Black Friday: How Aussies are really embracing the biggest sales ahead of Christmas

With Black Friday and Cyber Monday coming up, excitement is building – not just for retailers, but in households all over Australia. Our recent customer survey delves into what’s actually motivating Aussies this sale season: what they’re hoping for, what’s making them hesitate, and what really matters when they decide to buy. It’s clear that for most people, these sales aren’t just about grabbing the lowest price – it’s also about making thoughtful choices and sharing the experience with others.

Generations: waiting, weighing, deciding

Our survey found that younger Australians – particularly Gen Z and Millennials – aren’t just impulse shoppers. They’re planners, often holding off for months (sometimes even a full year!) to try and snag the best deal when Black Friday or Cyber Monday comes around. On the flip side, our Boomers and Traditionalists tend to be more straightforward: they buy what’s needed, when it’s needed, with less focus on timing their shopping to coincide with big sales. It’s a fascinating split that really highlights how different the experience is for everyone through a cost-of-living crunch.

Who’s in, what’s hot, and where they’re shopping

Despite all the excitement, only about 26% of customers said they’d jump into the Black Friday/Cyber Monday action this year. For those who are, the top picks are clear: Christmas gifts, tech gadgets, fashion, and homewares – all the things that make this time of year special, and while most will buy from local stores, 27% are eyeing international online retailers.

Retail isn’t just about physical products anymore though. Customers are considering things like digital subscriptions, experiences, and online services when the sales roll around. These are often modern necessities like online storage or coffee subscriptions – so capturing them at a discount can pay dividends for the entire year. And awareness of this money hack is rising too, with nearly half of our customers surveyed are aware these deals are coming, and a third are planning to jump in and buy.

What really influences Aussie shoppers: Brands vs advice from friends

Here’s what really stood out: while recommendations from friends are highly valued, ING customers actually place the most trust in brand advertisements or newsletters and emails when deciding what to buy during sales events. These official brand communications top the list as the primary influence, with tips from friends coming in next, followed closely by suggestions from family members. Still, this “friend-fluence” remains especially strong in areas like tech, homewares, travel, and experiences, where personal stories and trusted advice make a real difference.

My top shopping & saving tips

1. No one makes the best decisions in a hurry. So don’t rush. Before you splurge, hang back and wait for those sneaky early bird teasers or loyalty perks. Sometimes the best deals can pop up just before the big rush.
2. Digital goodies and subscriptions can be a winner. Tech items and clothes are always fun, but don’t ignore digital delights like streaming subscriptions, cloud storage and e-books can be popular. And take a look at your bank statement for your recurring subscriptions – it might be worth seeing if any of these services might have a flash sale that you can take advantage of. 
3. Shop the world. Local retailers are great for instant gratification, but retail has never been more global and getting in early will ensure there’s plenty of time for it to arrive for Christmas. And when shopping international retailers, make sure you use a bank card that doesn’t charge international transaction fees to avoid unnecessary costs.

Wrapping up

It’s interesting to see that only about a quarter of ING customers plan to take part in the Black Friday and Cyber Monday sales this year, highlighting a trend where shoppers are selective and increasingly motivated by trusted brand communications and personal recommendations rather than just the promise of big discounts.

For those participating this year – remember to shop smart and keep your holiday budget in check, so you don’t get swept up in the festive frenzy.

Matt Bowen is ING’s Head of Consumer & Market Insights. He appears daily on Ch7 Sunrise program with commentary on the top money stories for Australians. For interviews or media enquiries, or interview requests, please contact Cassandra Geselle.