{"id":183185,"date":"2023-11-22T18:17:37","date_gmt":"2023-11-22T18:17:37","guid":{"rendered":"https:\/\/www.similarweb.com\/blog\/?p=183185"},"modified":"2024-05-15T11:43:59","modified_gmt":"2024-05-15T11:43:59","slug":"black-friday-au","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/black-friday-au\/","title":{"rendered":"In Australia&#8217;s Cost-of-Living Crunch, Black Friday Becomes Santa&#8217;s New Workshop"},"content":{"rendered":"<p>No one is immune to cost-of-living pressures, not even Santa Claus.\u00a0<strong style=\"font-weight: normal;\">\u00a0<\/strong><\/p>\n<p>In a previous post, we explored how tightening economic conditions in Australia were causing consumers to close their wallets, but with Christmas on the horizon, a new eCommerce trend has emerged.<\/p>\n<p>Rather than cancel Christmas, our analysis shows shoppers are becoming more savvy. Increasingly, Australian consumers are taking full advantage of the bargains available in the lead up to Christmas \u2013 most notably during Black Friday.<\/p>\n<p>Key takeaways<\/p>\n<ul>\n<li>Online searches for sales-related keywords almost tripled in October.<\/li>\n<li>Analysis of search engine queries for Australia&#8217;s major sales events shows Black Friday has been front-of-mind for shoppers since July.<\/li>\n<li>Despite its growing popularity, many Australians are still getting acquainted with Black Friday.<\/li>\n<li>An ice cream maker may be this year\u2019s most popular item.<\/li>\n<\/ul>\n<h2>Bargain hunting goes ballistic<\/h2>\n<p>When combining the seven largest events (Amazon Prime Day, AfterPay Day, EOFY, Click Frenzy, Boxing Day, Cyber Monday, and Black Friday), searches began spiking in May with a 223% surge in sales-related queries.<\/p>\n<p>While this initial spike in activity was likely buoyed by the tax-time specials on offer during EOFY sales, there have consistently been more than 340,000 sales searches every month since.<\/p>\n<p>Last month, however, this activity went into overdrive with almost 1 million individual sales event searches &#8211; driven largely by interest in November\u2019s Black Friday sales.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-183181 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_1.png\" alt=\"msv trends for retail sales events 2023\" width=\"1600\" height=\"616\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_1.png 1600w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_1-300x116.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_1-1024x394.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_1-768x296.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_1-1536x591.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_1-512x197.png 512w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/> <img decoding=\"async\" class=\"alignnone wp-image-183182 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_2.png\" alt=\"retail brands logos\" width=\"813\" height=\"88\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_2.png 813w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_2-300x32.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_2-768x83.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_2-512x55.png 512w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_2-808x88.png 808w\" sizes=\"(max-width: 813px) 100vw, 813px\" \/><\/p>\n<p><em>In 2023, Aussies were highly interested in retail events\u2014searches surged by 223% in May and a solid 190% in October, signaling an early start to holiday shopping &amp; increased anticipation for upcoming events.<\/em><\/p>\n<h2>Black Friday has been on shoppers\u2019 radars since May<\/h2>\n<p>In comparison, Boxing Day sales see relatively little interest. Our assumption here is that because Boxing Day is <em>after <\/em>Christmas Day, it is held too late to feature in Santa\u2019s shopping plans.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-183183 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_3.png\" alt=\"Search share by events\" width=\"1045\" height=\"448\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_3.png 1045w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_3-300x129.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_3-1024x439.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_3-768x329.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_3-512x219.png 512w\" sizes=\"(max-width: 1045px) 100vw, 1045px\" \/><\/p>\n<p><em>Black Friday consistently gains traction, surpassing other key retail events in terms of <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/share-of-voice\/\">share of voice<\/a>. This trend underscores its widespread popularity and suggests a growing anticipation that has been evident since May.<\/em><\/p>\n<p>When we dug deeper into the search terms around Black Friday, we found the nascent nature of the event means Australian consumers are still coming to grips with its logistics.<\/p>\n<p>Unlike Boxing Day, which is tied to December 26 every year, Black Friday\u2019s date shifts each year. As a result, some of the leading searches were around general information like \u201cwhen is black friday\u201d, \u201cblack friday date\u201d, and \u201cwhen are black friday sales.\u201d<\/p>\n<p>Marketers can leverage this information to tailor their promotional strategies, enhance online visibility, and optimize their websites for these key terms.<\/p>\n<p>But one search term that kept appearing took us by surprise.<\/p>\n<h2>I scream, you scream, we all scream for ice cream.<\/h2>\n<h3>Top\u00a0 &amp; Trending Product Searches (Oct 23) Consumer Electronics &amp; Home Appliances Category<\/h3>\n<div>\n<table>\n<tbody>\n<tr>\n<td><strong>Top Product Searches<\/strong><\/td>\n<td><strong>Search Traffic<\/strong><\/td>\n<td><strong>Trending Product Searches<\/strong><\/td>\n<td><strong>Search Traffic<\/strong><\/td>\n<td><strong>Traffic Change YoY<\/strong><\/td>\n<td><strong>New Product Searches<\/strong><\/td>\n<td><strong>Search Traffic<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong>ps5<\/strong><\/td>\n<td><strong>38,863<\/strong><\/td>\n<td><strong>ninja creami<\/strong><\/td>\n<td><strong>11,084<\/strong><\/td>\n<td><strong>4499%<\/strong><\/td>\n<td><strong>iphone 15 pro max<\/strong><\/td>\n<td><strong>14,828<\/strong><\/td>\n<\/tr>\n<tr>\n<td>fridge<\/td>\n<td>27,175<\/td>\n<td>kindle<\/td>\n<td>17,942<\/td>\n<td>338%<\/td>\n<td>iphone 15 pro<\/td>\n<td>10,732<\/td>\n<\/tr>\n<tr>\n<td>washing machine<\/td>\n<td>27,073<\/td>\n<td>portable air conditioner<\/td>\n<td>17,604<\/td>\n<td>119%<\/td>\n<td>pixel 8 pro<\/td>\n<td>9,030<\/td>\n<\/tr>\n<tr>\n<td>iphone 14 pro<\/td>\n<td>23,691<\/td>\n<td>bar fridge<\/td>\n<td>10,741<\/td>\n<td>98%<\/td>\n<td>s23 ultra<\/td>\n<td>5,166<\/td>\n<\/tr>\n<tr>\n<td>air purifier<\/td>\n<td>20,196<\/td>\n<td>rice cooker<\/td>\n<td>10,194<\/td>\n<td>97%<\/td>\n<td>pixel 8<\/td>\n<td>4,992<\/td>\n<\/tr>\n<tr>\n<td>iphone 14 pro max<\/td>\n<td>19,758<\/td>\n<td>gaming chair<\/td>\n<td>8,067<\/td>\n<td>74%<\/td>\n<td>sony wf-1000xm5<\/td>\n<td>4,937<\/td>\n<\/tr>\n<tr>\n<td>kindle<\/td>\n<td>17,942<\/td>\n<td>air purifier<\/td>\n<td>20,196<\/td>\n<td>32%<\/td>\n<td>samsung s95c<\/td>\n<td>4,051<\/td>\n<\/tr>\n<tr>\n<td>portable air conditioner<\/td>\n<td>17,604<\/td>\n<td>iphone 14 pro<\/td>\n<td>23,691<\/td>\n<td>16%<\/td>\n<td>spider man 2 ps5<\/td>\n<td>3,272<\/td>\n<\/tr>\n<tr>\n<td>microwave<\/td>\n<td>16,381<\/td>\n<td>coffee machine<\/td>\n<td>15,095<\/td>\n<td>13%<\/td>\n<td>galaxy watch 6<\/td>\n<td>2,374<\/td>\n<\/tr>\n<tr>\n<td>coffee machine<\/td>\n<td>15,095<\/td>\n<td>massage gun<\/td>\n<td>9,441<\/td>\n<td>3%<\/td>\n<td>dji mini 4 pro<\/td>\n<td>2,278<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p><img decoding=\"async\" class=\"alignnone wp-image-183184 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_4.png\" alt=\"Ninja review\" width=\"422\" height=\"820\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_4.png 422w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_4-154x300.png 154w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/11\/black_friday_au_4-263x512.png 263w\" sizes=\"(max-width: 422px) 100vw, 422px\" \/><\/p>\n<p>With a 4,500% surge in searches, the Ninja Cream ice cream maker seems to be at the top of many shoppers\u2019 wish lists.<\/p>\n<p>Typically for appliances like these, it is rare to see a specific brand feature so highly \u2013 we\u2019d expect to find the generic term \u2018ice cream maker\u2019 as we see in this data with \u2018coffee machine\u2019, \u2018microwave\u2019, and \u2018rice cooker.\u2019<\/p>\n<p>So why has this particular product seen almost 4500% growth?<\/p>\n<p>TikTok.<\/p>\n<p>There is a TikTok trend that has featured prominently in feeds over the past few months of influencers sharing their Ninja Creami recipes. From ice cream and gelato, to smoothies and protein bowls, videos of people using this appliance are seeing massive engagement.<\/p>\n<p>When it comes to the perfect gift this Christmas, it seems you can\u2019t go wrong with \u2018infinite ice cream\u2019.<\/p>\n<p><em>The Similarweb Insights &amp; Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to <a href=\"mailto:press@similarweb.com\" target=\"_blank\" rel=\"noopener\">press@similarweb.com<\/a>). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or <a href=\"https:\/\/www.similarweb.com\/blog\/insights\/\">similarweb.com\/blog\/insights\/<\/a>.<\/em><\/p>\n<p><a href=\"https:\/\/support.similarweb.com\/hc\/en-us\/articles\/360001631538-Similarweb-Data-Methodology\"><strong>Methodology<\/strong><\/a><\/p>\n<p><strong>Disclaimer: All names, brands, trademarks, and registered trademarks are the property of their respective owners.<\/strong> The data, reports, and other materials provided or made available by Similarweb consist of or include estimated metrics and digital insights generated by Similarweb using its proprietary algorithms, based on information collected by Similarweb from multiple sources using its advanced data methodologies. Similarweb shall not be responsible for the accuracy of such data, reports, and materials and shall have no liability for any decision by any third party based in whole or in part on such data, reports, and materials.<\/p>\n<p><em>Image by <a href=\"https:\/\/pixabay.com\/users\/qimono-1962238\/?utm_source=link-attribution&amp;utm_medium=referral&amp;utm_campaign=image&amp;utm_content=1712547\" rel=\"noindex, nofollow\">Arek Socha<\/a> from <a href=\"https:\/\/pixabay.com\/\/?utm_source=link-attribution&amp;utm_medium=referral&amp;utm_campaign=image&amp;utm_content=1712547\" rel=\"noindex, nofollow\">Pixabay<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>No one is immune to cost-of-living pressures, not even Santa Claus.\u00a0\u00a0 In a previous post, we explored how tightening economic conditions in Australia were causing consumers to close their wallets, but with Christmas on the horizon, a new eCommerce trend has emerged. Rather than cancel Christmas, our analysis shows shoppers are becoming more savvy. Increasingly, [&hellip;]<\/p>\n","protected":false},"author":214,"featured_media":183186,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[8272,7892],"tags":[],"class_list":["post-183185","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-news","category-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>In Australia&#039;s Cost-of-Living Crunch, Black Friday Becomes Santa&#039;s New Workshop | Similarweb<\/title>\n<meta name=\"description\" content=\"Increasingly, Australian consumers are exploiting the bargains available in the lead up to Christmas \u2013 most notably during Black Friday.\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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