New research from SAP Emarsys reveals that 38% of Australian consumers will remain loyal to the brands they purchase from during Black Friday, with 28% of Australians plan to buy the majority of their holiday gifts during the Black Friday sales.

The study suggests that personalised marketing and AI are instrumental in converting first-time Black Friday shoppers into long-term customers., with 21% of the 2,000 Australian consumers surveyed expressing greater loyalty to brands that tailor their marketing to individual preferences and deliver personalised experiences.

In terms of brand loyalty, 54% of consumers feel most loyal to clothing and fashion brands, while 38% feel the same about health, beauty and skincare brands, and another 38% towards consumer-packaged goods (CPG) brands.

The research also highlighted the growing importance of mobile apps in Black Friday shopping. 49% of consumers use mobile apps for their Black Friday shopping, with 67% stating they would be more likely to use an app if it offered rewards or incentives, and 44% would increase usage if they received personalised messages.

The research was conducted by Opinion Matters on 2,019 Australian respondents aged 16+, collected between 12-17th June 2024.

CEO at SAP Emarsys, Joanna Milliken, said: "The Black Friday period now encompasses multiple channels and industries, with a noticeable shift towards mobile app usage. To maintain customer loyalty, brands must reach their audience at the right moment and on the right platforms. Effective engagement during Black Friday will lay the groundwork for building long-term relationships. Consumers are open to sharing their data for experiences that matter to them. Brands can capitalise on this by implementing personalised, direct-to-consumer strategies that span the entire customer lifecycle — from the initial Black Friday purchase to ongoing tailored offers. By using loyalty programs, personalised recommendations, and targeted campaigns, brands can create enduring relationships that drive long-term growth."