Australian shoppers are being urged to stay vigilant against deceptive marketing strategies as the nation prepares for its biggest Black Friday sales event on record. With a projected $6.8 billion spending bonanza anticipated, the Australian Competition and Consumer Commission (ACCC) is cracking down on retailers using misleading tactics to create a false sense of urgency.
ACCC's Crackdown on Misleading Promotions
The consumer watchdog has announced it will conduct a major sweep of retail advertising during the four-day sales period, which runs from Friday, November 28 to Cyber Monday on December 1. ACCC Deputy Chair Catriona Lowe highlighted several common traps that shoppers should watch for, including countdown timers that don't reflect the actual sale duration and prominent claims of 'store-wide' discounts that secretly exclude many products.
Fine print that limits headline claims will be a particular focus for regulators. The ACCC will also target advertisements proclaiming 'up to X per cent off' where the qualifying text is not prominently displayed or where very few products actually receive the maximum discount.
Record Breaking Sales Forecast
This year's Black Friday event is expected to break all previous records, with the Australian Retail Association predicting a $6.8 billion spending spree, representing a four per cent increase over last year's figures. According to professional services firm Deloitte, 44 per cent of Australian retailers are expected to participate in this year's event, up three per cent from 2024.
ARA Chief Executive Chris Rodwell noted that shoppers have become more strategic with their spending. 'Shoppers are savvy and more deliberate — 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.'
Smart Shopping Strategies
Ms Lowe advised consumers to research prices before the sales begin to ensure they're getting genuine bargains. 'If consumers are waiting for the Black Friday sales to make a big purchase, 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,' she recommended.
An ARA survey conducted with Roy Morgan revealed interesting shopping patterns, showing that women are almost evenly split between using Black Friday to buy Christmas gifts or shopping for themselves. Meanwhile, men were around four times more likely to shop for themselves than for Christmas presents.
The ACCC has put retailers on notice to ensure their advertising practices are accurate and transparent. Last year's compliance sweep resulted in action against several prominent retailers, including jeweller Michael Hill, homewares retailer My House, and beauty shop Hairhouse Online. Shoppers who encounter suspicious promotions are encouraged to report them directly to the ACCC.
