Black Friday and Cyber Monday shoppers are spending more, and say the sales are getting better

BY Australian Retailers Association
28 November 2019

New research has revealed that 66% of Aussies who have shopped Black Friday and Cyber Monday sales are increasing the volume of their orders each year, and 75% have said the sales are getting better.

The data comes from a survey of a nationally representative panel of 1021 Australians who shop online[1] – commissioned by leading parcel delivery service CouriersPlease (CP).

This year, Black Friday falls on 29 November and Cyber Monday on 2 December.

Despite just 1 in 3 Aussies having shopped the sales during these 2 key events, 3 in 4 Aussies recognise the value of the discounts being offered. The survey revealed that 75% of Aussies say the sales are getting better. These are made up of 33% who say the discounts are generally bigger each year, 21 per cent say they find better items on sale, and 21% who say more items are on sale during these events each year.

Who shops the most during Black Friday/Cyber Monday – and where are they?
The older the shopper, the less likely they are to have purchased items during these shopping events – according to the findings. CP found that Aussies under 30 take advantage of Black Friday and Cyber Monday sales more than any other age group. More than half (58%) of under 30s have purchased items during these shopping events. This compares with just 32% of those in their 40s, 25 per cent in their 50s, and only 10 per cent of over-60s.

Younger age groups are also spending more. Among 18-29-year-olds who have shopped the two events, 72% have been spending more in the last two years. This percentage decreases further the older the age group, down to 58% of over-60s.

When comparing shoppers across the States, CP found that more WA residents (44 %) have shopped during Black Friday and Cyber Monday than those in any other State, while ACT sees the least amount of shoppers during these events, at 25%. Meanwhile, Victorian residents fall just under the national average, at 32%.

Among those who have shopped during these events, ACT and QLD residents have increased their shopping the most in the last two years (75% and 72% respectively), compared with 65% of NSW residents.

CP spokesperson Jessica Ip says: “We expect that Black Friday and Cyber Monday will attract an even higher volume of sales this year, as the events take place a week later than in 2018. This will result in the events coinciding with the Christmas shopping period. We anticipate that astute shoppers will wait until these global events to save on their Christmas shopping.

“In the week following Black Friday and Cyber Monday from 2016 to 2017 to 2018, we have seen an 8-10 per cent increase in parcel delivery volumes. As these global shopping events gain more traction locally, with more retailers offering better discounts and products both online and in-store, we expect these sales will grow from strength to strength each year.”

Aussies’ Black Friday/Cyber Monday shopping habits
[1] Respondents shopped online at least once in the previous three months

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ABOUT THE AUTHOR

Australian Retailers Association

Founded in 1903, the Australian Retailers Association (ARA) is Australia’s largest retail association representing Australia’s $310 billion sector, which employs more than 1.2 million people. As the retail industry’s peak representative body, the ARA works to ensure retail success by informing, protecting, advocating, educating and saving money for its 7,500 independent and national retail members throughout Australia. For more information, visit www.retail.org.au or call 1300 368 041.

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