WHAT'S HOT AND WHAT'S NOT
August 2025
The national mood dropped for the second consecutive month; Clothing and electrical appliances drive Black Friday and Cyber Monday shopping plans; Most plan to spend $101–$500; The primary motivation for participating in Black Friday and Cyber Monday sales is to secure the best deals are all fuelling opinions and conversations this month.
1-4 August, 2025
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood dropped again in August 2025, with a higher net negative mood. Australians are feeling more frustrated, anxious and stressed in the current times. Overall, net negative emotions are ahead of positive emotions.
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Dominant mood indicators
The top 10 dominant moods are a mix of positive and negative emotions. The top 3 feelings are positive, with calm, relaxed and hopeful topping the list this month. Feeling a mix of frustrated, optimistic and anxious are the next most dominant moods this month.
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Purchase Consideration
Shifting spending priorities
This month, an international holiday is the leading purchase consideration at 28%, followed by clothing (26%) and a domestic holiday (24%). Wine and gardening products are tied for the next spot at 17%.
Looking at recent trends, wine purchases had the biggest increase since February, growing by 4%. The use of professional services also rose in the last quarter, by 3%. Compared to the same time last year, both international and domestic travel have seen a 3% increase in consideration, while auto purchases lifted by 2%. Overall, purchase consideration across all major categories is up 2 percentage points on last year.
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Conversation Starters
Shopping plans
plan to make purchases during the Black Friday/Cyber Monday sales
Clothing and electrical appliances drive Black Friday and Cyber Monday shopping plans
Among Nine’s audience, more than 6 in 10 (62%) plan to make purchases during the BF/CM sales. Clothing is the top category, with 37% intending to buy, rising to 43% among females.
Electrical appliances is the second most popular category at 23%, with males more likely to purchase at 26%.
BRAND CONSIDERATION
With 62% of people planning to shop, brands should build anticipation and capture early-bird shoppers with early access to deals, rewarding loyal customers and capturing early-bird shoppers before the main BF/CM event.
Spending
plan to spend $101-$500 in the upcoming BF/CM sales
Most plan to spend $101–$500 for BF/CM Sales
Among Nine’s audience, over 1 in 5 (22%) plan to spend $101–$500 in the upcoming BF/CM sales, with younger audiences under-45 more likely to spend within this range.
Female audiences show a greater tendency to spend more, with a higher percentage intending to splash out $501– $1,000 (10%) compared to males, where the proportions planning to spend in this range is 8%.
BRAND CONSIDERATION
Female audiences tend to be more deliberate shoppers. Brands can appeal to this by creating curated gift guides and lifestyle content that showcases how higher-priced items fit into a desirable aesthetic or routine. This adds emotional value and justifies the higher spending.
Deals
people aged 25-54 agree their main reason for shopping in the Black Friday and Cyber Monday sales is to get the best deals
Primary motivation for participating in Black Friday Cyber Monday sales is to secure the best deals
Among Nine’s audience, over half (54%) agree their main reason for shopping in the Black Friday and Cyber Monday sales is to get the best deals. This is especially so for people aged 25-54 (59%) and women (58%).
Many participate to take advantage of exclusive offers and limited stock, notably younger audiences under-45 (33%) and men (29%).
They are planners who use the Black Friday and Cyber Monday sales to get a head start on Christmas shopping, a behaviour more common among women (30%)
BRAND CONSIDERATION
Frame discounts as special opportunities that won't be available at other times of the year. This appeals directly to the desire for "the best deals" and creates urgency, a key component for successful sales.
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