Source: PriceMe
Back in Black: Kiwis Brace Themselves for a Big Black Friday
94% of Kiwis are now aware of Black Friday – but experts urge caution
Auckland, New Zealand – 14 November 2025 – It’s shaping up to be another massive year for Black Friday sales, with Kiwi retailers expected to take in hundreds of millions as shoppers hunt for deals, despite the fact that more than half of Kiwis are worried about the current state of their personal finances.
New research from PriceMe shows that Kiwi shoppers are increasingly strategic – waiting for major sale events to buy both Christmas gifts and everyday items, with the biggest motivators being lower prices, great deals, and shopping with trusted local retailers.
The upcoming Black Friday – Cyber Monday sales period, which runs from 28 November to 1 December, is continuing to grow in popularity. Once seen as a mainly overseas trend, Black Friday has now become a key moment on the New Zealand retail calendar – and an important boost for local businesses heading into the peak trading season.
PriceMe CEO, Gavin Male, said the event now plays a pivotal role for retailers and small businesses looking to lift sales after a slower period of consumer spending.
“Black Friday has firmly cemented its place in New Zealand’s retail landscape,” Male said. “In 2024, Black Friday ranked second only to Boxing Day for shopper activity on the PriceMe website. This year, even more consumers are planning their big-ticket purchases around major sales events. With growing shopper interest comes greater competition – and retailers are responding with stronger offers and sharper pricing than ever before.”
94% of all New Zealanders aged 18+ are now aware of Black Friday, with over a third (38%) already planning to shop the Black Friday event and an additional 31% not sure at this stage. This research of a nationally representative sample of n=1,200 Kiwis aged 18+ confirms the popularity of the sales event, that saw 33% of New Zealanders shop the event last year. This strategic shopping is hardly a surprise with 35% of those surveyed saying they are ‘living pay check to pay check’, and 20% ‘very worried’ about their personal finances.
Male explains: “We commissioned this research as we kept seeing an increasing need for Kiwi households to find everyday value and the numbers coming through confirmed this. We’ve got 56% of Kiwis saying they’re relying on Black Friday savings to afford Christmas gifts, 47% saying they’re going to use the event to buy / replace much needed items for the home and a massive 62% waiting to use Black Friday deals to make big-ticket purchases”
Top Planned Categories intend to purchase on Black Friday listed below in order of popularity
1. Technology and electronics
2. Toys and games
3. Perfume and beauty
4. Fashion and clothing
5. Household appliances
6. Mobile phones
7. Home décor and furniture
8. Outdoor and gardening appliances or furniture
9. Sports and hobbies
10. Pet supplies
11. Car and auto accessories
12. Baby care and equipment
While the shopping event now has universal recognition, the popularity of Black Friday is still being driven by the younger Kiwi, with 62% of New Zealanders aged 18-34 planning on shopping the event, compared to only 13% of Kiwis aged 65+.
Spend with care… and stay mindful of what you can afford
The PriceMe research shows that there’s no question that Black Friday will be massive for retailers, there are already adverts on TV and early Black Friday sales are underway online and in store, but it’s also a time for consumers to shop smart.
“While it’s evident there’s genuine excitement about the main Black Friday sales event, there needs to be some caution,” said Male. “Our research shows that while 55% of shoppers plan to pay for their purchases from regular household spending, 29% have said they intend to use credit, and a similar percentage will rely on Buy Now, Pay Later services that are becoming increasingly popular. These numbers highlight the need to pause and think before hitting the checkout button or tapping the credit card.”
Male says that for many Kiwis, the event provides genuine value – but it’s very easy to get swept up in the hype and suffer from a fear of missing out.
“Black Friday deals can be a really great opportunity to save, especially on larger items or Christmas gifts, but it’s important to stay mindful of what you actually need and, what you can actually afford.” Male continues, “With that in mind, we’re seeing more Kiwis taking the time to compare prices and check product reviews before committing to a purchase, which is a great sign that shoppers are becoming more informed – and that’s a positive step.”
So as retailers gear up for one of the busiest retail weekends of the year, PriceMe encourages consumers to shop smart, compare prices before buying, and avoid unnecessary debt, while still enjoying the excitement of the season.
PriceMe.co.nz is a part of NZ Compare, New Zealand’s leading price comparison business. Dedicated to helping consumers make informed purchasing decisions. With a vast database of products, unbiased reviews, and up-to-date pricing information, PriceMe.co.nz empowers shoppers to find the best deals across a wide range of categories.
