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.