Tech tops Black Friday wishlists as astrology sways shoppers
Australian shoppers are expected to focus on technology products this Black Friday, with national survey data indicating that smartphones, televisions, and home appliances will be in high demand. New insights suggest that beyond pricing, factors such as astrology and shopper planning styles are increasingly influencing what ends up in consumers' baskets.
Tech priorities
The research shows that more than half of Australians (58%) plan to take advantage of Black Friday to invest in home technology or devices designed to make daily life easier. Smartphones are at the top of the list, picked by 48% of respondents, while televisions appeal to 32% of shoppers. Appliances such as smart washers and vacuums are also designed to attract buyers seeking efficiency and convenience.
Savvy shoppers are expected to spend considerable time searching for the best deals, with nearly half (47%) prepared to dedicate up to five hours this November to online or in-store bargain hunting. Despite thorough planning, impulse and even astrological factors can influence the final decision-making process for some consumers.
Astrological influence
"This November, Black Friday falls in a Mercury retrograde, so your star sign could be influencing your shopping habits. As someone who's used a horoscope as an excuse to treat myself, I get it. But don't let the planets derail your budget - stick to your list, shop with a clear head, and set a 'walk-away' price before you buy." said Emma Edwards, Financial Behaviour Expert and Astrology Enthusiast.
The data reveals that almost a third (31%) of Australians admit to making at least one purchase based on astrological timing. Over half (53%) have been guided by astrology at some stage throughout the year. Aquarians (50%) are the most likely to target a new phone, Leos (38%) favour television upgrades, and Cancers (23%) are keen on improved cleaning gadgets.
Different star signs display distinct approaches. Geminis are most likely to describe themselves as practical and forward-thinking shoppers (49%). Scorpios and Aquarians (both 28%) are most influenced by astrology, while Leos stand out for relying on sales that seem to appear at the 'right' moment (19%).
National habits
Shopper behaviour also varies by location. Consumers in the Northern Territory (40%) are the most prone to impulsive purchases. Queenslanders (46%) adopt a more practical and planned approach. In New South Wales, 30% allow special deals to guide their purchasing decisions, illustrating the spectrum of shopping styles across Australia.
With the Black Friday sales period viewed as a key opportunity for both planned purchases and impulse buys, 93% of Australians surveyed say they will be browsing or making purchases during the sales event.
Samsung deals
The sales period will feature a range of Samsung products at reduced prices. Notable discounts include AUD $400 off the Galaxy Z Fold7, AUD $100 off the Galaxy A56 5G, and AUD $400 off the Galaxy Tab S11 Ultra. Appliance deals include AUD $400 off the Bespoke AI Jet Lite Premium Stick Vacuum and AUD $250 off the 11KG Front Load Smart Washer. Television enthusiasts can save AUD $300 on the 55" The Frame 4K Vision AI Smart TV or AUD $500 on the 85" Neo QLED 4K Vision AI Smart TV.
Shoppers are expected to weigh a variety of influences as they search for technology deals, with both rational planning and less tangible factors shaping their spending. The approach taken by different demographic groups underscores ongoing shifts in Australian consumer attitudes.
"Each star sign carries its own approach to shopping, Scorpios (28%) and Aquarians (28%) are most likely to agree that astrology influences what they buy, making them the most astrology-driven shoppers," said Edwards.
