Once upon a time, Black Friday was a single weekend event that followed Thanksgiving in the U.S. It’s basically their version of Boxing Day sales but with an intent to kick-start the Christmas shopping season. Given we don’t even celebrate Thanksgiving, how did this American shopping tradition suddenly take over our November calendar?
Over the last 2-3 years, Black Friday has morphed into Black November – a month-long wave of sales that start earlier each year and stretch long after Cyber Monday ends. Why did we go from one day of chaos to a whole month of markdowns?
Let’s unpack how Australia’s biggest sales event got longer, louder and more competitive – and what it means for online retailers like you.
Enter Amazon
Australian shoppers first joined in during the early 2010s through online U.S. retailers offering international shipping. If you wanted a deal on brands like Victoria’s Secret, that was your day to take advantage.
Then, when Amazon launched in Australia in 2017, local retailers realised they needed to compete. This was the catalyst for our nationwide embrace of the sale, with major stores and shopping centres jumping on board.
Fast forward to now: Australians spend more than $6 billion during the Black Friday–Cyber Monday weekend. It’s now Australia’s biggest retail moment of the year, eclipsing even Boxing Day.
Why Black Friday keeps getting earlier
Black Friday started as a one-day event and now it’s a multi-week campaign. Some brands begin teasing discounts in late October; others launch “Black Friday Warm-Up Sales” or “Early Access Events” as soon as November hits.
So, what’s driving the shift?
1. Retail strategy: beating the rush
Retailers know that competition is fierce, both locally and globally. By launching sales earlier, brands can capture shoppers before they spend their budgets elsewhere. “Black Friday Week” became a thing, then “Cyber Week,” and now, “Black November.”
For retailers, this longer window spreads out demand, reducing website crashes, logistical bottlenecks and last-minute chaos while maximising total sales.
2. Consumer behaviour: getting in early
For shoppers, the event has become part of the Christmas prep season. Many Australians now use Black Friday to tick off their gift list early, taking advantage of pre-holiday discounts instead of waiting for Boxing Day.
In December 2023, retail turnover actually fell by 2.7% because many consumers had already done their shopping in November.
3. eCommerce and global influence
Online shopping has made it easier for global trends to cross borders. Australians now expect the same discounts they see on international sites and local brands are forced to match them.
It’s also easier for retailers to keep the hype alive with email campaigns, paid ads and social content that can run all month long.
4. Cost-of-living pressure
Cozzy livs, right? In a tougher economic climate, shoppers are more price-sensitive than ever. Black Friday has become an opportunity to “buy smart”, locking in gifts, essentials or big-ticket items at a lower cost.
Earlier and longer sales encourage Australians to make more purchases and spend more overall, even while they feel they’re saving.
The marketing implications
This new era of “Black November” comes with both opportunities and challenges.
Start early, or risk being late
If you wait until the week of Black Friday to launch your campaign, you’re already behind. Many brands now start building hype in early November, capturing attention before inboxes and feeds become overcrowded.
Phase your offers
Because the sales window is longer, segmenting your campaign makes sense. Think early-bird deals, main-event promotions and last-chance offers. This keeps urgency high without overwhelming audiences.
Budget differently
Instead of one big burst, plan your ad spend across a few weeks. The goal is to maintain visibility and momentum, not burn out early.
Watch for brand dilution
There’s a fine line between rewarding customers and eroding your brand’s perceived value. Heavy discounting for too long can make “full price” feel meaningless.
Track the right metrics
When sales stretch across weeks, attribution gets messy. Look beyond day-by-day performance. Measure total uplift, conversion lag and how much spend is being pulled forward from December.
Black Friday has officially outgrown its name. It’s no longer a single Friday, or even a long weekend. It’s a full-blown month of sales that has reshaped Australia’s retail calendar.
Whatever you call it – Black Friday, Cyber Week or Black November – one thing is clear: the sales season in Australia is only getting longer. Time to snap up some bargains!
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