Black Friday leads Christmas sales influence among Boomtown shoppers

Nearly 2.5 million Australians are set to holiday in regional Australia this summer, according to new research from Boomtown, the media industry collective representing the almost 10 million people living in regional areas.

The Boomtown and SCAiQ Summer study found that about 1.7 million metro Australians with travel plans will head to regional areas. A further 860,000 regional Australians plan to holiday in their own region.

Regional NSW/ACT is the most popular destination, attracting 17% of travellers, followed by regional Queensland (14%) and regional Victoria (10%).

Despite cost-of-living pressures, travellers plan to spend locally. Some 83% intend to eat at local cafes and restaurants, 55% plan to shop at local stores and 48% plan to book local experiences. Another 31% of Australians have not yet decided on their Christmas and summer travel plans, leaving travel and tourism brands time to influence their choices.

Jasmine Beech, SCAiQ Head of Strategic Insights and Effectiveness, said: “The study shows that while economic pressures continue to influence household spending decisions, Australians aren’t putting travel on hold - they’re simply adapting their plans. They’re looking for affordable ways to escape while keeping up that annual summer holiday tradition, and Boomtown is firmly on their radar.

“The latest data shows that regional Australia continues to be a top tourist destination for both metro and regional travellers, creating a prime environment for brands looking to reach Australians this summer.”

Francesca Ryan, Boomtown Marketing Lead, said: “This new research shows that millions of Australians are enroute to Boomtown this summer, creating opportunities for brands to connect with travellers before departure, along the road, and at their destination. 

“Communicating value will be key for brands this summer. It’s clear from the data that Australian holidaymakers are keen to support local businesses during their holidays, and they’re willing to spend where it matters. Tapping into that desire to shop small and experience authentic holiday moments will help brands build stronger connections with consumers and turn holiday spending into meaningful experiences.”

The research also includes Black Friday and Christmas shopping data for the first time. Some 52% of Boomtown shoppers say they are prepared to spend more at Christmas, compared with 48% in metro areas. Last year, 34% of Boomtown shoppers spent more than $1,000 on Christmas gifts, although only 23% had planned to.

Black Friday is now the leading sales event influencing Christmas purchases, with 54% of Boomtown shoppers taking part in last year's Black Friday and Cyber Monday sales. Boomtown says this gives brands a longer window to build awareness and reach seasonal shoppers.

Ryan said: “This new report shows us that brands and retailers need to engage Boomtown shoppers earlier, drive seamless shopping experiences and balance value with festive indulgence.

“Black Friday has firmly cemented its position as the leading sales event influencing Christmas purchases for Boomtown shoppers, as customers continue to seek out value.” 

SCAiQ and 2026 Boomtown conducted the study in August, surveying more than 1,700 Australians aged 18 to 64 about their end-of-year travel plans.

Boomtown is home to almost 10 million Australians, or 37% of the population. Data from the Regional Australia Institute shows regional Australia is on track to reach 11 million people, or 40% of the population, by 2032. It also found that 40% of people living in cities are still considering a tree change.