More than ever before, this Black Friday will test retailers’ ability to convert intent into revenue, not simply generate traffic. With family budgets under pressure, winning mums’ spending means securing purchases already on their lists. “The brand that can seal the deal with an irresistible Black Friday offer will win the basket she’s already prepared,” Mumpower chief executive Christie Nicholas told Inside Retail. The challenge for retailers is to win that planned purchase without making price the only differentiator.

Mumpower, Australia’s longest-running mum-focused marketing agency, surveyed 406 mums and found that many are approaching the promotional period with clear spending priorities. Some 58 per cent said they were holding off buying gifts until major sales, including Black Friday and Cyber Monday, to purchase planned items at discounted prices. Meanwhile, 44 per cent were spending less this Christmas because of living costs. For retailers, this points towards competition for considered purchases rather than indiscriminate festive spending.

The pressure is not distributed evenly across the Christmas basket, with 41 per cent of respondents prioritising children while cutting adult gifts, entertaining and personal treats. Another 28 per cent indicated they were focusing on practical gifts, including clothing, school supplies and essential technology. This peak season, Nicholas encourages retailers to show how their products meet families’ needs rather than rely on festive demand to drive sales.

Nicholas described shoppers who have already narrowed their options before the promotional rush begins. “Right now, her carts are open and her research is done,” she said.

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