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Black Friday in the eyes of Australians

PicodiNovember 12, 2019

Every year, thousands of sale lovers look forward to the end of November. This is when Black Friday, the biggest shopping craze of the year, takes place. Retailers have been preparing for months to finally, on 29th November, unveil the best promotions and discounts for their clients.

Originally, Black Friday used to be known only in the United States. However, in the last few years, the event has spread to other continents, including our country. Australians have welcomed with opened arms the opportunity to participate in huge sales and make great savings.

In which part of Australia is Black Friday the most popular? What are the differences in attitudes toward sales among men and women? How much money are Australians willing to spend and on which products? Where and when do Australian consumers shop? Picodi.com analysts look closer into the Black Friday phenomenon and answer these questions.

The king of all sales

Customer recognition

Black Friday is not the only shopping holiday in November. Although not as prominent in other countries, in Australia Click Frenzy was celebrated on November 12th. Click Frenzy is an Australian online sale offering thousands of deals, which takes place four times a year. The high discounts offered on that day attract huge crowds of bargain hunters.

The survey conducted by Picodi.com shows that Black Friday is widely popular in Australia. Among respondents who took part in at least one of November shopping holidays in 2018, 36 per cent participated in Black Friday sales. 55 per cent took advantage of both Black Friday and Click Frenzy. Merely 9 per cent answered that they took part in Click Frenzy only.

Shopping boom in Australian cities

Sales leaders

Although Black Friday is celebrated throughout Australia, in some cities people anticipate it more than in others. With the internal data from Picodi.com, we found cities where an increase of visits in online stores was the largest (compared to an ordinary Friday).

The biggest increase of interest in Black Friday sales was noted among citizens of Perth. Black Friday has also gained significant popularity among residents of Geelong and Sydney, who took the second and third place respectively. Canberra landed in fourth place, followed by Adelaide.

Male versus female shoppers

Profile of an average Australian consumer

Black Friday sales are popular among both male and female citizens of Australia. As much as 58 per cent of female respondents are going to take part in Black Friday — it is only 6 percentage points less than male shoppers.

Although both men and women purchase around three products, men spend more money than women on Black Friday. An average woman is willing to spend around A$203, while an average man around A$231. Both male and female shoppers chose clothing and shoes as their top purchases.

Black Friday is all about the promotions. In this case, men and women have separate preferences. The surveyed women choose a higher discount on selected products as their favourite type of promotion. The second place takes a discount coupon or code, and a lower discount on an entire range of products is in the third place. On the other hand, men’s favourite promotion is a discount coupon. It is followed by a higher discount on selected products and then a lower discount on an entire range of products.

No time to lose

Best time and place for shopping

The popularity of online shopping is rising year after year, especially because of events such as Black Friday or Click Frenzy. One-third of the surveyed Australians (36 per cent) are going to shop online on Black Friday. The majority of respondents (55 per cent) decided to shop in both online and offline stores. Only 1 out of 10 Australians are going to shop exclusively in brick-and-mortar stores.

One of the reasons against shopping in malls is having to wait in lines. Although in Australia the situation is not as extreme, in some countries, special tutorials are created on how to endure the neverending queuing on Black Friday. Nevertheless, not everyone is willing to waste their time standing in line. Among Australian respondents, as much as 36 per cent declare that they would rather give up on purchasing a product than wait in line.

Those who decide to place orders online do not have to worry about queues and can shop around-the-clock. On the Australian Internet, peaks of shopping activity fall at 10 AM and 2 PM. Consumers make purchases at home, during the commute, or even at work — 61 per cent of surveyed Australians admitted that they buy while working.

With Picodi you can save not only during the Black Friday, but also throughout the year. You can combine discount codes with our cashback service to save up even more in shops such as Kogan, Dick Smith, Billy Guyatts, Amazon and eBay. You just need to sign up to Picodi.com and activate cashback before shopping.

Methodology

The report is based on archival statistical data of the Picodi.com platform, as well as a survey conducted on behalf of Picodi.com between 9-20 October 2019.

Public Use

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