As we wrap up the 2025 holiday trading season, our recent survey reveals just how unpredictable Black Friday and Christmas have been for retailers.
While some brands saw strong engagement, others faced subdued customer turnout and persistent supply chain challenges. The real margin outcome for many is still unclear, and likely won’t be fully understood until well into 2026.
You can download the full report below.
Key takeaways
- Brand relevance: Digital presence and exclusivity remain vital, but sustainable success comes from consistent quality and genuine customer relationships, not just deep discounting.
- Global challenges: Australian fashion brands continue to grapple with maintaining loyalty across generations, adapting to digital-first consumers and competing with fast fashion platforms.
- Black Friday risks: Excess unsold inventory, low customer turnout and global pricing pressures were top concerns this year.
- Strategic Focus: Year-round customer loyalty and personalised engagement are far more effective for long-term growth than relying on seasonal sales events.
What’s next?
Retailers must stay agile, prioritise inventory discipline, and invest in building lasting customer relationships. With market conditions still shifting, conservative forecasting and operational flexibility will be key to navigating the months ahead.
It’s a challenging environment, but with the right strategies, there’s opportunity for resilience and growth.