Holiday Shopping Trends 2025: Aussie shoppers set new Black Friday and Cyber Week records

Black Friday Still Reigns, But Shoppers Stretch the Season

Cyber Week 2025 in Australia confirmed a new era for peak season shopping. While Black Friday and Cyber Monday remain the biggest retail events of the year, Rakuten Advertising’s Australia network data and industry reports show that shoppers are researching earlier, waiting for the best deals, and spreading their spend across the entire month. Here’s what the data reveals about this year’s record-breaking season, and what it means for brands and retailers in 2026. 

Record-Breaking Volumes, But a Flatter Peak 

Australia Post reported that Aussies spent a record $1.5 billion during Black Friday and Cyber Monday sales, with parcel volumes up 23% year-on-year and over 25 million parcels delivered in just one week – the highest ever for this period. This underscores the enduring power of Cyber Week, even as the shape of peak season changes. 

Engagement Up, Shoppers Wait for the Right Moment

Our Australia network data tells a nuanced story: 

• Clicks surged in the days before Black Friday with the Wednesday and Thursday before Black Friday reached 20% increase in clicks YoY. But orders didn’t spike until the main event—evidence of shoppers researching, comparing, and holding out for the best deals. 

• Black Friday itself still delivered but was flatter: Orders up 9.9% YoY 

• Orders and clicks grew during the Cyber Weekend, indicating strong and consistent shopping  

• Month-long activity: Shoppers continued to buy well into December, flattening the traditional Black Friday spike. 

What does this mean?
Australian consumers are more strategic than ever—researching early, waiting for the right moment, and spreading their spend across the month. Brands that build anticipation and deliver compelling offers on Black Friday are best positioned to convert this high-intent traffic. 

The Month-Long Marathon: Why the Peak Is Flatter

This year, many retailers launched promotions earlier than ever, and shoppers responded by starting their research and purchases well before Black Friday. Our data shows a clear pattern: 

• Clicks were up in the days leading up to Black Friday, but orders lagged—indicating that shoppers were waiting for the best deals before committing. 

• Sales volume was strong throughout November and into December, not just on Black Friday itself. This spread in activity means the traditional “spike” is now a broader plateau. 

Retailers are adapting to this new reality by extending their promotional calendars, mixing broad-based campaigns with short, high-impact offers, and using more personalised deals to win share of wallet before the big event.  

Vertical Performance: Beauty, Pets, and Consumer Goods Outperform

Beauty & Personal Care: The Standout Winner 

• Orders up 143.5% YoY, gross sales up 206.6% 

• Clicks up 158.5%, shoppers are highly engaged and ready to buy 

Pets: Consistent Double-Digit Gains 

• Orders up 7.2%, gross sales up 6.5% YoY 

• The Sunday and Monday pre Black Friday saw orders up 36.9% and 48.2%, respectively 

Consumer Goods & Services: Practicality Pays Off 

• Orders up 13.5%, clicks up 35.9% YoY 

• Gross sales up 2.3%, with Black Friday week driving the bulk of growth 

Apparel & Accessories: Selective Shopping 

• Orders and gross sales down YoY, but engagement remained high—shoppers are more selective, waiting for the best deals 

Children: Research-Driven 

• Children’s orders dipped (-2.4% YoY), but clicks soared (+110.7%), showing strong research and consideration 

What’s Driving These Shifts?

• Early and Extended Promotions: Retailers are launching deals earlier and sustaining them longer, reducing reliance on a single weekend. 

• Strategic Shoppers: Consumers are informed, patient, and willing to wait for the best value. 

• Content and Influencer Marketing: Shoppers are researching more, so content, reviews, and influencer partnerships are critical. 

Recommendations for Brands and Retailers 

• Start Early, End Late: Engage shoppers from October and keep momentum through December. 

• Deliver on Black Friday: Make your offers compelling to convert high-intent, research-driven traffic. 

• Leverage Vertical Insights: Double down on high-growth categories and tailor messaging for research-heavy verticals. 

Cyber Week 2025 in Australia was less about a single sales spike and more about sustained, strategic engagement. Shoppers researched early, waited for the right moment, and shopped throughout the month. Beauty, Pets, and Consumer Goods led the way, while fast delivery and early promotions became the new battlegrounds for conversion. For brands and retailers, the path to 2026 is clear: embrace the marathon, not just the sprint. 

To get ahead in 2026 and set your affiliate marketing program up for success, reach out today to speak to one of our experts!