Consumer Behaviour in the Lead-Up to Black Friday / Cyber Monday (BFCM)

As BFCM edges closer, shoppers shift into research mode, deals start flying earlier, and the path to purchase sprawls across search, social, marketplaces, email, and stores. Here’s what recent data and past seasons tell us—and how to get your site and data strategy ready to win.

Moving Early and Starting Smart

Google search trends show Australians are starting their holiday shopping journeys well before November, engaging in research-first behaviours from October and earlier. This reflects a deliberate mindset where planning and comparison dominate.

Shoppers follow non-linear paths, blending the “4S” behaviours - searching, streaming, scrolling, and shopping—and moving through Google’s 4D phases:

• Deliberate (early research)
  

• Deal-Seeking (BFCM)

• Determined (last-minute buys)

• Devoted (loyalty and post-event purchases)
  
  

AI is making the discovery process more visual and intuitive, with features like AI summaries, Circle to Search, and Google Lens reshaping how people explore products. Immersive channels such as Search, YouTube, and social platforms now play a central role, with Google AI tools helping brands surface in early-stage searches, expand reach, and adapt as intent shifts. Read more on how AI is revolutionising Google Ads Strategy

Spontaneous, impulse-driven searches are declining. Instead, shoppers are investing more time in research and comparison, prioritising quality products at fair value.

Research-Heavy, Value-Driven, and Open to New Brands

Australians are increasingly deliberate: research-intensive, cautious, and deeply influenced by price and value. There's a rising trend of broadening consideration, especially under cost-of-living pressures. Despite budget constraints,:

70% say value is the top factor in their decision-making.

44% plan to shop between early November and early December, especially during BFCM promotions.

Today’s consumers blend searching, streaming, scrolling, and shopping, the 4S behaviours, creating a non-linear path to purchase. Their decisions hinge on three pillars:

• Price - are consumers getting value for money? Consumers will actively search for deals and competitive prices
• Product confidence - this comes from product quality and durability. Reviews and ratings play a big part in the reputation of a brand
• Convenience - a seamless experience is key - clear product information, visible deals, fast checkout, flexible payment options such as buy now pay later, reliable delivery times, all reduce friction

Image Source: Think with GoogleConsumer Insights August 2025  via https://business.google.com/aunz/think/consumer-insights/modern-consumer-holiday-marketing-strategy/ 

Nearly 75% of holiday purchases are made or influenced online, underscoring the importance of digital-first omni-channel strategies. Learn more on creating a unified shopping experience

Today’s holiday path to purchase is non-linear and highly interactive. Shoppers move fluidly across search, social, video, and commerce platforms, reinforcing the need for consistent, connected experiences at every touchpoint.

First-Party Data Capture & Audience Segmentation

• With shoppers so value-sensitive and exploratory, owning your data is critical. Use peak season to capture first-party data and segment your audience for smarter messaging:
• Tailored messaging: early-access coupons, restock alerts, countdown reminders Segmentation by behaviour: gift-seekers, deal hunters, early planners, abandoners, loyal customers
• Value exchanges: early-access lists, price alerts, loyalty points, and exclusive offers 

The goal: build audiences now that you can re-engage not only during BFCM, but all the way through Christmas and into 2026.

Australian consumers are deliberate, value-driven, and digitally engaged. To win this BFCM, brands must:

• Be present early in the research phase
• Deliver value and confidence at every step
• Provide seamless, omnichannel experiences Capture and segment data to fuel long-term growth

Want help planning your BFCM strategy?