Aussie shoppers looking for bargains, not brands, this Black Friday

Australian shoppers are planning to spend more during the upcoming shopping season, but they will be hunting bargains, not brands.

This is according to new research from InMobi and Glance, which surveyed over 1,000 Australian and New Zealand smartphone users.

Last year, during the Black Friday/ Boxing Day rush, just over half of shoppers were looking to “seek incentives” (i.e. bargains!) before they made their purchases. This number has leapt to 62% this year, while those who have determined which brands they want before going shopping have dropped to just 11%.

The return of brick-and-mortar retail is complete, but so is the leap to online shopping that accelerated throughout the pandemic – with 64% of shoppers planning to purchase both online and offline, compared to 44% last year.

Despite the desire for discounts, 65% of those surveyed still plan to either maintain or increase their shopping budgets this year.

“With bargain hunting a key driver for festive shopping this year, retailers will need to ensure they are present at all touch points of the shopping journey,” notes InMobi ANZ manager Jaclyn Hadida.

“This means understanding their online and offline behaviour to drive engagement and utility at the moments that matter to them.”