Living in Australia for the last couple of years or so, I've seen a distinct difference in the way Black Friday happens here in Australia vs in the US. There seems to be a different flavour and also slightly different historical use of the term.
Black Friday originated in the United States as a day of major sales following Thanksgiving, marking the beginning of the holiday shopping season. It's celebrated on the Friday after Thanksgiving, which falls in late November, and is traditionally known for significant discounts, doorbuster deals, and even early morning store openings. American Black Friday is a massive retail event, with both in-store and online deals lasting through the weekend and into Cyber Monday.
In Australia, however, Black Friday doesn't have the same cultural connection to Thanksgiving. Instead, it has been adopted in recent years as a retail sales event, mainly driven by the influence of American retailers and e-commerce. Australian Black Friday sales have become popular, often stretching into a longer period, including the weekend and Cyber Monday, similar to the U.S. However, Australian retailers have adapted the event to their calendar, with some companies even offering deals earlier in November, as there's no Thanksgiving holiday to tie it to.
While Black Friday sales in both countries offer similar discounts, Australia’s version is generally less frenzied, with less emphasis on crowded store openings and doorbusters. It’s largely driven by online shopping, with Australians shopping for deals from both local and international retailers.
Historical context: In Australia, the term “Black Friday” originally referred to the devastating bushfires that occurred in Victoria in 1939, killing 71 people. In contrast, Black Friday in America has its roots in the post-Thanksgiving shopping tradition, dating back to the 1950s.
Retail focus: While Black Friday in America is primarily focused on brick-and-mortar shopping, with many retailers offering in-store doorbusters and promotions, Australian retailers have shifted their focus towards online sales. This is likely due to the country’s strong e-commerce market and the convenience it offers to consumers.
Participation rates: According to research, only about 21% of Australians participate in Black Friday sales, spending around AU$320 million over the weekend. In contrast, around 70% of Americans participate in Black Friday sales, with much higher sales volumes.
Global brands’ influence: The rise of global brands like Amazon has contributed to the popularity of Black Friday in Australia. Many Australian retailers have adapted to this trend, investing heavily in their digital strategies to compete with international e-commerce giants.
Naming conventions: As mentioned earlier, some Middle Eastern countries have rebranded Black Friday as “White Friday” to better suit their cultural and religious practices. Australia, however, has retained the original name, despite its controversial origins.
Timing: Black Friday in America typically takes place on the day after Thanksgiving, which falls on the fourth Thursday of November. In Australia, Black Friday sales often coincide with the pre-Christmas shopping period, usually in mid-November.
Cultural significance: While Black Friday has become a major retail event in America, its cultural significance is more limited in Australia. The holiday season in Australia is more focused on Christmas, with Boxing Day (December 26) being a major shopping day.
What did you do on Black Friday?
