- A resounding 72% of Australians took advantage of Black Friday or Cyber Monday sales and discounts while shopping for Christmas in 2024.
- Just over one third (37%) of Australians were first-time shoppers in the Black Friday or Cyber Monday online sales.
- A record number of 7.6 million households made an online purchase in November and December, up 2.4% from the previous year.
New research from Australia Post has revealed that a staggering 72% of Australians took advantage of Black Friday and Cyber Monday sales in 2024 to secure Christmas bargains, fuelling a record-breaking surge in online shopping and parcel deliveries.
With the majority of Aussies turning to eCommerce, Australia Post delivered nearly 103 million parcels1 in November and December - a 3.1% increase from the previous year, setting a new all-time high.
The surge in online shopping was driven by convenience with 67% of consumers citing it as the top reason for shopping online followed by saving money with Black Friday sales & discounts (53%) and avoiding crowds or in-store shopping (53%).
Increased demand for online shopping saw 7.6 million2 households across Australia making an online purchase in November and December, up by 2.4% on the previous year. With cost-of-living pressures top of mind for many Aussie households, almost 70% (69%) of Australians bought over half their Christmas presents during the Black Friday and Cyber Monday weekend sales.
Speaking on the rising number of Australians capitalising on Black Friday and Cyber Monday sales, Australia Post Executive General Manager Parcel, Post and eCommerce services Gary Starr said: "It's been a record peak period for Australia Post, with more online purchases being made and more parcels being delivered throughout November and December than ever before.
"What fuelled this record period wasn't just our regular online shoppers buying more. Our research indicates the number of first-time online shoppers also increased, with over one third (37%) of Aussies shopping online with over the cyber weekend sales for the first time in 2024.
"Growing trust in eCommerce continues to influence shopping habits, with half (49%) of Australians reporting greater trust in online shopping compared to previous years.
"As more people shop online, so do consumer expectations, especially in tracking and managing deliveries. In December alone, the AusPost app saw a record 57 million visits, with customers tracking parcels and, when necessary, redirecting their deliveries for greater convenience.
"With technology playing an increasingly significant role in our everyday lives, eCommerce is set to continue to grow. As a result, we'll reflect on this peak to ensure our service continues to deliver during the next one," Mr Starr said.
Media contact:
Anna Garcia, Senior Public Relations Manager, Australia Post
M: 0409 402 966
Methodology: Australia Post's consumer shopping research was conducted in January 2025 and engaged 1,000 Australian consumers. The survey was distributed through independent research platform, Pollfish.
About Australia Post:
As Australia's postal service for more than 215 years, we're at the heart of every community. Last financial year we delivered more than 2.3 billion items to 12.7 million delivery points. Australia Post has one of the largest retail networks nationally, with more than 4,000 Post Offices. Australia Post employs people of all ages, genders, and abilities in our extended workforce of more than 64,000 team members, reflective of the diverse communities we operate in. We are proud to be included in the inaugural Indigenous Employment Index with 3% of our workforce identifying as Aboriginal or Torres Strait Islander and we are one of the largest Australian employers to be certified as a Disability Confident Recruiter.
1 Australia Post parcel data (1 November - 31 December 2024)
2 Australia Post parcel data (1 November - 31 December 2024)
