NSW predicted to lead spending in Click Frenzy, Black Friday and Cyber Monday online sales

Marking the beginning of the Christmas shopping season, Click Frenzy, Black Friday and Cyber Monday have cemented their place as Australia’s most anticipated sales events. Despite the nation’s ongoing cost-of-living challenges, last October’s Click Frenzy event recorded a 28 per cent YoY increase in sales on its first day, while this year’s Black Friday and Cyber Monday sales are forecasted to attract a 5.5 per cent YoY increase in spending over the four days, to $6.7 billion. Many retailers have been capitalising their popularity by launching the sales weeks before official launch dates.

 

But where are Australians planning to spend most during these sales? Based on its delivery data, CouriersPlease – Australia’s fastest-growing franchised courier service – is forecasting the suburbs and states poised to lead the nation’s spending during this year’s Click Frenzy (11-15 November), Black Friday (29 November), and Cyber Monday (2 December).

Delivering about 30 million parcels each year – largely for well-established retailers, including Myer, Big W and Kmart – CouriersPlease’s parcel volumes are a reliable barometer of Australian online shopping habits.

CEO Richard Thame says that parcel delivery volumes have steadily increased during this annual sales trifecta. He says: “We are forecasting a growth in Click Frenzy and Black Friday parcel delivery volumes this year. My optimism comes from Australian consumers’ resilience and continued demand for value amid economic challenges. They are price-savvy and driven to seek out deals that combat ongoing inflation and cost-of-living pressures.

“Shoppers who make their purchases early in the sales, especially with high-demand items, are likely to avoid disappointment. Many retailers will offer deals leading up to the main sales dates, so take advantage of early access offers to ensure timely delivery.

“For retailers, planning ahead is key. Make sure your delivery options are clear and set realistic expectations for delivery times. With parcel volumes increasing during this period, offering customers flexible delivery options, such as to parcel collection points or to an alternative address, can improve their online shopping experience and reduce the pressure on deliveries during these busy weeks.”

NSW will lead the nation for Click Frenzy and Black Friday spending this year 

CouriersPlease forecasts that NSW shoppers will make up more than a third of online spending at the sales this year. Last year, NSW shoppers accounted for 37 per cent of parcel deliveries during this period. With nearly one third of Australians residing in NSW, the state also had a higher-than-average per capita delivery volume.

Victoria made up 29 per cent of parcel deliveries, also outperforming its population size, which represents a quarter of Australians. In third place is Queensland at 20 per cent, matching its share of the Australian population. South Australia accounted for just over seven per cent, while Western Australia received 5.74 per cent of all parcel deliveries. Tasmania and the Northern Territory scored less than one per cent each of national parcel volumes.

More than half of the top 10 shopping suburbs are expected to be in Victoria  

CouriersPlease is expecting Victoria to once again dominate the top 10 suburb ranking this year. Its delivery volumes show that, last year, Victoria took out seven of the ‘top 10’ suburb rankings for parcel deliveries during Click Frenzy, Black Friday and Cyber Monday, highlighting the strong online shopping culture in Victoria

Says Thame: “There are a variety of factors at play here. Given city fringe and outer suburbs made the list suggests that residents across both outer and inner areas are active online shoppers. The outer suburbs are experiencing significant population growth and residential development, attracting families and young professionals who frequently shop online.

“Meanwhile, the inclusion of Melbourne’s CBD in the top rankings reflects the trend of consumers opting to have parcels delivered to their workplaces for convenience. Additionally, the convenience of online shopping appeals to those who may have limited time to visit physical stores due to busy lifestyles.”

Capital city CBDs – Melbourne, Sydney and Adelaide – also made the top 10 list, reflecting consumer preferences to have parcels delivered to workplaces.

1. Pakenham (VIC)
2. Melbourne (VIC)
3. Berwick (VIC)
4. Sydney (NSW)
5. Sunbury (VIC)
6. Point Cook (VIC)
7. Adelaide (SA)
8. Werribee (VIC)
9. Clyde North (VIC
10. Mt Barker (SA)

The top suburbs in each state forecasted to spend the most 

CouriersPlease is forecasting that capital city CBDs, major regional centres, and fast-growing suburbs with plenty of residential development – will create demand for online spending – and diverse demographics will again dominate each State and Territory’s top five suburb ranking for this year’s events.

In NSW, Sydney topped the list for parcel deliveries during last year’s sales events, indicating the abundance of parcel deliveries to workplaces. The other top-spending suburbs included the well-heeled Mosman, with its high disposable incomes, and western suburbs such as Castle Hill, Glenmore Park and Blacktown, with their large and growing populations.

Victoria’s top five list includes Pakenham and Berwick in Melbourne’s growing southeastern corridor with its significant residential development that attracts families and young professionals. Suburbs like Sunbury and Point Cook also made the list, reflecting their expanding populations and strong connectivity.

Queensland’s top-performing suburbs include Caboolture and Morayfield, both north of Brisbane – but also suburbs in regional centres. The affluent suburbs of Buderim on the Sunshine Coast and Southport on the Gold Coast ranked highly.

In South Australia, Mount Barker, in the Adelaide Hills, was a top-shopping suburb. Western Australia’s top suburbs were concentrated in the outer suburbs of Perth, with Secret Harbour, Port Kennedy, and Baldivis leading the way.

NSW: Sydney, Castle Hill, Glenmore Park, Mosman, and Blacktown
Victoria: Pakenham, Melbourne, Berwick, Sunbury, and Point Cook
Queensland: Caboolture, Morayfield, Buderim, Southport, and Narangba
South Australia: Adelaide, Mount Barker, Morphett Vale, Aldinga Beach, and Paralowie
Western Australia: Secret Harbour, Port Kennedy, Baldivis, Wellard, and Waikiki

More broadly, Thame describes a shift in how Australian shop online: “It’s no longer just about convenience for consumers. They’re becoming more strategic, waiting for sales events to make larger purchases, particularly in the current economic climate.”

In anticipating of the increase in parcel deliveries, CouriersPlease has been expanding its logistics network to efficiently manage the higher volume.

Adds Thame: “To better serve our customers, we have invested in new depots, such as our Dandenong facility that services Berwick and the southeastern suburbs in Victoria, and our new Sydney Pemulwuy depot. These expansions allow us to enhance delivery speeds and handle increased parcel volumes during peak periods.”

Parcel delivery volumes for 2023 Click Frenzy, Black Friday and Cyber Monday
(20 October to 4 December 2023)

State & Territory breakdown