Australians really splashed out during this past Black Friday, with consumer spending reportedly reaching $23.8 billion – which is 19.5 per cent higher than a typical fortnight. The latest figures come from CommBank iQ, which combines data from one of Australia’s largest banks with over 20 years of analytics expertise to help organizations “unlock greater value” through data insights and artificial intelligence.
The analysis shared by CommBank, using de-identified transactions from approximately “7 million Australians, shows the event is now firmly entrenched as a multi-week shopping phenomenon, with sales rising 5.1 per cent year-on-year in the week prior and rebounding 4.1 per cent in the week itself.”
The day itself remains “relevant and out-performed last year, up 5.8 per cent year-on-year.”
Nearly all the spending growth came from online shopping, which “surged 9.3 per cent year-on-year, while in-store spending remained flat, signaling a decisive shift toward digital retail.”
Digital-first and value-led retailers dominated, “with marketplaces up 7.3 per cent, apparel up 5.3 per cent and household goods up 3.2 per cent.”
Department stores fell “-0.5 per cent and discount department stores were down -1.8 per cent.”
Makenna Ralston, CEO, CommBank iQ said:
“Black Friday has evolved beyond a focus on goods to encompass a broader spectrum of experiences. The strong uplift in travel and discretionary items like dining and entertainment indicates Australians are increasingly using the event as an opportunity to plan and invest in holidays and leisure activities, not just make traditional retail purchases.”
Travel spending hit “$2.2 billion, up 8.4 per cent, while discretionary services surged 8 per cent to $3.7 billion.”
Metro shoppers led the charge, with growth of “4.8 per cent compared to 3.9 per cent in regional areas.”
Western Australia was the standout state, “up 6.9 per cent, while New South Wales remained the biggest spender at $7.3 billion.”
Generational trends showed “growth at the edges, with 18 to 29-year-olds up 5.9 per cent and those aged 70-plus up 8.5 per cent, while 30 to 49-year-olds remained the spending core, contributing more than $9.5 billion.”
This year’s Black Friday performance seemingly reinforces “a structural shift” in Australian consumer behavior.
With digital channels driving almost “all incremental growth, the data underscores the need for retailers to adapt operating models, pricing strategies and promotional planning to align with how customers are choosing to shop.”
Ralston said there is a widening gap between retailers “who are using data to respond to changing consumer expectations and those who are not.”
Ralston added:
“Retailers that are tracking behavioral trends in real time are the ones best positioned to win during peak events like Black Friday. The shift online is accelerating, and customers are becoming more value-driven and experience-oriented. Retailers need to understand these nuances so they can refine their channel mix, tailor their promotions and deliver the convenience and relevance shoppers now expect.”
CommBank iQ’s granular spending insights give retailers “visibility into these shifts, enabling more accurate forecasting and more effective investment in customer acquisition, loyalty and fulfilment.”
As retailers start planning for 2026, leveraging more advanced transaction-level intelligence becomes critical to effectively “capturing demand in an increasingly compressed and competitive peak trading environment.”