As Black Friday continues to dominate retail calendars, consumer behaviour has undergone a seismic shift, particularly in Australia. Lee Besser, Studio project manager at impact.com, explains on how social platforms like TikTok, Instagram, and Facebook are reshaping the shopping landscape.
The new path to purchase
“Consumers today are far less influenced by traditional ads,” said Besser. “In fact, only 3% of Australian shoppers consider ads a trusted source when making purchase decisions. Instead, they look to trusted reviews, peer recommendations, and social media.” Platforms like TikTok and Instagram have moved from simply facilitating discovery to influencing the entire purchase funnel, from awareness to brand advocacy.
This evolution is especially pronounced among younger shoppers. “IAB and Pureprofile’s Australian and New Zealand Ecommerce report 2024 found that 58% of shoppers aged 18-29 say influencers and social media impact their research and shopping habits,” he said. This data reflects the increasing importance of authenticity and relatability in consumer decision-making.
The rise of social commerce
While Australia still sees a blend of social platforms and e-commerce sites working together, the shift toward shopping directly via social media is gaining momentum. “Social platforms excel in building trust and excitement,” explained Besser. “They drive discovery and engagement, while e-commerce sites complement this by offering streamlined purchasing and fulfilment options. It’s a partnership that maximises conversions and consumer confidence.”
Markets like Southeast Asia and China, however, are leading the way in social-first commerce. “New research by impact.com and Cube Asia shows that influencer marketing drives around 20% of e-commerce sales in Southeast Asia, with TikTok Shop playing a critical role,” he said. This trend is expected to influence the Australian market in the coming years.
Why consumers make impulse buys on social media
Black Friday has evolved into “Black November,” with brands leveraging the entire month to build momentum. “Most brands lock in their highest-converting influencers for November,” said Besser. “Strategies like flash sales, countdowns, and limited-time offers create a sense of urgency and FOMO (fear of missing out).”
Content creators amplify this urgency through unboxing videos, product demonstrations, and exclusive deal announcements, making it easy for shoppers to decide quickly. “Influencers act as trusted intermediaries, combining authenticity with expertise,” he said. “It’s about shared values and community.”
Trends shaping Black Friday in Australia
Australian consumers are embracing longer Black Friday sales periods, with transparency and authenticity being key drivers. “Deals that are straightforward and backed by visible social proof—like reviews and testimonials, are highly effective,” Besser said. Platforms like Afterpay and Zip also play a role, making big-ticket items more accessible.
Moreover, Australian brands are leveraging lo-fi, behind-the-scenes content to humanise their offerings. “It’s not just about big-budget campaigns anymore,” he added. “Social media has democratised visibility, allowing smaller brands to compete effectively with creative storytelling.”
The power of social proof
Social proof, through unboxing videos, reviews, and testimonials, remains critical during Black Friday. “Almost a third of Australians (31%) are more likely to buy something based on an online review,” he said. These forms of validation mitigate hesitations and create a shared sense of excitement around Black Friday deals.
As younger demographics embrace social-first shopping, Besser predicts significant changes in consumer behaviour. “Brands need to prepare for a future where social platforms play an even more direct role in driving sales,” he added.
With Black Friday evolving into a month-long shopping phenomenon, Australian brands have an opportunity to connect with consumers through social media. As Besser aptly concluded, “The convergence of content and commerce is here to stay, and brands that harness this shift will lead the way in 2025 and beyond.”