November has become a big sales month in Australia, with some serious savings to be had just in time for Christmas.
Finder's recent survey of 1,003 Australians reveals that 71% – equivalent to 13.8 million Australians – plan on shopping this Black Friday and Cyber Monday.
The research shows Aussies will spend $3.9 billion in November on a variety of products including clothes, beauty, gadgets and travel.
What are we spending on?
Aussies will be spending the most on travel, forking out on average $130. Surprisingly, this is followed by food and alcohol where Aussies are set to spend $127.
|2||Food & alcohol||$127|
|3||Clothing & shoes||$93|
|7||Manchester and homewares||$30|
|8||Beauty & makeup||$27|
Gen X are the most responsible consumers, spending less than other generations across all product areas.
In comparison, Gen Z are spending the most across every category, particularly splurging on travel, clothes, shoes, and food and alcohol.
Spending on the up
Finder analysis of ABS data also shows that there has been a dramatic increase in retail spend during November over the last 10 years – a jump of 42%.
Which country has the most Black Friday shoppers?
Black Friday is synonymous with hoards of Americans busting through the front doors of stores across the country. But as far as the Internet is concerned, the US is no longer the top spot for Black Friday shoppers.
Brazil is the country with the highest search interest in Black Friday, according to an analysis of historical search data from SEMrush. Interest in the shopping holiday peaked in November 2018, jumping 83% from the previous year, and remains at the same level as at October 2019.
The US doesn't place silver either: that post is taken by France. France is also among the biggest climbers in terms of interest in the shopping period, with search volume jumping 306.76% between November 2017 and November 2018. Since 2018, interest in the retail holiday has grown a further 49.5% as at October 2019.
The US doesn't even get the bronze on its own, sharing the podium with Germany. While France and the US had the same search volume in November 2018, it's the difference in this year's October search volume that separates the two. The US saw its search volume grow by 22.26% from November 2018 to October 2019, versus a 49.5% growth for France over the same period.
Interestingly, this is not the first time search volume in the US has hit peak levels. Interest was last this high back in November 2013. Since then, interest in Black Friday has waned.
On the other hand, interest in Black Friday from German shoppers is at an all-time high, with search volume increasing 49.59% between November 2018 and October 2019.
Australia ranked equal 17th overall for Black Friday search volume. Search volume has increased 22% from November last year to October 2019 and 309% since 2014.
Want to know how Australia stacks up? View the top 20 countries searching for Black Friday in our map below:
Which are the most popular retailers in the world?
It may come as no surprise that the most popular place to score a Black Friday deal is Walmart; the retail giant is by far the most commonly searched retailer across the 20 countries we analysed. In fact, people are 43.69% more likely to search for a Black Friday deal from Walmart than with the second most common retailer.
Amazon puts up a good fight, coming in as the second most popular retailer in the world to search for a Black Friday deal, with Best Buy coming in third.
10 most commonly searched retailers for Black Friday worldwide
Most popular product categories targeted on Black Friday
With retailers like Walmart, Best Buy and Media Markt topping the list for the most popular places to score a Black Friday bargain, is it any wonder that tech and electronics is the number one type of deal people are searching for?
As far as generic terms go, people are most interested in finding discounted TVs, laptops and phones. Outside of tech products, general fashion and home improvement products are also popular.
Most popular brands searched for Black Friday
Tech products topped the list in large part because people are most fervently searching for popular devices, including Nintendo, PlayStation and Apple.
How has interest in Black Friday changed over time?
Interest in Black Friday has steadily increased for as long as the Internet has been around. Unfortunately, data from SEMrush doesn't go back that far. Luckily, we have Google for that.
Looking at historical Google Trends data, which goes as far back as 2004, we can see online interest in the term itself peaked in November 2018.
How does this look in Australia?
One of the coolest parts about Google Trends is that you can get into the weeds of a topic to break down just where people were looking for Black Friday deals. In Australia, historically the Northern Territory has had the highest search volume.
Trending up! What people are searching for on Black Friday 2019
There's no time like the present and no one that knows the present (or past or quite possibly future for that matter) like the omnipotent Google. Below is what people are searching for right now for Black Friday 2019.
What's the most popular search in Australia for Black Friday in 2019?
Want a closer look? This is what those results look like in Australia in 2019.
What is Black Friday?
Black Friday is one of the busiest retail holidays, falling on the Friday following Thanksgiving. This year, Black Friday is 29 November 2019.
Black Friday past, present and future
|2014||November 27, 2014||November 28, 2014|
|2015||November 26, 2015||November 27, 2015|
|2016||November 24, 2016||November 25, 2016|
|2017||November 23, 2017||November 24, 2017|
|2018||November 22, 2018||November 23, 2018|
|2019||November 28, 2019||November 29, 2019|
|2020||November 26, 2020||November 27, 2020|
|2021||November 25, 2021||November 26, 2021|
|2022||November 24, 2022||November 25, 2022|
|2023||November 23, 2023||November 24, 2023|
|2024||November 28, 2024||November 29, 2024|
How did it start? How much has it grown in popularity?
The Black Friday shopping event has its roots in Philadelphia, where police officers used it derogatorily to describe the chaotic shopping day that follows Thanksgiving, which was typically marred by crowds and shoplifters, according to History.com.
It wasn't until the late 1980s that Black Friday found mainstream popularity as a day for the general public to find a good deal. While overall sales are up for Black Friday by and large, its popularity has dipped over the last few years, with retailers reporting drops in physical sales.
Online retailers are the big winners on Black Friday, resulting in the syphoning off of a subsequent sale day for online shopping called Cyber Monday, which happens the Monday following Black Friday.
Cyber Monday past, present and future
|2014||November 28, 2014||December 1, 2014|
|2015||November 27, 2015||November 30, 2015|
|2016||November 25, 2016||November 28, 2016|
|2017||November 24, 2017||November 27, 2017|
|2018||November 23, 2018||November 26, 2018|
|2019||November 29, 2019||December 2, 2019|
|2020||November 27, 2020||November 30, 2020|
|2021||November 26, 2021||November 29, 2021|
|2022||November 25, 2022||November 28, 2022|
|2023||November 24, 2023||November 27, 2023|
|2024||November 29, 2024||December 2, 2024|
What are the other big shopping days?
Search data: We used SEMrush to identify the top 20 countries and historical trends. We used AHREFs to identify the current top 1,000 kws for each country in the top 20. Popular retailers, shopping categories and specific products were analysed in English. Throughout analysis assumptions were made about search intent. For example, search volume for 'Mediamarkt' was assumed to be for 'Media Markt' .
Survey data: Survey results are from a nationally representative survey of 1,003 Australian adults.