The idea distilled…
Right now, millions of Australians are not buying something. They can afford it and they want it. They’re holding off on purpose, because they know exactly when they will buy it: the last Friday in November.
This report introduces you to that shopper, using the latest data from us at The Growth Distillery. In three words: they’re waiting, they’re willing and they’re wanting. Whether you run one store or a national chain, this is the most valuable customer you’ll meet all year.
01. WAITING
The quietest October is building the loudest November, and your November sale and Christmas plan are now one collective focus.
Of Black Friday shoppers are actively delaying purchases they need right now, and half of them are delaying by a lot.
Of women who plan to shop Black Friday are holding their Christmas and gift shopping for the sales. It’s their #1 delayed category.
Five moves for this Black Friday
- Get on the list before November: They know what they want, be in the running in October and make your deals easy to find.
- Run November and Christmas as one plan: One budget, gift-ready messaging, and returns that last past Christmas.
- Sell up, not just down: A comfortable, aspirational shopper. Bundles, premium ranges and value-adds can beat a deeper discount.
- Win on certainty: In stock, clear or free delivery, there before Christmas. Online, stock-outs cost more sales than price.
- Be the answer they find: 77% use AI. Make prices, stock and delivery clear and consistent everywhere they look.
