The National Retailers Association (NRA) is forecasting another record spend this Christmas, with breakthrough sales across both bricks-and-mortar and online retail. Shoppers are set to splurge an average of $54,347 per minute in online sales alone, with events such as Black Friday and Cyber Monday enticing Aussies with bargain prices. 

NRA CEO Dominique Lamb said the four-day spendathon highlights the growing trend of consumers moving their Christmas shopping to the earlier period of late-November than the traditional time of December.

“The four-day period from Black Friday to Cyber Monday is anticipated to be the biggest spree of the entire year for retail. The NRA is forecasting a massive $1.3 billion to be spent online over the upcoming four days”, Lamb said.

Black Friday kicks off on Friday 29 November. This event was traditionally an online sales event aligned to the US cultural celebration of Thanksgiving, but now it is evident that bricks-and-mortar retailers are using the opportunity to promote customer traffic in-store. Shopping centre marketing teams across the country are embracing the trend by supporting retailers and promoting the centre as a collective to mark the start of the most significant sales period in the annual calendar – Christmas.

Following the success of Black Friday sales in 2018, Vicinity Centre’s Chadstone – The Fashion Capital and its retailers will be reducing prices in a shopping frenzy with more than 300 exclusive offers.

“Black Friday is becoming increasingly popular in Australia and at Chadstone, with major retailers offering bargains on a wide range of products. As a result, we have seen attendance grow year on year, for the last three years,” Chadstone Director, Fiona Mackenzie.

Chadstone – The Fashion Capital

With more than 550 stores under the one roof, Chadstone is the destination for bargain hunting during what’s set to be the biggest shopping weekend yet.

“To ensure customers have the best experience, we have allocated 150 cleaners to help keep the centre tidy, over 100 more than normal. There will also be more than 45 traffic control officers assisting with parking on Black Friday weekend.” said Mackenzie.

For the first time in Australia, customers at The Glen will be given the technology to ‘control’ the music playing in the centre by using their smartphone. Customers will be able to sort through an extensive playlist of Christmas Carols plus regular songs and select their favourite. The ‘jukebox’ style technology will be in-centre from this Friday until Christmas Eve. The Glen will also be having a Santa’s Cocktail Party from 6.30pm – 8.30pm (over 18s only for alcohol).

The Glen, Victoria

Vicinity Centre’s Queens Plaza is collaborating between the Wintergarden, The Myer Centre and QueensPlaza to reinforce Brisbane CBD as the premier shopping destination for Black Friday.

At Northlands the centre will trade from 9am – 10pm and celebrate with exclusive retailer offers and activities throughout the day. This includes a mystery gift for customers shopping in centre between 4pm-8pm. Gifts range from $2-$200 supplied by a selection of retailers.

At GPT’s Highpoint Shopping Centre in Melbourne’s west, the centre is extending the event across two days from Friday 29 to Saturday 30 November. As well as discounts at more than 200 stores, the centre will unveil ‘The Vault’ – a rewards room unlocking more than $12,000 worth of prizes. Shoppers who spend more than $250 in centre (excluding supermarkets) can present their receipts to the teller for their chance to withdraw a Highpoint Gift Card or special retailer prize. Shoppers looking for a break can hang out at the STRIKE x Red Bull Bar and relax, sip on cocktails, play garden games and win prizes.

QICGRE’s Robina Town Centre’s Black Friday celebrations will see more than 120 retailers participating in the not-to-be-missed shopping event – with savings of up to 70% on offer, while the centre will be offering complimentary treats, massages, major giveaways and other festive freebies.

Customers can also take a break at the GIN’gle Bar for a complimentary Ink Gin Spritzer courtesy of the team at Husk Distillery and fuel up on free sweet treats while the DJ keeps the good times rolling with all the Christmas classics spinning throughout the weekend.

Free gin cocktails at Robin Town Centre’s Black Friday’s celebrations

For those who get a little carried away with the Black Friday sales, there will also be a convenient Shop, Drop & Lock It station, where customers can store their shopping in a complimentary locker for up to two hours, saving them a trip to the car. Robina Town Centre is also rewarding shoppers with more than $6,000 in prizes at its Shop, Pop & Win station – customers spend $80 or more in-centre on Friday 29 November for their chance to pop and win.

At Scentre Group’s Westfield Centres, the company has recognised Black Friday is a now a key moment on the Australian/New Zealand calendar and they are also seeing a significant increase in the number of retailers taking part each year with many of the retailers running their offers over four days (Friday through to Monday).

Westfield Bondi Junction is staying open until midnight and treating their Black Friday shoppers to a complimentary Espresso Martini Bar. Westfield Miranda is supplying Survival Kits to the first 100 customers that include exclusive retailer offers, gifts and samples. Miranda will also have a Rest and Refresh Bar in centre from 11am – 8pm where customers can enjoy a Black Friday themed lollipop or sip on a black organic soda. Westfield Woden will also be activating with a pop ip Chandon Lounge where customers can sit back, relax and enjoy some live music and food.

Westfield Miranda’s survival kits

AMP Capital’s Pacific Fair, Indooroopilly Shopping Centre and Brickworks will all have a sales weekend incorporating Black Friday. Customers who shop at Pacific Fair on Black Friday have the chance to win a luxury Furla Diva handbag valued at $929.

At Macquarie Centre customers have a chance to win a share of $3,000 by visiting participating stores on Black Friday with Gift Cards on offer on Black Friday.

Perth’s Garden City customers can take a break from shopping and relax in style at the Garden City Sip N’ Shop from 5pm–9 pm. All things black will be celebrated and customers can get a free Black Coffee to start the day.

Mirvac’s Greenwood Plaza is taking advantage of their huge office market in North Sydney and offering exclusive deals on their Greencard App including with any spend of $80 customers will get $20 off at participating retailers. There will be four hidden QR codes through the Greencard App to win a prize. A few Bubbles bar and DJ entertainment.

GPT’s Melbourne Central is inviting Melburnians to indulge in 100+ retailer promotions, a treasure hunt, free parking(saving customers up to $30) and ultimately, instant gratification through an In Real Life (IRL) shopping experience.

Black Friday has become one of the biggest sales days for retailers

“Foot traffic increases greatly surrounding Black Friday and the lead up to the holiday season. Customers are consciously preparing for the coming festive celebrations and gift giving on the horizon,” says Karla Mathieson, marketing manager at fashion house bul.

Vend insights show the cosmetic, homewares and men’s clothing categories received the highest uplift in sales in 2018, compared to 2017. The shift in popular Black Friday categories paints a picture of changing consumer habits, with shoppers today preferring a more unique and personal shopping experience.

“While Black Friday has traditionally been synonymous with large US retailers, we have observed that there has been a growing cultural shift towards shopping independently on Black Friday in Australia in recent years,” comments Dave Scheine, Vend Managing Director of APAC.

“Today, shoppers are placing a far greater emphasis on local high streets and retailers who offer bespoke products and unique in-store experiences. With campaigns such as Buy from the Bush in New South Wales, we’re seeing growing momentum and sentiment for supporting local retailers,” he said.

In line with the Vend research, CouriersPlease (CP) conducted an independent research report from data from a nationally representative panel of 1,021 Australians who shop online. The research has revealed that 66% of Aussies who have shopped Black Friday and Cyber Monday sales are increasing the volume of their orders each year, and 75% have said the sales are getting better.

CP spokesperson Jessica Ip said: “We have seen an 8-10% increase in parcel delivery volumes. As these global shopping events gain more traction locally, with more retailers offering better discounts and products both online and in-store, we expect these sales will grow from strength to strength each year.”

When comparing shoppers across the States, CP found that more WA residents (44%)  have shopped during Black Friday and Cyber Monday than those in any other State, while ACT sees the least amount of shoppers during these events, at 25%. Meanwhile, Victorian residents fall just under the national average, at 32%.

Dr Rebecca Dare, Managing Director, Australian Consumer & Retail Studies (ACRS) – Monash Business School said “Black Friday discounting is usually a race to the bottom in terms of profitability. Australian retailers have identified discounting as one of the biggest challenges they face in 2019. In conjunction with the trend in consumer preferences for online shopping, Black Friday’s manic discounting can be an unsavoury prospect for some retailers, despite the boost to sales.”

“Rather than applying the strategy of a straightforward discount, Australian retailers should be considering more inventive ways of spicing up their offerings. Emphasising the spirit of competition felt by many consumers while deal hunting can be one way to elevate the Black Friday experience”, she said.