How a post-Thanksgiving American retail tradition became one of Australia’s biggest shopping events
The Friday after Thanksgiving has long been synonymous with massive sales and shopping frenzies in the United States. But over the past decade, Black Friday has crossed the Pacific and firmly established itself in the Australian retail calendar, transforming from a curious American import into a major shopping event that rivals traditional sales periods.
American Origins of Black Friday
Black Friday’s roots trace back to the 1950s in Philadelphia, where police used the term to describe the chaos of crowds and traffic that flooded the city the day after Thanksgiving. Retailers later reframed the narrative, suggesting the name referred to stores moving from “red” (loss) to “black” (profit) on their balance sheets.
By the 1980s and 1990s, Black Friday had evolved into America’s unofficial start to the Christmas shopping season, with retailers opening earlier and offering deeper discounts to capture holiday spending. The tradition of camping outside stores overnight and door-buster deals became part of American popular culture.
Black Friday Arriving Down Under
Black Friday began appearing in Australia around 2013-2014, initially championed by international retailers and e-commerce giants like Amazon. Australian retailers, recognising the potential to capitalise on the pre-Christmas shopping period, gradually embraced the concept.
The timing initially seemed odd to many Australians. Unlike America, where Black Friday follows Thanksgiving and signals the start of the holiday season, Australia has no November holiday to anchor the sales event. Yet this hasn’t diminished its appeal.
A Retail Revolution
What started as a tentative experiment has become a retail juggernaut. Major Australian retailers, including Myer, David Jones, JB Hi-Fi, Harvey Norman, and The Iconic, now plan their entire November marketing strategies around Black Friday. The event has expanded from a single day to “Black Friday Week” and sometimes extends into “Cyber Monday,” creating an extended period of discounting.
The numbers tell the story of Black Friday’s Australian success. Retail analysts have reported billions of dollars in sales during Black Friday periods in recent years, with online shopping experiencing particularly dramatic surges. The COVID-19 pandemic accelerated this trend, as lockdowns pushed more Australians to embrace online shopping, making Black Friday’s digital deals more accessible and appealing.
Why Australians Have Embraced Black Friday
Several factors explain Black Friday’s remarkable Australian adoption:
Timing: Falling in late November, Black Friday arrives at the perfect moment for Christmas shopping. It offers an opportunity to purchase gifts at discounted prices before the December rush.
E-commerce growth: The rise of online shopping has made international sales events more accessible. Australian consumers can easily compare prices and shop globally, making them more aware of international retail trends.
Competitive pressure: Once major retailers began participating, others felt compelled to join or risk losing market share during a crucial pre-Christmas period.
Cultural globalisation: American retail traditions have increasingly influenced Australian shopping habits through media, entertainment, and the internet.
Genuine value: Despite some criticism of inflated “discounts,” many retailers do offer substantial savings, making it worthwhile for budget-conscious shoppers.
Changing the Retail Landscape
Black Friday’s success has had broader implications for Australian retail. Traditional Boxing Day sales, once the undisputed champion of post-Christmas bargains, now face competition from this November event. Some retailers have reported that Black Friday now generates comparable or even greater sales than Boxing Day.
The event has also changed consumer behaviour. Shoppers now expect November discounts and often delay purchases in anticipation of Black Friday deals. This has created challenges for retailers trying to manage inventory and profit margins throughout the year.
Criticisms and Concerns
Not everyone celebrates Black Friday’s Australian arrival. Critics argue that:
- The event encourages unnecessary consumption and contributes to environmental waste
- Some advertised “discounts” are misleading, with prices inflated beforehand
- It adds pressure to an already intense retail environment
- The cultural transplant feels inauthentic without America’s Thanksgiving context
- Small businesses struggle to compete with the deep discounts offered by major retailers
Consumer advocacy groups regularly caution shoppers to research prices beforehand and avoid impulse purchases driven by artificial urgency.
The Future of Black Friday in Australia
Despite criticisms, Black Friday shows no signs of disappearing from the Australian retail calendar. If anything, it continues to grow. Retailers are investing more heavily in the event each year, expanding their discounting periods and marketing efforts.
The event is also evolving. Some retailers now emphasise “conscious consumption” during Black Friday, promoting sustainable products or donating portions of sales to charity. Others are experimenting with exclusive product launches rather than just discounts.
As Australian consumers become more sophisticated and the initial novelty wears off, Black Friday may need to adapt to maintain its momentum. However, its establishment as a major retail event seems secure, having successfully carved out a permanent place in Australia’s shopping calendar.
For better or worse, Black Friday has become an Australian tradition, demonstrating how quickly global retail trends can reshape local shopping habits. As November approaches each year, Australian shoppers now instinctively ask not “What is Black Friday?” but rather “What deals will I find this Black Friday?”
Whether you’re a bargain hunter or a Black Friday sceptic, there’s no denying that this American import has fundamentally changed how and when Australians shop for Christmas.
