Black Friday is shaping up to be another massive retail moment, with Kiwi shoppers expected to spend hundreds of millions despite more than half expressing concern about their personal finances.
New research from PriceMe showed that shoppers had become increasingly strategic, timing purchases around major sale events to secure lower prices and support trusted local retailers.
The Black Friday–Cyber Monday sales period, running from Thursday, November 28 to Sunday, December 1, continued to grow in popularity across New Zealand.
Once seen as an overseas trend, Black Friday had become a key date on the local retail calendar and a vital boost for businesses heading into the peak trading season.
PriceMe chief executive, Gavin Male, said the event now played a pivotal role for retailers and small businesses looking to lift sales after a slower period of consumer spending.
“Black Friday has firmly cemented its place in New Zealand’s retail landscape.
“In 2024, Black Friday ranked second only to Boxing Day for shopper activity on the PriceMe website.
“This year, even more consumers are planning their big-ticket purchases around major sales events.
“With growing shopper interest comes greater competition – and retailers are responding with stronger offers and sharper pricing than ever before.”
PriceMe’s nationally representative survey of 1200 New Zealanders aged 18+ found 94% were aware of Black Friday, with 38% planning to shop the event and another 31% undecided.
Last year, 33% of New Zealanders shopped the event, with this year’s figures showing 35% were living pay cheque to pay cheque and 20% were very worried about their finances.
Male said the research confirmed a growing need for Kiwi households to find everyday value.
“We’ve got 56% of Kiwis saying they’re relying on Black Friday savings to afford Christmas gifts.
“Forty-seven per cent said they’re going to use the event to buy or replace much-needed items for the home.
“A massive 62% are waiting to use Black Friday deals to make big-ticket purchases.”
The top planned purchase categories were technology and electronics, toys and games, perfume and beauty, fashion and clothing, household appliances, mobile phones, home décor and furniture, outdoor and gardening items, sports and hobbies, pet supplies, car accessories, and baby care.
While Black Friday had near-universal recognition, its popularity was still driven by younger shoppers, with 62% of those aged 18–34 planning to shop compared to just 13% of those aged 65+.
PriceMe said the event would be huge for retailers, with advertising already under way and early sales appearing both online and in stores.
Male said shoppers should remain mindful of their spending and avoid unnecessary debt.
“Our research shows that while 55% of shoppers plan to pay from regular household spending, 29% intend to use credit and a similar number will rely on Buy Now, Pay Later services,” he said.
“These numbers highlight the need to pause and think before hitting the checkout button or tapping the credit card.”
Male said Black Friday could offer genuine value, but it was easy to get swept up in the hype.
“Black Friday deals can be a really great opportunity to save, especially on larger items or Christmas gifts.
“But it’s important to stay mindful of what you actually need and what you can actually afford.
“With that in mind, we’re seeing more Kiwis taking the time to compare prices and check product reviews before committing to a purchase.
“That’s a great sign that shoppers are becoming more informed – and that’s a positive step.”
PriceMe encouraged consumers to shop smart, compare prices before buying, and enjoy the excitement of the season without taking on unnecessary debt.