Australian shoppers are gearing up for a record-breaking Black Friday sales bonanza, but the consumer watchdog is urging caution against a rise in manipulative sales tactics. With a massive $6.8 billion expected to be spent over the four-day weekend, the Australian Competition and Consumer Commission (ACCC) has launched a major crackdown on misleading advertising.
ACCC's Black Friday Watchlist: Top Traps to Avoid
The ACCC has identified several common tricks retailers use to create a false sense of urgency and pressure shoppers into quick decisions. Countdown timers that don't reflect the true duration of a sale and phrases like 'three days only' are high on the list of deceptive practices the watchdog will be targeting.
Another key area of focus is so-called 'store-wide' or 'site-wide' sales that secretly exclude popular items. Fine print and disclaimers that limit headline claims will also be in the ACCC's crosshairs, as will advertisements promoting 'up to X per cent off' where the discount is applied to very few products or the 'up to' text is hidden.
A Record-Breaking Retail Event
This year's Black Friday and Cyber Monday weekend, running from Friday, November 28 to Monday, December 1, is tipped to be the biggest yet. The Australian Retail Association (ARA) forecasts a staggering $6.8 billion in sales, a four per cent increase on last year's figures.
Adding to the scale, a Deloitte report indicates that 44 per cent of Australian retailers are expected to participate, up three per cent from 2024. This surge in activity provides a critical cashflow boost for discretionary retailers and small businesses after two years of subdued consumer activity.
How to Shop Smart and Spot a Scam
ACCC Deputy Chair Catriona Lowe has a clear message for consumers: do your homework. "We encourage them to consider checking the prices now before sales start, so they can compare the price and determine if they are making a legitimate saving," Ms Lowe advised.
This sentiment is echoed by ARA Chief Executive Chris Rodwell, who noted that modern shoppers are increasingly savvy. "Shoppers are intentional with their spending... they're waiting for big sales events like Black Friday to make larger purchases — but it's not just about price," Mr Rodwell said. "Australians are looking for value, reliability and a trusted retail experience."
An interesting finding from an ARA and Roy Morgan survey reveals a gender split in shopping intentions: while women are almost evenly split between buying Christmas gifts and shopping for themselves, men are around four times more likely to use Black Friday to treat themselves.
The ACCC is putting retailers on notice and encourages shoppers to report any dodgy promotions. Last year's compliance sweep led to action against major retailers including Michael Hill, My House, and Hairhouse Online.
