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BrandsBlack Friday 2025 on ESGA generations point of viewDrove Australia’sRetail Wins Trends & Insights to maximise retail meltwater.com Introduction IN THIS SUMMARY REPORT DISCOVER: Black Friday & Cyber Monday sales are now firmly part of theAustralian retail calendar, serving as an essential lead-in to Christmasand Boxing Day Sales. Despite ongoing concerns around inflation, Black Friday is the only retail tentpole thatmatters at the national scale in November. Itaccounted for >90% of all event conversation, reach, Amazon defines consumer expectations.Pricing, delivery speed, and content volume set the To help retailers understand the true impact of their media and socialcampaigns, Meltwater monitored Black Friday in real time, usinglive dashboard capabilities to track activity from 1 November to 1 Social drives the conversation, news amplifies.Cost of living, interest rates and retail spending push Creators now shape retail behaviour. Hauls,reviews and lifestyle influence what Australians buy SOV by Mentions Looking beyond Black Friday. What you need toknow to kickstart your Christmas / Boxing Day and Black Friday59.4k92%Cyber Monday4.37k6.8%Single’s Day461 Black Friday: The Dominant Retail Moment Among November’s major retail moments, Black Friday consistently outperformed Cyber Monday and Singles Dayacross conversation, engagement, and reach in Australia. The data showed Black Friday drove significantly higher Shopping momentum began in early Novemberand peaked on Friday 28 November with4,646mentions, continuing through Cyber Mondayon 1 December, with some sales carrying intothe following week. While Cyber Monday acted Cyber Monday: Riding the Black Friday Momentum Analysis of hashtags and top-performing posts for Cyber Monday inAustralia showed a clear trend: Cyber Monday remains in the shadowof Black Friday. Hashtag patterns revealed minimal differentiationbetween the two, indicating that consumers view Cyber Monday as an While Singles Day remained niche, it drove someengagement in the beauty category 1.67M Reach6.78k Engagement The top-performing CyberMonday post leveragedoffers from both Black Friday The Multi-Brand RetailerDomination, Fuelled by Amazon’s UnmatchedDominance Amazon led cross-categoryconversations by mid-November Some brands don’t just participate in Black Friday; they defineit. Leading this buzz are multi-brand retailers like Amazon, whileothers, such as The Iconic, Harvey Norman, and Myer, continue to Yet the posts driving the most engagement aren’t usuallybrand-owned, but instead come fromuser-generated content(UGC) and content creators. With reels and short-form videosnow dominating consumption, creators with highly engagedaudiences and authentic recommendations have becomea central force in retail marketing.Even brands like Unilever Amazon stood out through cross-category reach, viral moments, andits brand-agnostic platform that attracted both creators and shoppers.Authentic creator content drove much of this dominance: affiliate andinfluencer programs made it easy to showcase favourite products from Brands with strong Amazon deals were able to leverage this creator-platformsynergy to drive visibility and engagement during the Black Friday frenzy. UGC driving Amazon success Most engaged content Mira AI: Your Shortcut to Instant Insights Most engaged content Black Friday moves at lightningspeed, and keeping up with theconversation can be a challenge. Request Mira Demo Top performing categoriesacross channels Health & Fitness and Travel achieve the highest engagementand mentions across both Black Friday and Cyber Monday,with Amazon performing strongly in these categories. CyberMonday is more news-led (49%), while Black Friday sees greatercommunity-driven engagement (78% just across X, Facebook & Australia has become one of the most activeReddit markets globally, with usage threetimes higher than the global average. The platformnow ranks as Australia’s fifth most visited website, Access Report Top-performing content byengagement is UGC again Health and Fitness Australian satirical publisher, ‘The Betoota Advocate’, jumped on theBlack Friday bandwagon, blending its deadpan humour with “news-style” storytelling to comment on politics, media, and everyday culture.Their content resonates widely because it mirrors real-world narratives Top performing content in the Health and Fitnesscategory included ‘day in the life’ reel by LaurenSimpson, plugging her @nakedharvestsupplements Reach: 1.82MEngagement: 1.46k Reach: 1.22MEngagement: 10.11k Catching the buzz with AI Travel Travel Tuesday was covered by Two Broke Chicks under theBlack Friday umbrella and saw creative engagement with theirpost from Flight Centre in the comments. How Aussies shop using AI AI is now becoming a core shopping tool for Australians, with30% using platforms like ChatGPT and Perplexity to discoverproducts, compare prices and hunt for promo codes(Digital2026: Australi