Australia & New Zealand Christmas & Black Friday Report 2026
After years of cost-of-living pressures, Australians and New Zealanders are heading into the festive season feeling cautious about their spending. Festive season budgets are tight, and across both countries, most people will be making trade-offs.
Black Friday is becoming an essential part of festive season budget management, while AI is changing how consumers discover gifts, compare prices and find deals. Our latest report looks at festive spending, shopping behaviours and priorities for 2027.
Now in its 8th year, Pureprofile’s Christmas report explores Black Friday in greater depth than ever before, drawing on insights from over 2,000 panellists in Australia and New Zealand, alongside comparisons from previous years.
Key takeaways:
79%
of Aussies are planning to adjust their Christmas spending and celebrations this year
NZ$456
is the average amount Kiwis expect to spend on festive food and drink, up 11% from 2025
58%
of Australians plan to buy Christmas gifts during Black Friday or Cyber Monday sales
Download the report now to uncover:
- Festive spending decisions across Australia and New Zealand
- Black Friday’s role in managing festive season budgets
- Generational differences in shopping preferences and deal discovery
- How consumers are using AI for gift inspiration and finding deals
- Shifting personal priorities as we head into 2027
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