Aussies plan to spend $675 million on household essentials this Black Friday, up 35% from last year
Toilet paper, sponges and dishwashing tablets to be prioritised in this year’s Black Friday sales with more than 4.4 million planning to shop big on household essentials
Black Friday sales increasing in popularity, with 58% of Aussies intending to shop the sales this year – an increase of 17% since 2020
More than nine in ten (93%) admit the costs of living have had an impact on how much they plan to spend during the Black Friday/Cyber Monday sales this year
New research from ING has found Aussies are prioritising toilet paper, sponges and dishwashing tablets this Black Friday, with demand for essential household items up almost 10% year on year. Shoppers are willing to spend an average of $184 each, or $675 million nationwide, on these essential items. One in ten (9%) would spend between $301 – $500.
Nearly half of Millennials agree that due to the costs of living, they intend to spend more on essential household goods compared to gifts and/or discretionary items during the sales this year, which is more than their older counterparts (Gen X: 30%, Boomers: 26%). Almost half (49%) of Aussies with young children (under 18 years of age) at home say the same.
The research also found just over $12.7 billion is expected to be spent on the sales nationwide, across all categories (clothing, jewellery, furniture, appliances, technology, household essentials etc.) – an increase from last year’s projected spend of $10.8 billion, while 58%, or the equivalent of approximately 11.5 million Australians, intend to shop the sales this year – an increase of 17% since 2020*.
Almost half (49%) of all Black Friday shoppers this year are planning to use the sales to buy their Christmas presents, with $297 being the average budget among those shopping for gifts.
Why some Aussies are opting out of the Black Friday sales
Despite the increased interest in Black Friday sales this year, 40% of Aussies are skipping them completely due to cost-of-living budget constraints.
Just a third (32%) of Aussies aren’t shopping the sales this year because they are budgeting or saving for other things, with Millennials being the most likely generation to say this (44%). Almost a quarter (23%) of Aussies did not think the discounts were large enough to justify opening their wallets. In addition, 35% of shoppers plan to spend their Black Friday money overseas on international retailers rather than Australia-based brands.
Matt Bowen, Head of Consumer and Market Insights at ING Australia, comments on the report findings:
“This year’s Black Friday survey by ING shows that Australian consumer sentiment may be improving, however, many Aussies are using this year’s sales to shop savvily, spending more on household essentials and buying their Christmas gifts in advance due to the rising cost of living.
“There’s also clearly an appetite to shop the sales with international retailers this year, according to 35% of respondents who plan to shop the sales this year. We encourage anyone looking to shop internationally to do their research, and consider using a bank, like ING, that doesn’t charge international transaction fees for eligible customers – so you’re not stung by those extra hidden costs at the end of your bargain hunting.
“And as we head into the sales seasons, it’s important to stay vigilant to common scams that could turn savings into nightmares, especially as many scammers look to capitalise on Aussies hunting for a good deal. Verify deals via official channels and always check email addresses for legitimacy. Stay alert for fake websites and remember, if a deal seems too good to be true, it probably is.”
Matt’s tips for navigating Black Friday sales
Use comparison websites to make sure that you’re getting the best deal
Plan ahead and decide if you really need what you’re purchasing and if you can afford it
Check if your bank charges international transaction fees on overseas purchases
Make sure you’re purchasing from accredited websites
Be aware of common scams to ensure that you’re not caught out
More information
Any advice on this page is general information only and does not take into account your particular objectives, financial situation or needs and you should consider whether it is appropriate for you having regard to these factors before acting on it. Fees and charges apply. Before making any decision in relation to any of our products, you should read the relevant Terms and Conditions booklet and Fees and Limits Schedule, available at ing.com.au or by calling 133 464.
Information is current as at the date of publication and is subject to change.
Orange Everyday Benefits will apply for the next month when you meet the following eligibility criteria during the current month:
deposit at least $1,000 from an external source to any personal ING account in your name (excluding Living Super and Orange One), and
also make at least 5 card purchases that are settled (and not at a ‘pending status’) using your ING debit or credit card (excluding ATM withdrawals, balance enquiries, cash advances and EFTPOS cash out only transactions).
Orange Everyday customers who hold an ING Home Loan are automatically eligible for Orange Everyday Benefits, and are not required to meet this monthly criteria.
Each month that you’re eligible for the Orange Everyday Benefits, you’ll receive the following on your Orange Everyday accounts:
1% cashback on eligible utility bill payments (up to $100 per financial year).
Unlimited rebates on the ING International Transaction Fee; and
Rebates on ATM fees for the first 5 fee incurring ATM withdrawals (excludes international ATM operator fees).
An eligible utility bill payment is a payment made by BPAY, direct debit (BSB and account number), or PayTo (when available) from your Orange Everyday account for a water, gas or electricity bill from an agreed supplier for the Australian residential address of the account holder.
Orange Everyday Benefits may be changed or withdrawn at any time at ING’s sole discretion.
Rebate Offers for Orange One Customers
The International Transaction Fee Rebate Offer, ING International ATM Fee Rebate Offer and Australian ATM Fee Rebate Offer will apply for the next calendar month when you perform the following during the current calendar month:
deposit at least $1,000 from an external source to any personal ING account in your name (excluding Living Super and Orange One), and
also make at least 5 card purchases that are settled (and not at a ‘pending status’) using your ING debit or credit card (excluding ATM withdrawals, balance enquiries, cash advances and EFTPOS cash out only transactions).
Card purchases includes in store credit or EFTPOS purchases, online purchases, regular card payments, payWave, Apple Pay and Google Pay transactions made with an Orange Everyday Visa card, Orange One Low Rate or Orange One Rewards Platinum Visa card or Nil Interest Visa card provided with an eligible ING home loan. When using the phrase ‘settled’ card purchases in a calendar month, we mean that the purchases made on your card must be fully processed by the end of the last day of that month. Card purchases made in store or online this current calendar month which are at a ‘pending status’ and do not settle until the next calendar month do not count towards the 5 card purchases needed this current calendar month.
When determining if you are eligible under the offer, we also take into account the behaviour of any of your joint account holders or additional cardholders.
Orange One customers who hold an ING Home Loan are automatically eligible for the International Transaction Fee Rebate Offer, the International ATM Fee Rebate Offer and Australian ATM Fee Rebate Offer, and are not required to meet this monthly criteria.
If eligible:
for ATMs in Australia – any ATM fee charged by the ATM operator is rebated immediately following the transaction,
for ATMs outside Australia – ING will rebate the ING International ATM withdrawal fee immediately after it is charged. ATM fees charged by international ATM operators will not be rebated. ATM transactions outside Australia can take up to 5 business days to finalise, an
for ING international transaction fees – ING will rebate the International Transaction fee immediately after it is charged. Merchants may charge you a separate fee for their services (which is not rebated under this offer).
If eligible, the offer applies to all accounts held in your name (including in respect of any additional cardholder).
The ING cash advance fee is not rebated under any of these offers.
ING can change or withdraw this offer at any time with notice.
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Notes to editors
Research was commissioned by ING and undertaken online by YouGov between 21-23 October 2024 with a nationally representative sample of 1,023 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. “Black Friday Shoppers” or “shoppers” refers to Australians who say they are planning to shop in the Black Friday / Cyber Monday sales in 2024.
All data points referenced in relation to “Aussies” or “shoppers” of this document refers to Australians 18+ who plan to shop during the sales this year, unless stated otherwise.
All data points referenced under sub-heading “Why some Aussies are opting out of the Black Friday sales” refers to Australians 18+ who are not planning to shop the Black Friday sales this year.
