Each year, Nature’s Black Friday report tracks how Australians plan, shop and spend. And each year, those forecasts have played out almost exactly as predicted.
From 2023’s record-breaking surge to 2024’s modest slowdown, the data has consistently reflected what has then happened in market.
This year’s report signals another shift. The event once defined by discounts is now about decision confidence, where loyalty, convenience and technology determine who wins.
Black Friday has cemented itself as Australia’s biggest shopping moment.
More than 11 million Australians are expected to take part in 2025, over half a million more than Boxing Day, and nearly double EOFY or New Year sales.
Younger generations are driving the growth. Gen Z and Millennials are the most engaged and the most strategic, planning ahead, comparing deals and curating wish lists early.
Nearly 1 in 2 shoppers plan to browse via social media (47%), rising to 59% among Gen Z.
Most will purchase online (79%, up from 72% in 2023), yet 1 in 3 say the experience can feel overwhelming.
That makes user experience critical. Shoppers increasingly value seamless design, easy navigation, personalised recommendations and clear product information that build trust and reduce decision fatigue.
Black Friday now reflects how people shop: social first, digital and relentlessly savvy.
Black Friday 2025 is about intelligence.
Shoppers are now informed, deliberate and assisted by AI, combining comparison tools, reviews and recommendations to make smarter buying decisions.
In just two years, the share of Australians comparing prices across retailers has jumped from 67% to 73%, while those checking reviews before purchase have climbed from 52% to 61%.
AI is reshaping shopping habits, not through flashy assistants, but through smarter search, personalised feeds and real-time deal tracking.
For retailers, discoverability, clarity and trust have never mattered more. If your product cannot be found, compared and justified instantly, it is not in the race.
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Amid the noise of short-term deals, long-term value is what keeps shoppers coming back.
Paid loyalty program membership has risen from 34% to 43%, and now reaches 53% of Millennials. Free programs are almost universal.
Today’s top reasons to choose a retailer are no longer discounts, but free delivery and rewards.
The strongest loyalty programs go beyond transactions to create belonging and recognition.
They offer exclusive access, early product releases, meaningful perks and experiences that make members feel valued.
This is soft power in commerce, less about shouting the lowest price and more about cultivating pride, belonging and reciprocity.
Black Friday has grown up. It is no longer just a shopping spree; it has become a cultural moment that shapes how Australians think, plan and prioritise.
Where hype once drove action, habit and design now decide success.
Where price once led, personalisation and perception now win.
And as our forecasts continue to hold true, from predicting record growth to anticipating the slowdown before it happened, the future belongs to retailers that understand why people buy, not just when.
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