Australians plan to spend more this Black Friday / Cyber Monday (BFCM), but they’re making retailers work harder for every dollar, according to a new report.

Shopify’s 2026 Holiday Retail Report, based on a survey of 2000 Australian consumers and 500 Australian businesses, shows what’s shaping decisions this peak season.

The report finds that Australians plan to spend an average $346 over the BFCM weekend, up from $324 in 2025. This is contrasts with global trends, where planned spend has fallen.

“This holiday season, shoppers are increasing their budget compared to last year, but a much higher bar for what earns it,” the report says. “They’re researching more deeply, using AI to widen their options, and waiting until they find the specific product they truly want before main g the purchase”

Key findings

Shoppers are being more selective with their purchases. 54% say economic conditions have negatively affected their plans, and 85% would rather wait for the right product than settle for the easiest option, above the 79% global average.

When it comes to value – quality is key. 57% define good value as getting higher quality than expected for the price.

The report also found AI is shaping discovery, with 62% expect to use AI for at least one holiday shopping task. However, consumers are prioritising letting AI advise, not buy for them. 51% of shoppers said they are comfortable letting AI recommend which product is right for them and 41 per cent are comfortable letting AI build their cart. Only 29% trust it to complete a purchase.

Explore the full findings, including global insights from nine markets, on the Shopify Holiday Retail hub.