Intended retail and consumer participation in Black Friday & Cyber Monday up more than 20%, as gadgets and travel top shopping lists
According to Nielsen research, 70% of Australian shoppers plan to participate in Black Friday/Cyber Monday in the coming days, up 22% on the year before.
Australians have embraced the retail event so eagerly, that 1 in 3 shoppers claim they’ve been planning for the event since September/October, and 24% say they’ve been thinking about what they’ll buy for the last couple of weeks, as excitement around sales, discounts and deals enters fever pitch.
While Christmas shopping continues to be all about giving, the opposite is true for Black Friday/Cyber Monday, with 81% of shoppers aiming to snag a bargain for themselves during the discount period this year.
Electronics top their shopping lists, with 63% planning to purchase a new gadget this Black Friday/Cyber Monday, with an average intended spend of $388.
While many Aussie shoppers are keen to get their hands on a bargain gadget, they’re also eager to get away. Almost 40% of shoppers say they’ll be on the hunt for a travel bargain over the next few days, looking to spend around $720 on average.
More than half plan to do a mix of in-store and online shopping (52%), while 19% plan to do all their bargain shopping in-store, compared to 29% of shoppers who say they’ll only shop online.
The jump in intended Black Friday/Cyber Monday consumer participation is mirrored by retailers, with intended retailer participation also up from 52% to 70% since last year.
Associate Director, Marketing & Communications, Pacific, Nielsen
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