News Australia has announced a free live masterclass to help small and medium businesses maximise sales during Black Friday and Cyber Monday.

Taking place five weeks ahead of peak trading this Wednesday (21 October), the 45-minute ‘In Session: Retail’ webinar is expected to translate the latest consumer intelligence into an actionable strategy enabling local retailers to “plan smarter and spend efficiently”. 

News Australia National Head of Retail Gerard Richardson says Black Friday is no longer just a discount event but the best opportunity to connect with shoppers who are ready to buy.

“With 84% of [surveyed] Black Friday consumers holding off on purchases until the sales start, small-medium business owners need a clear, practical roadmap so they can plan ahead, spend wisely and capture their share of peak trading spend [The Growth Distillery Lighthouse Consumer Sentiment Tracker, August 2026],” he says.

To help retailers navigate these shifting habits, The Growth Distillery Head of Growth Intelligence Bethan Hockey will share exclusive behavioural research on how Australians are planning to spend this season.

“Our research shows that consumers aren’t necessarily looking for deeper price cuts: they want less friction,” says Ms Hockey.

“High-value shoppers are often willing to wait for the right deal, so understanding when they’re actively considering a purchase and what gives them permission to buy allows retailers to focus their effort where it actually counts.” 

Also joining the session, The Trade Desk Director Matt Proud will outline why channel optimisation, premium content environments and strategic timing are key to reaching active shoppers in the weeks leading up to the sales. 

Rounding out the speakers, News Australia General Manager of eCommerce Sophie Miura will share insights and real-world results from news.com.au Checkout, Australia’s “top destination” for vetted Black Friday deals, to show what is converting in shoppable content.

Register for the free masterclass on 21 October here.