perform worse.

Privacy concerns are a major barrier, with 51 per cent of Australians unwilling to share personal data with AI tools.

“Aussies are telling brands exactly what they want this sales season: clear value, low friction and control,” said Paul North, GM, Apac, UserTesting.

“AI can help inspire and guide, but it must be transparent, privacy safe and demonstrably useful. Make savings obvious, returns painless, and stock information reliable, and you will convert cautious browsers into buyers.”