New research shows that 60 per cent of Australians will shop at a bricks and mortar store this Black Friday.
Traditionally seen as an online event, Dean Vocisano, country manager Australia at ShopFully, says it’s unsurprising Australians are wanting to get back in store with lockdown restrictions further lifting across the nation.
“Almost two thirds (64 per cent) are planning to use Black Friday as an opportunity to purchase early Christmas gifts for their family and loved ones,” he says.
“In spite of this, what we’re seeing is that while shopping in store is preferred for making an actual purchase, Australians are still researching for the best deals and discounts online, signalling an opportunity for retailers to showcase competitive price points and personalised offers.”
Indeed, the ShopFully analysis found that 78 per cent of shoppers would research items to be added to their cart for Black Friday prior to the big day―this in an increase of 10 percentage points (68 per cent) from standard shopper behaviours during non-sale periods.
This Black Friday, 45 per cent of shoppers will be looking to snap up products in the technology category (from mobile phones and tablets to gaming consoles), 36 per cent for fashion and accessories and 19 per cent for beauty products.
The analysis also found that shoppers looking to purchase technology products are willing to spend almost one and a half more ($431.9) than those who are interested in purchasing non-tech items ($303.5) such as fashion and beauty. Shoppers online are also inclined to spend an average of $375, compared to those shopping in store ($339.84)
“ShopFully provides consumers with relevant and geo-targeted promotions nearby, saving time and empowering them to make the most of their in-store experiences. We partner with more than 700 retailers and brands globally, meaning that Aussies can be confident they’re getting the best possible deals,” adds Vocisano.
