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1、1Brands on ESGA generations point of viewBlack Friday 2025 Unpacked:What Drove Australias Retail Wins Trends&Insights to maximise retail sales 2IntroductionBlack Friday&Cyber Monday sales are now firmly part of the Australian retail calendar,serving as an essential lead-in to Christmas and Boxing Da

2、y Sales.Despite ongoing concerns around inflation,interest rates and cost of living,Australians were still forecasted to spend a record$6.8 billion during this period(source:Australian Retailers Association and Roy Morgan),an increase of 4%on 2025.To help retailers understand the true impact of thei

3、r media and social campaigns,Meltwater monitored Black Friday in real time,using live dashboard capabilities to track activity from 1 November to 1 December.This report highlights the key conversations and consumer engagement trends captured as they happened.Black Friday is the only retail tentpole

4、that matters at the national scale in November.It accounted for 90%of all event conversation,reach,and engagement.Amazon defines consumer expectations.Pricing,delivery speed,and content volume set the benchmark.Social drives the conversation,news amplifies.Cost of living,interest rates and retail sp

5、ending push Black Friday into mainstream news.Creators now shape retail behaviour.Hauls,reviews and lifestyle influence what Australians buy more than brand ads alone.Looking beyond Black Friday.What you need to know to kickstart your Christmas/Boxing Day and 2026 media and social campaigns.IN THIS

6、SUMMARY REPORT DISCOVER:Nov 1,2025-Dec 1,2025|MentionsBlack Friday 59.4k 92%Cyber Monday 4.37k 6.8%Singles Day 461 0.72%SOV by Mentions3Black Friday:The Dominant Retail Moment3Among Novembers major retail moments,Black Friday consistently outperformed Cyber Monday and Singles Day across conversation