UPDATE: The rise of the ‘Fake Friday’ trend is shaking up Black Friday sales ahead of this year’s event on November 28, 2025. Experts warn that confusion over the timing of Black Friday is leading to a surge in early shopping, with brands poised to capitalize on eager consumers seeking deals before the official sales event.
Retail experts and Google leadership confirm that as Black Friday gains global traction, shoppers in countries like Australia are increasingly unaware of the sales calendar. This disconnect prompts many to hunt for discounts on the Friday before the official Black Friday, creating a new promotional landscape that retailers cannot afford to ignore.
Data from Google Search reveals a notable spike in Australian interest for the term “Black Friday” as early as two weeks prior to the event. This trend, likely to repeat in 2025, suggests that brands launching ‘Fake Friday’ promotions could effectively convert these enthusiastic shoppers who are unaware of the true date.
Iain Calvert, an e-commerce consultant and director of Boom Ecommerce, stated, “Australian shoppers don’t care when Black Friday is. What they care about is they know they’re going to get a good deal, and retailers can make a lot of sales.” This behavior is driving brands to kick off their Black Friday promotions weeks in advance of the official sales day.
Google is closely monitoring this trend, with insights indicating that clicks on ‘Fake Friday’ ads were 17% cheaper than traditional Black Friday ads in 2024. Sophie Neary, Google’s managing director of retail and consumer goods, noted the effectiveness of the ‘Fake it ’till you make it’ approach, encouraging brands to engage in early promotions.
Calvert highlighted another critical advantage of ‘Fake Friday’ sales: risk mitigation. “Let’s say you decide to only do sales on the actual Black Friday. Imagine if you have an issue with your website or a campaign problem. By spreading advertising spend over a longer period, you reduce your risk of missing out if something goes wrong,” he explained.
While this trend presents an opportunity for larger retailers, it poses challenges for small businesses struggling to adapt to the evolving landscape of Black Friday. Many smaller retailers may find it difficult to compete with the aggressive early promotions from larger brands, potentially impacting their sales during the official event.
As the shopping season heats up, retailers must strategize to harness the power of ‘Fake Friday’ and align with consumer demand. Shoppers are advised to stay alert for early promotions in the coming weeks, as this trend is set to redefine the Black Friday shopping experience.
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