Retail media to ride the wave of Australia’s biggest Black Friday yet
From all reports, we’re in for the biggest Black Friday yet, and the competition between brands to win consumer’s discount dollars looks to play right into the hands of Australia’s retail media players. Mumbrella’s Kalila Welch speaks to Zitcha’s Troy Townsend, CitrusAd’s Roger Dunn and TRANSACT’s Mohammad Heidari Far to find out how retailers are making the most of the sales period.
If you have been online at all during the month of November, it’s unlikely you’ve been spared from the inundation of Black Friday promotions that have consumed every shopfront, inbox and social media feed.
The once US exclusive sales event, falling annually on the Friday after all-American holiday Thanksgiving, has well and truly found its audience in the Australian market, kicking off what is widely recognised as the biggest retail sales event of the year. Black Friday and its e-commerce equivalent Cyber Monday have become ingrained in the retail calendar, now even topping once-coveted post Christmas sales on Boxing Day.
It’s a win for retailers on two fronts: consumers scramble to spend on discounted stock ahead of Christmas, and the resulting buzz carries over into demand for retail media assets.
