As Australian retailers gear up for Black Friday and Cyber Monday 2025, the pressure to deliver personalised, relevant experiences is higher than ever. With consumers shopping earlier, switching between channels and expecting relevance at every touchpoint, the margin for error is shrinking.
In 2024, Experian’s Australian transaction data revealed a sharp 40% spike in sales during Black Friday week compared to the previous week, with consumer electronics surging by 71.4% and cosmetics by an impressive 79.7%, making them the standout categories of the season.
To succeed, retailers must go beyond discounts and deals. A data-informed, customer-centric approach can help convert browsers into buyers and buyers into loyal customers.
Key trends to watch in 2025
Looking back at the record-breaking 2024 holiday season, several trends are expected to continue and intensify in 2025.
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Mobile will remain the primary shopping channel
In 2024, over 70% of orders and USD $842 billion in sales happened on mobile devices globally, according to Salesforce.
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The shift to early shopping will persist
Shoppers are starting earlier, making timing more critical than ever.
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AI-driven efficiencies will play an increasing role
Salesforce reports that AI influenced 19% of global holiday purchases in 2024 — a 6% increase from the previous year.
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Customer experience will be the ultimate differentiator
Retailers who prioritise seamless, personalised interactions will capture greater wallet share.
Retailers who align their strategies with these behaviours and support them with accurate data and meaningful insights will be better positioned to meet customer expectations and drive results.
Why data accuracy and audience intelligence matter more than ever
Two foundational elements underpin success during peak sales periods: clean, reliable data and deep audience understanding. Together, they enable retailers to operate efficiently, communicate effectively and personalise at scale.
1. Clean, reliable data
During high-volume events like Cyber Week, every interaction counts. Inaccurate customer data, whether it’s a mistyped email, invalid address, or wrong phone number—doesn’t just cause operational headaches; it creates friction that can lead to abandoned carts and lost revenue.
In 2024, Experian Data Quality processed 49 million validation requests during Black Friday and 249 million during Cyber Week, across North America, United Kingdom, Australia and New Zealand.
Data validation tools can help retailers:
- Reduce checkout drop-off rates by supporting smoother, error-free transactions
- Improve purchase speed with accurate details for timely confirmations
- Create a more seamless experience across mobile and in-store channels
- Maintain high email deliverability and engagement
Clean data isn’t just about logistics — it’s the foundation of trust and frictionless customer experience. Especially during peak periods, reliable customer information can be the difference between a smooth transaction and a lost opportunity.
2. Knowing your audience
Beyond operational readiness, understanding your audience is essential. Whether you’re targeting early-bird deal hunters or last-minute gifters, audience precision is the foundation for success this shopping season.
With consumers increasingly relying on mobile, social media and AI-powered recommendations, the ability to segment and personalise is no longer optional.
Key insights to gather about your audience include:
- Purchase intent: Are they browsing or ready to buy?
- Channel preferences: Where do they engage — mobile, email, social etc?
- Behavioural signals: What influences their decisions?
- Demographics and lifestyle: What matters most to them?
Retailers who use these insights to tailor promotions, product recommendations and timing will stand out in a crowded marketplace. Even small adjustments like sending a promo code at the right moment can significantly impact conversion rates.
Preparing for Cyber Week 2025: A strategic checklist
With the right data and insights in place, here’s how retailers can translate strategy into action.
1. Segment your audience
Start by understanding your customer base. Segmenting by behaviour, demographics and preferences allows for more targeted messaging and efficient media spend.
2. Personalised promotions
Generic offers are easy to ignore. Consumers expect relevance and brands that deliver it will win attention and loyalty. Consider:
3. Tailored product recommendations
Segment-specific promo codes
4. Timed offers based on shopping behaviour
Optimise mobile and omnichannel experiences
With mobile accounting for the majority of holiday purchases, your mobile experience must be fast, intuitive and frictionless. Combine this with consistent messaging across channels from social media to email to in-store, to meet shoppers wherever they are.
Final thoughts
Black Friday and Cyber Monday are no longer just about slashing prices. They’re about delivering smart, seamless and personalised experiences powered by accurate data and deep customer insight.
Retailers who prioritise data quality and audience intelligence will be better equipped to navigate the complexity of peak season, reduce operational risk and build lasting customer relationships.
When you work with Experian Data Quality and Marketing Services, you gain access to:
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Comprehensive consumer insights
Access rich data to better understand customer behaviour, preferences, and intent across channels.
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Signal-agnostic identity solutions
Connect offline and digital identities through consistent linkage of traditional customer contact details and digital IDs, helping enable actionable identities that support cross-device targeting, addressability and measurement.
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Secure connectivity
Share data securely between partners, leverage integrations we have across the ecosystem and use our marketing data flexibly to meet your needs.
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Data validation
Automate data entry to support a smoother customer journey, reduce basket abandonment, and accelerate purchase speed. This can help reduce friction during checkout and improve overall user experience.
Make the most of this holiday shopping season with Experian. Contact us today to get started.
Contact us to learn more
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