You may have noticed that town centres feel busier in November than they do in the lead-up to Christmas in December, and there’s a reason for this shift—it all comes down to changing shopping habits, led by events like Black Friday and Cyber Monday, which are in November.

Research from Monash university done in October this year showed that 41% of Australians planned to shop during Black Friday and Cyber Monday, with a whopping average spend of $481 per shopper. These sales events now surpass Boxing Day in popularity, thanks to their timing for early Christmas shopping, where only $387 is planned to be spent.

In fact, 16% of Australians reported starting their Christmas shopping earlier this year, with November being a prime time to take advantage of sales. Shoppers are planning ahead, spreading costs, and reducing the imposition on the December pay cheque. By the time December rolls around, many have already checked most items off their Christmas lists. This earlier spending trend may mean that December feels slightly calmer in comparison, however this is a very tight example, as our population growth in WA means that there is more than enough people to fill all the shops and car parks in December.

Some of the most sold items during Black Friday are clothing and footwear, books and stationery, toys and games, gift cards, and food and beverage. Interestingly, fine jewellery saw a 38% rise compared to last year, so 2025 may be a good year for wedding planners.

Research from Monash University

While all of the above was research done prior to the Black Friday sales, the data released by CBA last week aligns with this, showing that purchases on clothing, gifts and household goods outshines all other months. The biggest mover was fashion with a 30% increase month-on-month. Data from NAB shows that spending on the Black Friday increased 4% year on year and that spending on airfares soared by 35%, and car rental spend rose 23%.

So, if you’ve noticed carparks filling up in November and a bit more breathing room come December, it’s not your imagination. Shoppers are getting ahead, retailers are adapting, and November has cemented itself as the new peak for holiday preparations.