New analysis from ShopFully, the leading digital platform connecting shoppers with retailers, reveals 60 percent of Aussies are planning on visiting a brick and mortar store to make their Black Friday purchases, despite traditionally being seen as an online sale event in Australia and overseas.
The analysis, which surveyed 1,000 Aussies in October 2020, showed the following state-by-state breakdown of shoppers planning in shopping in store:
“It’s unsurprising Australians are wanting to get back in store with lockdown restrictions further lifting across the nation with almost two thirds (64 percent) planning to use Black Friday as an opportunity to purchase early Christmas gifts for their family and loved ones. 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.” comments Dean Vocisano, Country Manager Australia at ShopFully.
In fact, ShopFully found 78 percent 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 percent) from standard shopper behaviours during non-sale periods.
This Black Friday, 45 percent of shoppers will be looking to snap up products in the technology category (from mobile phones and tablets to gaming consoles), 36 percent for fashion and accessories and 19 percent for beauty products. Interestingly, Queenslanders are sitting above the national average when it comes to shopping in the technology (52 percent) and beauty (22 percent) categories, respectively.
The analysis also found that shoppers looking to purchase technology products are willing to spend almost one and a half more (AUD$431.9) than those who are interested in purchasing non-tech items (AUD$303.5) such as fashion and beauty. Shoppers online are also inclined to spend an average of AUD$375, compared to those shopping in store (AUD$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.