URGENT UPDATE: The rise of the ‘Fake Friday’ trend is shaking up the traditional Black Friday landscape, with major implications for shoppers and brands as the critical shopping season approaches. As Black Friday is set for November 28, 2025, confusion over its timing is prompting consumers, especially in Australia, to hunt for deals earlier than ever.
New reports from Google indicate that interest in “Black Friday” spikes weeks in advance, with Australian consumers increasingly unaware of the specific date. Data shows a significant surge in searches for Black Friday deals two weeks prior to the event, causing brands to capitalize on this trend with early promotions dubbed ‘Fake Friday.’
Why this matters RIGHT NOW: Retailers can convert eager shoppers looking for deals before the official shopping holiday. According to Iain Calvert, an e-commerce consultant and director at Boom Ecommerce, “Australian shoppers don’t care when Black Friday is. They care about getting a good deal.” This shift is encouraging brands to launch sales weeks ahead of the actual Black Friday, catering to consumer demand.
Google has taken notice of the trend, promoting ‘Fake Friday’ as an effective marketing strategy. In a statement, Sophie Neary, Google’s managing director of retail and consumer goods, revealed that clicks on ‘Fake Friday’ ads were 17% cheaper than traditional Black Friday ads in 2024, making it a financially savvy option for retailers.
Calvert highlights another advantage: by spreading advertising expenditures over a longer period, brands can mitigate risks associated with potential website issues or advertising campaign problems during the high-stakes holiday. “Imagine if you have an issue with your website. You are essentially reducing your risk,” he explained.
The implications of this trend may not bode well for small businesses still reliant on the conventional Black Friday model. However, for savvy marketers willing to adapt, ‘Fake Fridays’ could translate into substantial sales.
As the countdown to Black Friday begins, brands are urged to rethink their strategies to embrace this new consumer behavior. Stay tuned for more updates as this shopping phenomenon evolves, impacting both retailers and shoppers alike in the lead-up to the holiday season.
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