published 24 Nov 2025
Less shoppers, bigger baskets: Aussies tipped to spend $12.7 billion on Black Friday despite fewer participating in the sales event
New research commissioned by ING reveals a shift in the way Australians are approaching Black Friday this year.
Just under half of Australians (47%) say they’ll shop the Black Friday sales this year, down 9% from 2024. This marks a return to participation levels last seen in 2022, suggesting that the feverish hype around the sales may be cooling.
Yet despite the dip in participation, total spend is expected to climb slightly, with Aussies predicted to shell out over $12.7 billion – a year-on-year increase of $55 million.
This year’s top-growing categories include:
- Homewares, kitchenware and furniture
- Clothing
- Essential household items (e.g. laundry detergent, toilet paper)
- Work-related gear
- Kids’ clothing
Generationally, younger Australians are driving the spend, with 79% of Gen Z and 66% of Millennials planning to shop the sales, compared to just 40% of Gen X and 16% of Baby Boomers. When searching for discounts, Australians are relying on a blend of both familiar and new methods, drawing on a variety of resources to secure the best value*:
- Brand ads and newsletters
- Recommendations from friends and family
- Online forums like Reddit
- Aggregator sites such as OzBargain
- Social media influencers and even AI assistants are gaining traction
ING’s Head of Consumer and Market Insights, Matt Bowen comments on the report findings:
“Our research suggests fewer Aussies might be gearing up for Black Friday this year, but those who are diving in seem to be doing it with purpose. We’re seeing a shift towards more intentional spending, with the biggest lifts in categories like homewares, furniture, clothing, everyday essentials, work gear, and kids’ clothes.
Matt’s top 5 tips for smart Black Friday (or year-round) shopping
- Channel your inner detective. Before you buy, do a quick search for hidden discount codes or cashback offers. Sometimes the best deals are tucked away in newsletters, forums, or even at the bottom of a friend’s group chat. A little sleuthing can sometimes go a long way.
- Make a wishlist, not a whim-list. To resist impulse buying, keep a running wishlist throughout the year – then when a sale hits, you’ll know exactly what you want, and what you can skip.
- Write a reverse shopping list. Instead of writing what you want to buy, make a list of things you definitely don’t need. It’s a fun way to remind yourself what not to splurge on, even when sales fever hits.
- Let tech do the heavy lifting. Browser extensions, price trackers and even AI assistants according to our research, can help you spot deals and what to buy. Why do all the hard work yourself when you can lean on technology for help?
- Stack your savings. Check if your banking app offers cashback offers – like ING Pocket Perks** – that may help you nab an even bigger bargain during the sales.
For more information regarding ING Pocket Perks, visit campaigns.ing.com.au/INGPocketPerks.
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Notes to editors
Research was commissioned by ING and undertaken online by YouGov between 2nd – 5th October 2025 with a sample of 1,008 Australians aged 18 years and older. Following the completion of interviewing, the data was weighted by age, gender and region to reflect the latest ABS population estimates.
*This study was conducted online between 16th October and 3rd November 2025. The sample comprised of 1,006 ING customers aged 18 years and older
**ING Pocket Perks is a rewards program for Orange Everyday Debit Card holders and Orange One Card holders aged 18 years and older. Each debit or credit card you hold will automatically be enrolled into ING Pocket Perks. ING Pocket Perks offers are subject to specific eligibility requirements set by the merchant providing the offer, and these details will be displayed in the ‘Offers’ section of the ING app. Cashback is usually credited within 7 days of a qualifying purchase being fully processed. ING Pocket Perks offers are also subject to the Orange Everyday Terms & Conditions or Orange One Terms & Conditions that correlate to the card you hold. Offer information displayed in the ING App is provided by participating merchants. ING Bank (Australia) Limited makes no representations or warranties of any kind, express or implied, about the completeness, accuracy, reliability, suitability or availability with respect to the offer information. Offers are for a limited time only and subject to change.
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