Here’s how Australia fared this Black Friday-Cyber Monday weekend
Shopify collected data over the Black Friday-Cyber Monday (BFCM) weekend that details how Australia approached the multi-day, bargain-hunting extravaganza.
According to the e-commerce platform, the number of Australians purchasing from Shopify merchants grew by 14% over the weekend compared to last year.
9pm AEST on Cyber Monday (December 2) was the peak sales hour for the event. The platform also discovered that the top selling Australian cities were all located on the east coast of the country, with Melbourne at number one, Sydney at number two, and Brisbane at number three.
On average, the cart price for shoppers was $199.12 AUD, marking a 23% increase to last year’s $162 average price.
The top performing “product categories by order volume in Australia” covered fashion, beauty and health items. From number one to five, in that order, Shopify identified clothing tops, cosmetics, dresses, fitness and nutrition, and activewear as the most-ordered-from categories amongst Australian shoppers.
Boxer briefs, shorts, moisturisers and lotions, nail polishes, eye makeup and sunscreen were the specific best performing product categories.
The YoY percentage of point of sale (POS) sales conducted by Shopify merchants in Australia, compared to 2023’s BFCM weekend, was found to be 29%.
14% of cross-border orders were made. At the same time, mobile sales was the dominant purchasing form with 74% of BFCM sales being made on mobile. 26% were made on desktop.
Australia also made it into the five top selling countries in the world, ranked at number three. The United States and the United Kingdom came in at numbers one and two, respectively. Canada sits at number four and Germany came in at number five.
“Against the odds, there’s no doubt that this BFCM weekend proved to be a major success for retailers. Our data revealed a record-breaking holiday as our retailers hit $11.5 billion sales globally–up 24% from last year,” said Shopify’s managing director JAPAC, Shaun Broughton.
“While the cost-of-living continues to influence consumer shopping behaviour, the number of Australians purchasing from merchants grew 14% and average cart size grew 23%–suggesting many are becoming more strategic with their spending as they seize value-driven deals.
“In Australia, we also saw a 29% increase in POS transactions, revealing a continued rise of in-store shopping. By taking a unified approach across online and offline channels, retailers have managed to capitalise on evolving consumer behaviours to ensure they capture a significant share of wallet this holiday.
“This weekend has highlighted the resilience of consumer demand, and the continued tenacity of the Australian retail industry. By ensuring a strategic approach to reach the right customers on the right channels, with value at the heart, retailers can still engage budget-conscious consumers to drive a significant portion of their annual revenue.”
Australia’s embracing of the annual shopping bonanza should come as no surprise, with Future Publishing Australia discovering that Black Friday takes the crown as the country’s “top retail event”.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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