Black Friday travel splurge lifts spending to $23.8bn record

How big was Black Friday this year?

Australians splashed out during Black Friday, with spending reaching $23.8 billion - 19.5 per cent higher than a typical fortnight. The figures come from CommBank iQ, which combines data from Australia’s largest bank with more than two decades of analytics expertise to help organisations unlock greater value through data insights and artificial intelligence.

The analysis, using de-identified transactions from approximately 7 million Australians, shows the event is now firmly entrenched as a multi-week shopping phenomenon, with sales rising 5.1 per cent year-on-year in the week prior and rebounding 4.1 per cent in the week itself.  The day itself remains relevant and out-performed last year, up 5.8 per cent year-on-year.

Where did people spend?

Almost all the spending growth came from online shopping, which surged 9.3 per cent year-on-year, while in-store spending remained flat, signalling a decisive shift toward digital retail. Digital-first and value-led retailers dominated, with marketplaces up 7.3 per cent, apparel up 5.3 per cent and household goods up 3.2 per cent. Department stores fell -0.5 per cent and discount department stores were down -1.8 per cent.

“Black Friday has evolved beyond a focus on goods to encompass a broader spectrum of experiences. The strong uplift in travel and discretionary items like dining and entertainment indicates Australians are increasingly using the event as an opportunity to plan and invest in holidays and leisure activities, not just make traditional retail purchases,” said Makenna Ralston, CEO, CommBank iQ.

What else are Australians buying?

Travel spending hit $2.2 billion, up 8.4 per cent, while discretionary services surged 8 per cent to $3.7 billion. Metro shoppers led the charge, with growth of 4.8 per cent compared to 3.9 per cent in regional areas. Western Australia was the standout state, up 6.9 per cent, while New South Wales remained the biggest spender at $7.3 billion.

Who spent the most?

Generational trends showed the strongest growth at the edges, with 18 to 29-year-olds up 5.9 per cent and those aged 70-plus up 8.5 per cent, while 30 to 49-year-olds remained the spending core, contributing more than $9.5 billion.

What does this mean for retailers?

This year’s Black Friday performance reinforces a structural shift in Australian consumer behaviour. With digital channels driving almost all incremental growth, the data underscores the need for retailers to adapt their operating models, pricing strategies and promotional planning to align with where and how customers are now choosing to shop.

Ralston said there is a widening gap between retailers who are using data to respond to changing consumer expectations and those who are not.

“Retailers that are tracking behavioural trends in real time are the ones best positioned to win during peak events like Black Friday,” Ralston said. “The shift online is accelerating, and customers are becoming more value-driven and experience-oriented. Retailers need to understand these nuances so they can refine their channel mix, tailor their promotions and deliver the convenience and relevance shoppers now expect.”

CommBank iQ’s granular spending insights give retailers visibility into these shifts, enabling more accurate forecasting and more effective investment in customer acquisition, loyalty and fulfilment. As retailers begin planning for 2026, leveraging transaction-level intelligence becomes critical to capturing demand in an increasingly compressed and competitive peak trading environment.

About CommBank iQ

CommBank iQ is a joint venture between Commonwealth Bank of Australia (ABN 48 123 123 124) and data science and artificial intelligence company The Quantium Group Pty Ltd (ABN 45 102 444 253) , which uses de-identified payments data from approximately 7 million CBA customers – to track spending trends.