New research from Future Publishing Australia has revealed Black Friday has overtaken Boxing Day as Australia's leading sales event, with 50% of Australians planning to shop during the Black Friday and Cyber Monday sales, compared to 32% for Boxing Day.

The research, part of Future Publishing Australia's Consumer Confidence Report, suggests that despite economic pressures, one in five Australians plan to spend more this Black Friday season than last year.

"Black Friday’s rise to the top of the sales calendar signals a new era in Australian retail,” said Commercial Director for APAC at Future Publishing Australia, Chris Ferguson. He adds that many consumers are still open to persuasion, presenting an opportunity for retailers to influence and capture last-minute buyers.

The shift in consumer behaviour reflects a growing trend of starting holiday shopping earlier and the need to replace big-ticket items. Nearly 60% of Australians are getting a jump start on their Christmas shopping with early Black Friday sales. Over 40% of shoppers remain undecided, actively searching for the best deals online.

Major household items such as fridges and washing machines are being considered, positioning Black Friday as a prime time for upgrades. "Many big-ticket household items were purchased during the COVID-19 pandemic and are now nearing the end of their lifecycle, so Black Friday offers the perfect opportunity for shoppers to snag great deals on these upgrades,” Ferguson said.

Despite the pressures of rising living costs, 56% of Australians still plan to spend the same amount as last year on Christmas gifts, with 21% even intending to spend more. "Even with the pressures of rising living costs, Australians are finding ways to invest in the holiday season. Retailers have an important role to play in this landscape by providing value-driven offers that appeal to budget-conscious shoppers,” Ferguson said.