Black Friday – It’s Not Just For Americans Anymore

Oct 20, 2023

Black Friday, the iconic shopping event that sends bargain hunters into a frenzy, is a phenomenon that originated in the United States. This post-Thanksgiving holiday tradition is celebrated with much fervour, and its influence has reached far beyond American shores, including Australia. So, what exactly is Black Friday, and how have Australian retailers embraced this shopping extravaganza?

In the USA, Black Friday falls on the day after Thanksgiving, marking the unofficial start of the holiday shopping season. It's a day when retailers offer massive discounts and deals to lure in eager shoppers. The term "Black Friday" is said to have originated from the idea that retailers' finances would go "into the black" thanks to the increased sales on this day.

In the United States, Black Friday is an event like no other, with shoppers lining up outside stores in the early hours, waiting for the doors to swing open, and embarking on a shopping spree that can often last well into the night. It's an integral part of American culture, a day where people come together to hunt for the best deals, and it has become somewhat of a sporting event in its own right.

The Aussie Adoption

Now, let's talk about Australia. While Thanksgiving isn't celebrated here, Australian retailers recognised the potential of this shopping phenomenon and eagerly embraced Black Friday. In recent years, Black Friday has become a significant date on the Australian retail calendar.

According to the National Retail Association, Australians spent a staggering $2.9 billion during the Black Friday and Cyber Monday sales in 2020. That's a substantial sum, and it showcases the appetite for deals and discounts among Australian shoppers.

The Sales Spike

Black Friday is more than just a shopping day; it's an economic juggernaut. It creates a remarkable spike in sales for businesses. Retailers prepare for this day weeks in advance, ensuring they have enough stock and staff to handle the surge of customers.

What's fascinating is how this surge in sales acts as a catalyst for the holiday season. As Black Friday falls toward the end of November, it marks the kick-off to the festive season. Retailers not only see a boost in sales on Black Friday itself but also enjoy a ripple effect that extends into December, culminating in Christmas shopping and boxing day sales.

Leveraging the Hype

Brands are well aware of the allure of Black Friday. They use this day to showcase their most enticing offers, trying to outdo their competitors and capture the attention of shoppers. It's not uncommon to see massive price reductions, "doorbuster" deals, and limited-time promotions that create a sense of urgency.

Online retailers have also jumped on the Black Friday bandwagon, with a significant portion of the shopping happening on e-commerce platforms. This online presence allows customers to browse and shop from the comfort of their own homes, adding a layer of convenience to the Black Friday experience.

At Inspike we have a diarised countdown to the 24th November. We have a couple of clients in the combined bricks & mortar and eCommerce space where we can leverage the hype to craft strong, relevant marketing messages and offers. Some care needs to be taken in the latter – the deals need to be highly compelling, but you want to take care not to trigger a cycle of discounting reliance or to cheapen the perceived value of your offerings. We prefer to add value through bundling offerings rather than have a massive discount, this way you protect your price point, and the customer sees the value. Win – win.

So if you aren’t already thinking about Black Friday, we suggest you do – or get in touch and we van help you build a Black Friday strategy to get the cash register ringing.