Black Friday Australia Market Data Report 2026 for Retail Discount Intelligence

Introduction

Black Friday 2026 in Australia falls on Friday 27 November, with Cyber Monday on 30 November. Most major retailers are expected to start sales from around Monday 23 November (Source: Mozo). Based on recent years, expect record-level spend, average online discounts in the low-to-mid 20% range, and closer ACCC checks on "was/now" claims.

This report is a preview. Black Friday has not happened yet, so it contains no live 2026 price data. Every figure below comes from a published source and is labelled as either a past result or "Estimate / forecast based on <sources>". Where no source publishes a number, we leave a placeholder for Actowiz tracked data.

The report is written for pricing, trading and brand teams that sell through Amazon.com.au, JB Hi-Fi, The Good Guys, Harvey Norman, Myer, David Jones, THE ICONIC, Kmart, Target, Big W, eBay AU, and grocers Coles and Woolworths. It sets out what the data says so far, how discounts may vary by category, and what to track during the sale.

How has Black Friday in Australia grown from 2022 to 2025?

Black Friday in Australia has grown each year in published forecasts. The Australian Retailers Association (ARA) and Roy Morgan forecast four-day Black Friday to Cyber Monday spend at $6.2 billion in 2022, rising to $6.8 billion in 2025. Bank card data for 2025 shows $23.8 billion spent over the wider two-week Black Friday period.

These are two different measures, so they should not be compared directly. The ARA and Roy Morgan figure is a pre-event forecast for the four-day weekend, based on a consumer survey. The CommBank iQ figure is an after-the-event total for a two-week window, based on de-identified transactions of about 7 million customers, and it covers all spending, including travel and services (Source: CommBank).

There is also a gap in the growth numbers. The ARA said the 2025 forecast of $6.8 billion was a 4% rise "on last year", yet its 2024 forecast was $6.7 billion, which would imply growth closer to 1.5%. The ARA did not publish its 2024 base in the 2025 release, so we show both figures and flag the range.

Sources: ARA 2022 and 2023 releases; Roy Morgan 2024 and 2025 releases; CommBank iQ; Salesforce; Finder (full URLs in Sources).

Building a Structured View of Australia's Black Friday Retailers

Australia's Black Friday is led by electronics chains, department stores, discount department stores, fashion and the major marketplaces. ShopBack lists JB Hi-Fi, The Good Guys and Big W pages for 2026, and names Harvey Norman, Amazon Australia, Officeworks, Kmart, Myer and David Jones as other retailers with events (Source: ShopBack, 8 October 2026).

One change matters for anyone using older lists. Wesfarmers closed Catch.com.au, and the site stopped operating on 30 April 2025 (Source: Information Age / ACS). Some consumer guides still list Catch, so remove it from any 2026 tracking plan.

The CommBank data also shows where money moved in 2025. Marketplaces grew 7.3% year on year and apparel grew 5.3%, while department stores fell 0.5% and discount department stores fell 1.8% (Source: CommBank). That makes marketplace and fashion pricing especially worth watching in 2026.

What discounts should you expect by category?

Expected Black Friday 2026 discounts in Australia range from about 25% to 50% on featured electronics, fashion and toys, while the average online discount across all products was 23–25% in the last two years. These are estimates based on ShopBack editorial ranges and Salesforce data, not guarantees.

Salesforce reported an average Australian online discount of 25% for Cyber Week 2024 and 23% for Cyber Week 2025 (Source: Salesforce). Its 2025 release describes 23% as a 4-point increase on the previous year, which does not match its own 2024 figure, so treat the overall average as a 23–25% range.

Category ranges are harder to source. The only published Australian ranges we found are ShopBack's "typical discount" estimates, which the author describes as editorial estimates based on prior sale events, with no dataset or method stated (Source: ShopBack sales comparison). Use them as a planning guide only, and replace them with tracked data after the sale.

Shopper intent supports a focus on fashion and electronics. In Finder's October 2025 survey, 68% of planned Black Friday shoppers intended to buy clothes or shoes and 44% electronics or gadgets (Source: Finder).

Understanding Price Movements and Product Availability

Price movement during Black Friday is best judged against each product's own price history, not against the "was" price on the page. That means collecting prices from early November, so the sale price can be compared with what shoppers actually paid in the weeks before.

Two recent ACCC actions show why. In June 2026, JB Hi-Fi began refunding more than $250,000 to about 200 consumers after the ACCC raised concerns that 17 products were shown as discounted from a higher price that was never offered, offered only briefly, or offered long before the promotion. The ACCC said the "was" prices were largely due to system or human error (Source: ACCC, 11 June 2026). In September 2026, digiDirect paid $99,000 in penalties over strikethrough discount claims on electronics, an issue the ACCC first noticed during a Black Friday sweep (Source: ACCC, 21 September 2026).

Availability matters as much as price. A deep discount on a product that sells out in the first hour gives a very different picture from a modest discount that stays in stock all weekend. Tracking stock status at the same time as price lets teams separate real price pressure from short "doorbuster" offers.

Mapping ACCC Rules on Was/Now Pricing and Drip Pricing

The ACCC is the national regulator for misleading pricing in Australia. For Black Friday, it focuses on "was/now" and strikethrough prices, "up to X% off" claims, sitewide claims with hidden exclusions, fine print, and countdown timers that do not match the real sale length. Retailers should expect the same focus in 2026.

Before the 2025 sale, the ACCC put retailers on notice and said it would check these five areas (Source: ACCC, 10 November 2025). In April 2026 it reported that about half of 50 retailers it reviewed had made concerning claims, and that it had opened several investigations (Source: ACCC, 14 April 2026). Earlier, Michael Hill, MyHouse and Hairhouse each paid $19,800 over 2024 "sitewide" claims (Source: AAP via The Canberra Times).

Drip pricing rules are also tightening. The Competition and Consumer Amendment (Unfair Trading Practices) Act 2026 passed on 2 July 2026. It requires transaction-based charges to be shown next to the base price, and starts on 1 July 2027, so it will not apply to Black Friday 2026 (Source: Ashurst). Under current law, the ACCC says misleading conduct can lead to fines of up to $50 million if it goes to court (Source: AAP via The Canberra Times).

This section is general information, not legal advice.

Measuring Competitive Position Across Australian Digital Retail

Competitive position during Black Friday is measured by comparing the same products across retailers at the same time, then tracking how that position changes through the sale week. A price index, discount depth, stock share and promotion timing together show who is leading on price and who is following.

Online is growing faster than in-store. In the CommBank data, online spend rose 9.3% to $8 billion in the 2025 Black Friday fortnight, about a third of the total, while in-store rose 2.3% (Source: CommBank). Salesforce reported 7% online sales growth in Australia over Cyber Week 2025 (Source: Salesforce).

For grocery, Coles and Woolworths run weekly specials rather than a single Black Friday event, so the useful comparison is the specials cycle around late November against earlier weeks.

How Actowiz Solutions Helps

• Pre-sale baselines – we start collecting prices from early November, so you have a price history to test every Black Friday claim against. History builds from the date collection starts.
• Multi-retailer coverage – public product pages from Amazon.com.au, JB Hi-Fi, The Good Guys, Harvey Norman, Myer, David Jones, Kmart, Big W and other agreed sites, with grocery specials from Coles and Woolworths.
• Product matching – products matched by barcode, model number and attributes, with human checks on new matches.
• Sale-week cadence – intraday runs on priority SKUs during the sale, daily runs on the wider range.
• Claim checks – fields for "was" price, promo badge, end time and stock to support internal reviews of discount claims.
• Flexible delivery – CSV, Excel, API or the Actowiz Metrics dashboard.

Conclusion

Black Friday 2026 in Australia is likely to follow the recent pattern: steady growth in spend, online sales growing faster than stores, and average online discounts around the low-to-mid 20% range, with deeper cuts on featured TVs, fashion and toys. These are estimates and forecasts based on published sources, and the 2026 ARA forecast had not been released at the time of writing.

The bigger shift is scrutiny. With recent ACCC action on "was" prices and timers, retailers and brands need tracked price history, not just the claimed discount. Download the research report or contact our sales team to set up tracking before the sale starts. We will update this report with live tracked data after the sale.

Frequently Asked Questions

When is Black Friday 2026 in Australia?

Black Friday 2026 is Friday 27 November and Cyber Monday is Monday 30 November. Most major retailers are expected to start sales from around Monday 23 November, and some run into early December (Source: Mozo).

How much will Australians spend on Black Friday 2026?

The ARA and Roy Morgan forecast had not been published at 20 October 2026. For context, their 2025 forecast was $6.8 billion over four days, and CommBank iQ recorded $23.8 billion over the wider two-week 2025 period.

What discounts are expected for Black Friday 2026 in Australia?

Estimate / forecast based on Salesforce and ShopBack: an average online discount of about 23–25%, with featured premium TVs at 30–50%, entry TVs and headphones at 25–45%, and fashion and toys at 25–50%.

Is Catch.com.au running a Black Friday sale in 2026?

No. Wesfarmers closed Catch.com.au and it stopped operating on 30 April 2025, so it should be removed from 2026 tracking lists.

What does the ACCC check during Black Friday?

It checks "was/now" and strikethrough prices, "up to X% off" claims, sitewide claims with exclusions, fine print and countdown timers. In its 2025 sweep, about half of 50 retailers reviewed made concerning claims.

When will this report include real 2026 data?

After the sale. We will add tracked prices, discount depth and stock data from Actowiz collection once Black Friday and Cyber Monday 2026 are over.