sales lessons from Christmas 2024

The festive season is done and dusted and Easter is on the horizon, but if one thing is clear from 2024, it’s that the way Australians approach Christmas shopping has changed dramatically in recent years. And there are lessons you can learn from this to achieve greater sales in 2025, explains Kim Owen Jones General Manager SME Direct at MYOB.

Gone are the days of shoppers focusing their spend in December or leaving shopping to the last few weeks before Christmas. The widespread adoption of Black Friday and Cyber Monday sales means people are doing their Christmas shopping earlier than ever, as they seek to grab a bargain and reduce the cost of Christmas cheer.

So, what can small businesses and retailers learn from the Christmas shopping season we’ve emerged from?

Here’s what to consider in your plans for next Christmas – which will be here before we know it

Take notice of November

According to the Commonwealth Bank Household Spending Insights (HSI) report, household spending in November 2024 increased by 1.3 per cent, with significant spikes in key categories such as clothing and household goods. Spending on women’s clothing rose by 22 per cent, men’s and women’s clothing combined saw a 30 per cent increase, and household goods spending grew by 5.7 per cent. These figures highlight a trend that has been building for years: shoppers are leveraging Black Friday and Cyber Monday sales to get ahead of the holiday rush.

This early shopping pattern aligns with data from the Australian Bureau of Statistics (ABS), which reported a 0.8 per cent rise in retail turnover in November 2024, and a 3 per cent increase compared to November 2023. This November shopping frenzy benefited a wide range of businesses, from department stores (+1.8 per cent) to cafes and restaurants (+1.5 per cent), and clothing, footwear and personal accessory retailing (1.6 per cent).

These figures support the predictions of MYOB research earlier in 2024, which found that most people (52 per cent) were planning to get their Christmas shopping done in November. However, a number of Australians buy even earlier: 31 per cent are Christmas shopping in October and 17 per cent are capitalising on the End of Financial Year sales in June and July.

Spreading the cost of Christmas.

MYOB research found that 33 per cent of people were planning to do their Christmas shopping earlier in 2024, and for 42 per cent of these, the reason for the early start was to spread out the cost.

Consumers are front-loading their holiday shopping, leaving less to spend as Christmas approaches. For small businesses and retailers, Black Friday and Cyber Monday are no longer just warm-ups for the festive season but major shopping events.

Promotional activities now span the entire month of November, rather than being confined to a single weekend, further cementing November as a critical month for retailers.

Catching the early (shopping) bird.

Many small businesses have resisted the Black Friday / Cyber Monday sales trend, dismissing it as something for big retailers.

But the truth is Christmas shoppers now expect to benefit from some kind of discounting in November, even if not explicitly a Black Friday sale. So, consider how you could help customers make the most of their shopping budgets in November – if discounting isn’t an option, then could you offer additional value, in-store experiences or rewards for loyalty?

The Black November trend means many stores now discount right throughout November, so plan your campaigns well in advance and ensure your inventory is well-stocked for the November shopping rush.

The same early planning will pay off for other seasonal sales moments throughout the year – such as the EOFY sales or promotions related to shopping events such as Mother’s Day. Help your customers spread the load of their spend by giving them early access to discounting and offers, so they can get ahead rather than leaving it to the last minute.

Optimise your online presence.

Get ahead for the Christmas season in 2025 by making sure your online presence is ready to cope with a boost in sales. This includes updating the product descriptions of your most popular items, adding content that will help boost your SEO – such as blog articles on relevant topics – and checking the customer journey flows smoothly.

Use the time well ahead of Christmas to map out what your loyal customers will be receiving from you and how you’ll stand out in their crowded inboxes.

Market your message strongly – whether it’s about adding value, discounting or offering something more creative – such as bundles, collaborations or personalised recommendations.

Or if you’re taking a stance against Black Friday, share this message proactively in your marketing channels – if this aligns with your brand’s values it will remind loyal customers why they love your brand and want to buy from you.

Whatever you decide to do in the Christmas shopping season of 2025, take this time to reflect on the experience and results of 2024 – learn from last year, and apply it to the shopping year ahead. Because using the same festive season strategy you’ve always relied on probably won’t cut it anymore.

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