When the Australian Bureau of Statistics (ABS) released its national retail turnover rose data yesterday, 2.0 per cent (seasonally adjusted) in November 2023, Black Friday sales again influenced the number.

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This follows a fall of 0.4 per cent in October 2023 and a rise of 1.0 per cent in September 2023.

Robert Ewing, ABS head of business statistics, said: "Black Friday sales were again a big hit this year, with retailers starting promotional periods earlier and running them for longer, compared to previous years.

“The strong rise suggests that consumers held back on discretionary spending in October to take advantage of discounts in November. Shoppers may have also brought forward some Christmas spending that would usually happen in December.

“The popularity of Black Friday events is affecting spending patterns in the lead-up to Christmas. This causes more volatile monthly movements in seasonally adjusted data. We’ve released an article this month that explains how these changes are affecting the seasonality of retail turnover.”

There were rises in all retail industries in November, but it was spending on discretionary goods boosted by Black Friday sales that drove most of the increase. Household goods retailing rose 7.5 per cent, followed by department stores (4.2 per cent); clothing, footwear and personal accessory retailing (2.7 per cent); and other retailing (1.1 per cent).

“Retailers told us that the success of Black Friday sales was boosted by consumers seeking out discounts in response to cost-of-living pressures,” Mr Ewing said. 

Those comments were supported by BiRite Home Appliances Lismore owner Elton Cummings, "It's our best month of the year now," he told the Lismore App.

"It's a much better result than the after-Christmas sales. Manufacturers gear up for it now. There is stock coming in that can be delivered straight away. Everything's going right for it."

"At Christmas/New Year holiday time, deliver drivers are on holiday, so stock isn't as readily available."

"November was always a bit flat as people were waiting for Christmas, now it's the best month of the year."

It is clear that the introduction of the Black Friday sales event has changed consumer spending behaviour.

“It’s clear that spending during Black Friday sales continues to grow across the country, with retail turnover increasing by more than one per cent in all states and territories,” Robert Ewing said.

The ABS would like to thank businesses for their continued support in responding to their surveys.