News Australia launches free Black Friday masterclass

News Australia will host a free masterclass for small and medium retailers ahead of Black Friday and Cyber Monday, with speakers from The Growth Distillery, The Trade Desk and news.com.au Checkout.

The 45-minute live webinar, In Session: Retail, takes place on Wednesday 21 October. It will cover consumer spending habits, advertising and shoppable content, with advice on planning campaigns and converting sales.

Shoppers hold off on purchases

According to The Growth Distillery’s August 2026 Lighthouse Consumer Sentiment Tracker, 84% of Black Friday consumers are waiting for sales before buying.

News Australia National Head of Retail Gerard Richardson said businesses needed to prepare for that demand.

“Black Friday is no longer just a discount event but the best opportunity to connect with shoppers who are ready to buy. With 84% of Black Friday consumers holding off on purchases until the sales start, small-medium business owners need a clear, practical roadmap so they can plan ahead, spend wisely and capture their share of peak trading spend.”

The Growth Distillery Head of Growth Intelligence, Bethan Hockey, will present research on how Australians plan to spend this season and what influences their buying decisions.

“Our research shows that consumers aren't necessarily looking for deeper price cuts: they want less friction,” said Hockey. “High-value shoppers are often willing to wait for the right deal, so understanding when they’re actively considering a purchase and what gives them permission to buy allows retailers to focus their effort where it actually counts.”

Where retailers spend

The Trade Desk Director Matt Proud will discuss advertising channel selection, premium content environments and when to reach shoppers before the sales begin.

News Australia General Manager of eCommerce Sophie Miura will present results from news.com.au Checkout, examining which approaches to shoppable content are generating purchases.

The session will also address the use of AI in shopping. News Australia cited The Navigators: AI Brandscape 2026 report, which estimates that eight million Australians use AI tools to search and decide what to buy.

Registration is open for the free webinar on Wednesday 21 October.