ShopFully has revealed insights into shopping behaviours ahead of the Black Friday and Cyber Monday sales.
The findings, which came from surveying 836 Australian consumers last month, include:
Purchase intentions:
- 39.35% of Australian respondents plan to buy during Black Friday and Cyber Monday, up from 32.4% in 2023.
- 31.82% remain undecided, showing a slight decrease from 43.9% last year.
Motivations for shopping:
- Over half of the respondents (52.98%) want to save on general purchases, and 47.02% are aiming to complete Christmas shopping early.
“Despite cautious spending, essentials and gift-giving remain strong motivators,” says ShopFully Australia Country Manager Brendan Straw.
Shopping channels:
- 52.74% of respondents plan to shop across both online and in-store channels – a significant increase in omnichannel engagement, from the 33.5% in 2023.
- 33.89% of those surveyed are committed to in-store shopping only, a decrease from last year (43.5%).
“Retailers should take note of the increased emphasis on omnichannel shopping, with over half of [surveyed] consumers planning to shop both online and in-store,” says Mr Straw.
“This marks a significant increase from 2023, showing that shoppers are embracing – and even pre-empting – the Black Friday and Cyber Monday sales by going online first to compare offers. As a result, omnichannel strategies have never been more essential, providing a prime opportunity for retailers to enhance both digital and physical shopping experiences.”
Top categories for spending:
- Popular categories include apparel and accessories (47.97%), electronics and gadgets (47.49%), and home décor and appliances (42.96%).
“With notable interest in high-value categories like electronics, home décor, and apparel, retailers can boost engagement by offering incremental discounts or bundled deals, making larger purchases more affordable as shoppers prepare for the holidays,” says Mr Straw.
Budget planning:
- 27.68% of respondents plan to spend between $200 and $500, with 30% planning to spend less than $200.
- Between 2022 and 2024, the percentage of shoppers planning to spend over $500 during Black Friday and Cyber Monday has significantly dropped from 33.4% to just 13.1%.
“In light of 2024’s cost-of-living pressures, a well-calibrated approach to pricing and targeted promotions will resonate with value-driven Australian consumers,” says Mr Straw.
