Aussie men to out-spend women in record $6.8b Black Friday splurge
Retailers are bracing for a $6.8b Black Friday bonanza as data reveals stark differences between male and female shopping habits.
Men are preparing to out-spend their female counterparts this week with Aussies expected to splurge a record $6.8 billion on Black Friday and Cyber Monday sales.
Figures released by the Australian Retail Association (ARA) shows men are expected to spend an average of $882 – $132 more on average than women – with two in three shoppers revealing they will be buying gifts and items for themselves.
The Roy Morgan survey showed Aussies are expected to spend four per cent more than last year over the four-day shopping weekend, providing local retailers with a much-needed boost across the crucial peak season trading period.
“These events have become important part of retail performance in the lead-up to Christmas,” the ARA’s Chief Industry Affairs Officer Fleur Brown told news.com.au.
“After a couple of subdued years, this peak trading period is vital for retailers – it’s when sales activity, customer traffic and consumer confidence all come together.
“The four-day sales event provides a vital boost to cashflow and helps sustain momentum through the most important weeks of the retail calendar,” Ms Brown said.
More than one in four men (27 per cent) revealed they would be shopping for themselves, with just 7 per cent saying they would be buying Christmas gifts for family and friends, while female shoppers were more evenly split between buying for themselves (16 per cent) and buying Christmas gifts (17 per cent).
More than two in three shoppers said they were motivated to buy because of low prices, while 38 per cent believed they were getting deals, while one in four said it is when they do their Christmas shopping.
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Ms Brown said men are more likely to buy for themselves and less motivated by bargain-hunting, which naturally lifts their average transaction size – “often in higher-value categories like technology, hardware and premium accessories”.
“By contrast, more women are taking part overall and are more focused on Christmas gifting, where budgets tend to be more disciplined and price-sensitive,” Ms Brown said.
Research conducted by ING Bank found while less people said they will be out shopping this year, those who are planned on spending more.
It found younger generations are leading the charge, with almost four in five Gen Zs (those born between 1997 and 2012) preparing to hit the sales, followed by 66 per cent of their Millennial counterparts, two in five Gen Xers, and just 16 per cent of Boomers.
ING’s head of consumer and market insights Matt Bowen said that “’always-on’ deal-hunting mindset is showing up everywhere – from Reddit threads and OzBargain deals to brand emails, tips from family and friends, and even newer tools like AI assistants and social media influencers.”
“If Gen Z and Millennials are the ones talking about the cost of living crisis more acutely, that could be what is making them sharper deal-hunters since they’re not just talking about affordability, but are in fact actively seeking out ways to stretch their dollar further,” Mr Bowen said.
“What we’re seeing is a shift towards more intentional spending.
“Our research found Aussies who are taking part in Black Friday this year are making bigger purchases like homewares and furniture, stocking up on household essentials or even investing in items for their kids and work,” he said.
“It seems to be less about impulse buying, and more about getting real value.
“It seems Aussies might be getting smarter about when and how they spend, and that’s reflected in the bigger baskets, even as overall participation dips.”
While most shoppers will head online in search of a deal, Ms Brown said the majority of purchases are still made in store.
“Australians value the immediacy, the certainty, and the personal connection that comes with shopping in person,” she said.
“Online channels are an essential part of the mix, and are often used to research, plan and influence purchases. But physical stores remain the heartbeat of Australian retail – particularly during gift-buying season when service, experience and trust really matter.”
She said her best advice is to “set a budget, make a list, and check prices across a few trusted retailers before you buy”.
“Look for reputable local or established online stores and consider more than just the sticker price – product quality, warranty, returns and delivery time all matter,” she said.
“Ultra-cheap overseas platforms can be tempting, but consumers should be mindful of potential risks such as fake or unsafe products, long shipping delays, and a lack of local consumer protections. Supporting legitimate retailers helps safeguard Australian jobs and ensures a better shopping experience overall.”
Similarly, Mr Bowen said his best advice for those planning to indulge in Black Friday sales is to “definitely shop with a plan”.
“Make a solid wish list – or even a reverse shopping list, where you make a list of things you definitely don’t need so you know what to avoid when browsing the sales,” he said.
“Also try and stack your savings where you can, by checking if your banking app offers cash back perks which could make your discounts go even further.”
Originally published as Aussie men to out-spend women in record $6.8b Black Friday splurge
