Maddie Basso, Head of Yahoo DSP Australia
This is the time of year when shopping becomes a competitive sport. Black Friday has officially outgrown its origins as a single day of in-store discounts – it’s now the unofficial kick-off to a sales season that stretches well into December.
New research reveals that in 2024, Australians spent $8.7 billion across the four-day Black Friday to Cyber Monday stretch – nearly $1.5 million per minute.
And the momentum doesn’t stop there.
In January 2025, retail spending hit $37 billion, up almost 4% year-on-year, fuelled by extended Boxing Day promotions and consumers leaning into “new year, new me” purchases.
At the same time, our new Holiday Trends Report shows that 89% of shoppers plan to spend the same or more this season, while 44% of advertisers are increasing their budgets.
For many businesses, this is a make-or-break period leading into the new year. It’s an opportunity they can’t let slip by – but the increased competition means it’s that much harder to stand out.
When channels are choked by a never-ending stream of content, the smart marketer will get their head up and look for that gap in the field – a space where they can create differentiation and reach consumers ready to spend when inspiration strikes.
So what does “getting it right” look like in 2025? Here are the shifts that matter.
1. Timing is everything
Black Friday isn’t just a single day anymore. In fact, for many shoppers it’s not even about a single weekend. Deal-hunting now starts weeks earlier, with brands building up discounts that continue through Boxing Day and into January.
If you’re only planning a four-day blitz, you’re already behind.
Think of it as a season, not a spike. Successful brands spread investment across the full window, adjusting messaging as consumer behaviour shifts.
Many are already building brand salience early so that when peak season hits, they’re front of mind. Research shows this awareness becomes a powerful multiplier when performance-driven deal messaging kicks in.
Black Friday promotions capture deal-seekers you’ve primed for this moment, while January brings a surge in categories like fitness, home, and education as Australians reset for the year ahead.
2. Find data signals your competitors don’t have
In a hyper-competitive environment, having something your competitors don’t can make a huge difference. That means using data that goes beyond vague signals – data showing real-time shopping intent.
Afterpay Ads provides exactly this, and we know it works.
We recently partnered with a globally renowned retailer to leverage Afterpay Ads’ data signals across thousands of merchants and matched them with our own first-party audience insights. The result? Incredible clarity on where high-intent shoppers were active across display and video channels on the open web.
The campaign generated a 16x return on ad spend and a 99% incremental sales lift – $16 back for every dollar invested.
It proves that precision targeting and smart optimisation can turn attention into real purchases – and that using data sources your competitors overlook can dramatically boost effectiveness.
3. The TV screen still reigns supreme
The TV set remains the heart of most homes, but Connected TV (CTV) has turned this high-attention format into a performance channel.
Formats like shoppable ads and QR codes are transforming passive viewers into active buyers, letting them purchase in real time.
Yahoo DSP recently partnered with Vudoo on a campaign for a major toymaker to create shoppable ads on living-room TVs, allowing busy caregivers to click through in that moment and turn inspiration into purchase.
The result: a 122% increase in units sold and a 136% increase in total transaction value – showing that viewers are primed to buy in this format.
Imagine how delighted your CFO will be when you can show a proven return on investment from the brand-building part of your campaign.
4. Creativity is your competitive edge
In a season where inboxes are flooded and feeds are jammed, creative matters more than ever. Standing out is one of the most important differentiating factors in this sales season.
Dynamic creative – such as personalised promotions, countdown timers, and location-based offers – helps brands cut through when consumers are overwhelmed with choice.
A last-minute “order today for delivery by Christmas Eve” message can be the nudge that wins the sale. Likewise, highlighting in-store stock near a shopper’s location taps into the hybrid shopping behaviour driving this season.
Good creative isn’t just about being visually appealing – it’s about context, timing, and utility. That combination makes every impression count.
5. Don’t ignore the “where”
Holiday shopping is omnichannel by default. Shoppers browse online, buy in-store, and often do both within the same purchase journey.
Brands should expect most audiences to mix channels this season. If your strategy is anchored only to clicks or online carts, you’re missing the full picture.
Consider audio – it’s emerging as a powerful channel for Black Friday shopping. Many listeners browse or shop while tuned into their favourite podcasts, creating new moments of intent brands can tap into.
Ultimately, understanding the link between media exposure, foot traffic, and offline sales is what separates guesswork from real impact. To do that, you need a robust measurement strategy to double down on what’s working, cut what’s not, and prove ROI to the CFOs scrutinising every holiday dollar.
The bottom line
Black Friday – and the broader holiday season – represents one of the biggest opportunities in the marketing calendar, and one too many brands still underplay.
The dollars are there. The consumer appetite is primed. But the competition is fierce.
Marketers who prepare early, stay agile, and align campaigns to consumer behaviour – not just calendar dates – will unlock the real value of the season. Nail that, and you’re not just winning Black Friday. You’re setting yourself up for success in the new year and beyond.