Black Friday has surpassed Boxing Day as Australia’s biggest annual sales event in recent years. The official date for Black Friday in 2025 is 28 November, but sales are already well and truly underway, shaping shopper habits in this popular period.

Fewer shoppers, bigger baskets

Aussies are tipped to spend $12.7 billion on Black Friday sales in 2025, a year-on-year increase of $55 million.

New research commissioned by ING reveals this climb to come despite a dip in consumer participation. Just under half of Australians (47%) say they’ll shop the Black Friday sales this year, down 9% from 2024. This marks a return to participation levels last seen in 2022, suggesting that the feverish hype around the sales may be cooling.

“Our research suggests fewer Aussies might be gearing up for Black Friday this year, but those who are diving in seem to be doing it with purpose,” said ING’s Head of Consumer and Market Insights, Matt Bowen.

“The drop in participation could point to a bigger trend – people are getting smarter about finding value all year round, not just waiting for seasonal sales. That ‘always-on’ deal-hunting mindset is showing up everywhere – from Reddit threads and OzBargain deals to brand emails, tips from family and friends, and even newer tools like AI assistants and social media influencers.”

ING’s research found younger Australians are driving Black Friday spend, with 79% of Gen Z and 66% of Millennials planning to shop the sales, compared to just 40% of Gen X and 16% of Baby Boomers.

• According to the findings, this year’s top-growing categories include:
• Homewares, kitchenware and furniture
• Clothing
• Essential household items (e.g. laundry detergent, toilet paper)
• Work-related gear
• Kids’ clothing

Buyer’s remorse

Over half of shoppers have regretted a purchase or had a negative experience during the Black Friday sales, according to consumer group CHOICE.

“While our research shows 72% of people who have purchased in a Black Friday sale say the event helps them save money on things they would have bought anyway, we also heard from shoppers who were left with buyer’s remorse,” said CHOICE journalist Liam Kennedy.

CHOICE research found: 

• 52% of shoppers said they spent more money than intended
• 48% of shoppers said they bought items they didn’t need
• 47% said the Black Friday marketing and promotions made them feel pressured to buy

“Retailers are doing every trick in the book to get people to make a purchase, and our research shows people are often left feeling pressured or disappointed,” said Mr Kennedy.

“Black Friday deals are rarely ‘the lowest price ever’, and with many deals on offer, it’s important to do your research before you buy so you grab a genuine bargain you don’t regret.”

Holiday scams surge

As Aussies get ready to splurge this Black Friday, a wave of scam activity is sweeping in, says cybersecurity leader Trend Micro.

Its research found more than one in three (35%) shoppers have already spotted fake deals across social media feeds and inboxes this holiday season, and close to 1 in 5 believe they have been the victim of an online scam this year related to shopping or booking travel.

With so many Australians shopping or booking travel online this Black Friday, fake deals, spoofed delivery alerts, and impersonated brands are flooding inboxes, messages and social feeds, says Trend Micro’s Director of Consumer Education Ashley Millar.

“Financial stress is accelerating risk. When budgets are tight, people act fast, and that’s when mistakes happen,” he said.

“It’s a reminder that urgency and emotion are powerful tools for scammers, and that even small lapses in caution can have costly consequences.”

With recent data from ACCC showing a 16% YoY increase in scam losses, with $259.5 million lost to scams between January and September 2025, it’s more crucial than ever that consumers remain vigilant in the face of rising scam activity.

Trend Micro’s survey of over 1,000 Australians found 26% of Australians are very or extremely concerned about being targeted by scammers this holiday season, while 31% are very or extremely concerned that a family member or someone close to them could be targeted.

Rising holiday shopping fatigue

Deloitte, PwC, and Accenture, have recently released reports on holiday shopping, highlighting record levels of cognitive stress and rising indecision as key features of the coming season.

Deloitte’s Holiday Retail Survey 2025 finds that 58% of consumers describe holiday shopping as stressful, while Accenture reports that 85% of online shoppers abandon their carts due to frustration or indecision. PwC’s Holiday Outlook 2025 shows that 84% expect to cut back spending.

Clinicians warn that, beyond budget tightening and economic instability, this is leading us to a global cognitive burnout.

“People aren’t just overwhelmed by buying. They are mentally strained by constant decision-making,” said Dr Hannah Nearney, clinical psychiatrist and UK Medical Director at Flow Neuroscience, a company that develops brain stimulation solutions for mental wellbeing. “When the brain gets overloaded like that, we quickly see stress ‘mode’ kicking in which can worsen other problems like anxiety and depression.”

While cognitive burnout is on the rise, one demographic of consumers seems to be resisting it more than others.

According to PwC’s report, Gen Z plans to reduce holiday spending by 23%, more than any other age group, while showing a growing interest in purchases related to wellness and mental health.

“Younger people are realising that mental energy is finite,” she said. “And this is great, to be honest. They’re beginning to view focus and calm as resources worth protecting.”

Dr Nearney says the answer to cognitive burnout this holiday season is not avoiding decisions, but practicing self-care.

“This can manifest in different forms, be it meditation, physical activity, ‘batch’ decision-making ahead of hitting the online deals, pacing your shopping to include breaks, taking screen breaks or considering incorporating brain stimulation into your routine.”