Black Friday Creep
Black Friday creep refers to the phenomenon where sales begin weeks early, shifting the peak shopping period to the Wednesday and Thursday before Black Friday, which now generate more sales than the actual day. This fundamental shift in shopping patterns means that retailers must reassess their entire Black Friday strategy and staffing approach.
Why People Are Shopping Earlier
There are several clear reasons why customers are changing when they shop. Retailers are starting their sales early to attract customers now, as waiting allows competitors to grab their customers first.
Many shoppers prefer to shop earlier to avoid crowds. We have all been to shops that sell out of items we want to buy, and buying early ensures that customers get what they want.
With deals available early, shoppers have more flexibility in their purchasing decisions. Additionally, many people have their payday on Thursday, making shopping easier during this critical period.
Understanding these shopping behaviours becomes clearer when examining actual sales data from Australian retailers over multiple Black Friday periods.
What the Sales Reports Show
Sales data from Australian retailers over multiple years reveals a consistent pattern of peak shopping occurring before Black Friday itself. Black Friday in Australia follows the US dates, and analysis of historical data shows clear trends.
2020: Friday, 27 November
Wednesday and Thursday were excellent sales days, Black Friday was a good day but not as strong, and then Saturday was good but not brilliant. This marked the beginning of the visible shift in shopping patterns.
2021: Friday, 26 November
Thursday was the standout day with awesome sales, but Black Friday was only good by comparison. Saturday maintained strong performance with perfect sales results.
2022: Friday, 25 November
Black Friday was disappointing, but the pattern remained consistent with the busiest day being the day before Black Friday. This reinforced the trend of early shopping behavior.
2023: Friday, 24 November
The same effect continued, with the day before Black Friday performing better than the actual day. The pattern was becoming increasingly predictable across retail sectors.
2024: Friday, 29 November
Retailers made a concentrated effort for Black Friday, which paid off with strong results, while the best days remained those leading up to it. This demonstrated that with proper preparation, the entire week could be optimized for sales.
Your 2025 Timeline
Pre-Black Friday Sales Launch: On November 1, start promoting your Black Friday sales. Many retailers will start actual sales this early to capture early shoppers and build momentum.
Black Friday Week Launch: On November 24, 2025, begin your main promotional week. Your customers are starting their central buying during this critical period.
Black Friday Sale: From November 26 to Saturday, you need to be fully prepared as Black Friday approaches. This represents the culmination of your month-long preparation and promotional efforts.
Your Black Friday Week Plan
You need to treat the entire week as your main sales event, not just Friday. Success depends on preparation, proper staffing, and strategic inventory management throughout the week.
Visual Merchandising
Set up your high-impact displays by Tuesday night so they're ready for Wednesday morning shoppers. Use your POS reports to identify your top-selling items from previous years and feature these prominently.
Create eye-catching displays for your popular items, as these are what early shoppers are explicitly looking for. Strategic product placement can increase conversion rates during the critical Wednesday-Thursday shopping window, and your top-selling reports can provide a valuable list of items to feature.
Staffing Your Shop
Wednesday: Your new pre-game day. Have extra staff for setup, but also be ready for real customers, as many people now consider Wednesday their primary shopping day.
Thursday: Likely your new peak day. Schedule maximum staff for sales, restocking, and click-and-collect services, which surge during this period.
Friday: Less busy than in previous years, more like a continuation of Thursday. Keep strong staffing levels, but expect less chaos than traditional Black Fridays.
Saturday: Sales continue through the weekend. Ensure good coverage for weekend shoppers who prefer this more relaxed shopping timeframe.
Stock and Inventory
Get all your Black Friday stock on the floor by Tuesday evening. Don't wait until Thursday or Friday, as by then it will be too late to capture the peak Wednesday-Thursday shopping period.
Monitor your stock levels daily from Wednesday through Saturday. Regular monitoring ensures you can restock popular items quickly and avoid disappointing customers who arrive expecting specific products.
The Bottom Line
Key Takeaway: Begin Black Friday planning now. Start your sales on November 1, as Black Friday is a month-long event, not a single day. The data shows that Wednesday and Thursday generate the highest sales, so prepare your store, staff, and inventory accordingly for maximum success.
Written by:
Bernard Zimmermann is the founding director at POS Solutions, a leading point-of-sale system company with 45 years of industry experience. He consults to various organisations, from small businesses to large retailers and government institutions. Bernard is passionate about helping companies optimise their operations through innovative POS technology and enabling seamless customer experiences through effective software solutions.
