Black Friday is now the biggest shopping event in Australia and the drinks industry has come to the party.

Coles Liquor, for example, has kickstarted its biggest-ever Black Friday sale this week, following a recent survey suggesting almost half of Coles customers will be shopping online this Black Friday, with 62% actively searching for the best deals on offer.

Coles Liquor Chief Executive Officer Michael Courtney said its Black Friday sale was aimed at delivering great value right across the range and providing accessible drink solutions for every occasion.

“We’ve joined the Black Friday frenzy with amazing, straightforward deals to help make a difference to the cost of raising a glass with friends or sharing a wine over dinner at home when you shop at Liquorland, Vintage Cellars and First Choice Liquor Market,” he said.

“Over the next week, our customers can expect a great mix of deals across big brands and popular products they know and love. We’ll be bringing great offers on brands like Stone & Wood, Penfolds and Johnnie Walker as well as products exclusive to Coles Liquor such as our award-winning Tinnies Beer, James Busby wines, and the outstanding Canard-Duchêne Champagne that’s perfect for gifting or enjoying as a celebratory drink.”

News Corp Australia’s national head of retail and digital Growth Jessica Gilby told B&T: “We know the Black Friday and Cyber Monday period is now the biggest shopping event of the year with consumers shifting their December spending to November instead.

The Australian Retailers Association (ARA) is predicting a $69.7 billion boost in retail sales in the lead up to Christmas, kicking off with the Black Friday sales.

There is expected to be a 2.7% increase on last year’s sales figures, with new research from Roy Morgan revealing more Australians than ever will embrace the Black Friday/Cyber Monday sales window (29 November to 2 December) to capitalise on bargain gifts.

Shoppers are set to spend a record $6.7 billion during the four days, an increase of 5.5% compared to the same time last year. 

Black Friday arrived on Australian shores around 2018 and now unofficially kicks off the Christmas shopping season.

The concept originated in the US and refers to sales that take place the day after Thanksgiving. It marks the start of the Christmas shopping season for Americans and, like Australia’s Boxing Day sales, creates large scale hysteria in malls across the US.

ARA CEO Paul Zahra said: “Shoppers are being savvier than ever with their dollars. They’re looking for the best value when it comes to buying presents for their loved ones, which is why sales events like Black Friday/Cyber Monday weekend are consistently growing in popularity.

“We are also seeing a continued trend towards spending on little luxuries whilst some broader discretionary categories are forecasted to be in decline.

“It’s been an incredibly tough year for retailers and shoppers alike. Retailers are pulling out all the stops to ensure they have the best product lines and gift solutions, customer service offerings and enhanced online platforms to make shopping during this peak season more seamless than ever.”

Of the biggest states, shoppers in NSW are ready to record the biggest growth in sales on last year, up 3.4%. TAS is forecasted to grow at 5.9%, QLD will see growth of 3%, VIC a 2.3% increase, and WA is preparing for marginal growth of 0.2%.

NSW shoppers are gearing up to spend $21.9 billion, while Victorian shoppers are projected to spend $17.8 billion.

Zahra said this peak season trading period would be invaluable for retailers, with most discretionary retailers making up to two thirds of their annual profit during peak season.

“Whilst the year-on-year growth projections remain modest, these figures in most categories are encouraging after another challenging year,” he said.

“We remain hopeful of an interest rate reduction when the RBA meets in November which would have a positive impact on consumer confidence.”