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  • Tommy Kenny

THE WEEK THAT WAS - W/C November 13th

All eyes on Black Friday sales as cost of living pressure grows

As cost-of-living pressures continue to rise, consumers will be less driven by spontaneity during this year’s Black Friday weekend. Instead, the majority of consumers will be using the sales to save money on planned purchases.

Across a sample of 1,086 Australian consumers, Future Publishing Australia found that 73% of respondents had started their Christmas shopping back in September, with the intent to capitalise on sales.

Managing Director at APAC, Neville Daniels, said the research highlighted an opportunity for retailers and advertisers to connect with consumers at a time where sales volumes are down 1.7% year on year.

“A key focus for advertisers in this peak period leading to and during Black Friday sales is to find ways to connect with consumers who are searching for useful, trustworthy and timely content directly related to their passions and interests,” Daniels said.

The global study found that 8 out of 10 Future readers had researched their purchases ahead of the sales, with 67% indicating intent to spend more in 2023 than in previous years. Over 10 million Australians were tipped to spend an average of $440 each at this year’s Black Friday sales – an increase of 14% on the last year.

Mirroring these cost-of-living concerns, CEO of the Australian Retail Association, Paul Zahra, noted the earlier Christmas shopping trends last year were driven by the cost-of-living crisis.

“We know that many people are more conscious about their household budgets with the cost of living going up and interest rates on the rise, so the Black Friday sales are an ideal time to complete your Christmas purchases, save money and ensure that your gifts are delivered on time.”

TV Landscape

Seven’s 1% Club beats Dessert Masters debut. Jim Jefferies game show topped entertainment on Sunday 12th November, scoring 643,000 metro viewers. This was comfortably ahead of 60 Minutes which recorded 511,000 viewers. From 7:30pm, Dessert Masters recorded 477,000 people and Joanna Lumley’s Spice Trail Adventure gathered 443,000 viewers.

Nine News was 722,000 with a later edition at 303,000 viewers.

Seven News was #1 at 829,000. Homicide with Ron Iddles drew 278,000.

ABC News scored 552,000. Steland (292,000) and Antiques Roadshow followed.

Overall, Nine Network recorded 29.7% of viewers on Sunday 12th November, followed by Seven Network (21.3%), Network 10 (15.9) and SBS (7.6%).


Consumer Confidence

ANZ-Roy Morgan Consumer Confidence has risen by 2.8 points to 77.8 in November this week, however despite the increase the index has now spent a record 40 straight weeks below the mark of 85. Consumer Confidence is now 0.9pts below the same week a year ago, October 31 – November 6, 2022 (78.7) and is now just above the 2023 weekly average of 78.1.

This week saw a surge primarily driven by a more positive buying sentiment, with an increased number of people stating that it's currently a ‘good time to buy major household items’ and a decreased number indicating that it's a ‘bad time to buy’. This is good news for retailers as buying intentions begin to increase going into the Christmas period.

Still though, confidence levels remain persistently low compared to previous years due to elevated inflation and rising interest payments, which are diminishing households capacity to save and spend.

BVOD Audiences

In the week up to the 12th of November, 1,001.6 million minutes of BVOD content was consumed, reaching 5.8 million people nationally.

The Top 10 programs consisted of five programs, Love Island Australia, Annika, The Block, Shetland & Home And Away. Nine came out on top this week gaining the top four spots with Love Island Season 5. Overall, BVOD is currently still skewing to the female demographic of 25-39 & 40-54.


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