Författare: Park Thaichon Associate Professor of Marketing University of

Tomorrow is Black Friday, the official beginning of one of the biggest sales events of the year.

With so many consumers still feeling the cost-of-living pinch, it’s expected to once again bring bargain hunters out in droves.

While some sales have already started, market research company Roy Morgan estimates Australian shoppers will spend a record $6.7 billion over the four-day shopping window. That’s up more than 5% on last year.

For Australians, it’s one of three big annual sales events. The others take place at the end of each financial year (EOFY) and on Boxing Day.

Despite being a recent entrant to Australia, Black Friday has quickly become one of the most important shopping days of the year.

For consumers, navigating these sales and dodging the marketing tricks played by retailers is no mean feat. Here’s what you should know.

What exactly is Black Friday?

Black Friday as a major sales event originated in the United States. It falls on the day after Thanksgiving, which is celebrated on the fourth Thursday of November each year.

A four day sales window then typically runs over the weekend after Thanksgiving, including “Cyber Monday” – a similar event that was set up more recently to encourage online shopping.

Black Friday originated in the US but has become popular around the world.
Nelson Antoine/Shutterstock

But as you might have noticed, this official start date doesn’t prevent retailers from discounting products earlier, something many do.

Australians don’t officially celebrate Thanksgiving. Nonetheless, the sales event has gained significant traction here over the past decade or so.

This was initially driven by big US companies operating here, such as Apple and Amazon. But it was soon adopted and ultimately embraced by Australia’s own big retailers.

Some Australian retailers now say Black Friday has already overtaken Boxing Day to become their most important sales event, a standing it could well cement further this year.

It’s been a similar story across much of the world. Countries including Canada, Brazil, France and the UK all now mark the occasion with their own big sales events.

How do big sales work?

Black Friday and other big sales events are designed to create a sense of urgency. They lean heavily into the phenomenon known as fear of missing out – called FOMO for short.

Retailers know that shoppers feel the pressure to buy when they think they might miss out. This is called scarcity marketing.

Retailers have ways of creating artificial scarcity, which can pressure us to make purchase decisions that aren’t in our best interests.

You’ve probably seen phrases in stores and online such as “only two left!” or “today only”. These tactics are designed to make you act.

Retailers often aim to create a sense of urgency and scarcity.
Diego Fedele/AAP

The extent of savings can also depend on retailers’ dynamic pricing tactics. Many businesses use algorithms to adjust discounts in real time based on customer demand, inventory levels and competitor trends.

Popular items may start with small discounts, while less popular products get larger price cuts to attract interest.

How to be a savvy shopper

With these factors in mind, there are a few strategies that can help you you keep a clear head.

One tactic is to create a shopping list and understand the importance of sticking to predetermined purchase decisions and a predetermined budget. Prioritise needs over impulsive wants.

For example, if you need to replace an old keyboard amid a big sale, set a budget before you start looking, and try to avoid buying an entirely new computer just because it’s discounted in-store.

Shoppers should prepare for fluctuating prices, while being cautious of tactics such as artificially inflated “fake” discounts, where original prices are exaggerated to make savings seem more appealing.

Our previous research has shown price promotion can trigger customer emotions such as surprise and lead to anticipated regret, influencing their purchase decisions.

Our previous research has examined how emotions caused by discounts can evoke anticipated regret.
Kardasov Films/Shutterstock

Go in with a plan

Another tactic is to do some window shopping in the days or weeks beforehand. This allows you to check and research the products you’re interested in. Note down their non-sale prices for future reference.

Create a list of where to buy, along with a few alternatives. For shoes and clothing, try things on if you can and note down your size. That can help you act quickly once the sales go live.

And in the excitement of all the sales, don’t forget: if you don’t actually want or need anything, there’s always the option of not shopping at all. Läs mer…

Your landlord has just raised your rent by 10% and your mind starts running the numbers – should you cop it sweet or look to move?

It’s a familiar scenario in today’s unpredictable housing market.

Understanding the real costs of staying versus moving is essential for making informed choices: renters must consider hidden expenses such as moving costs, deposits and changing rental rates, giving them tools to handle rising rent pressures more effectively.

A grim time for many renters

National median market rents have hit record highs, reaching $627 per week, with an average annual growth rate of 9.1% during the past three years, according to real estate giant CoreLogic.

CoreLogic also reported annual rental changes (houses and units) in regional Australia are not far off from the big cities: annual rent changes were 9.4% for combined capital cities, 6.4% for combined regional areas, and 8.5% nationally.

So, is it better to stay or move if your rent is raised by 10%? Let’s examine the costs and benefits of each option.

A breakdown of typical moving costs

We’ll start with the most obvious expense: moving costs.

Professional moving services aren’t cheap. For example, moving a three-bedroom house in the Gold Coast costs $1,095.25 on average, with an hourly rate of $158.26.

In a bigger city like Melbourne, the cost is slightly higher at about $1,118.46.

The moving costs between states or cities will be more expensive if you move further away.

You could choose to handle packing yourself and hire some help with a truck – a common option with businesses such as “Two Men and a Truck”, which typically costs around $100 per hour.

Be aware, though, that the hourly rate often starts from the moment the truck leaves the company’s warehouse until it returns. Alternatively, you can rent a van for a lower price, such as $87 for a 24-hour Handivan rental at Bunnings.

Don’t forget the cost of moving boxes, too: Bunnings’ 52 litre moving cartons cost $2.66 each.

End-of-lease or bond cleaning is another common expense.

For a typical three-bedroom property, internal cleaning can range from $365 to $500.

If you have pets, or kids who love drawing on the walls, your cleaning costs might be a bit higher.

Now, let’s look at utility connection expenses that can catch people by surprise.

Cancelling your internet service can be costly if you don’t meet the exit or cancellation policies. With Telstra Home Internet, for example, if you cancel within the first 24 months, you must return your modem within 21 days to avoid a $400 non-return fee.

Most providers charge a cancellation fee or require final device repayments, typically ranging from $100 to $500, depending on the remaining contract period. As a renter, it might be wise to choose a no-lock-in contract plan to avoid these fees if you need flexibility.

Electricity and gas connection and disconnection fees are usually minor but can add up, often costing about $40 to $60 for connection and disconnection fees for electricity alone. If your house uses gas for hot water or cooking, you may have to pay additional fees for setting up service.

However, there are also non-financial costs, like the time spent searching for a new home, attending inspections, and putting in applications.

Moving takes effort and energy for packing, transporting and unpacking.

Some people feel emotionally attached to their current home, which can make leaving harder.

Older renters seem to draw strength from their familiarity with, attachment to, and enjoyment of their place and community. This is something to be considered.

Plus, moving can take an emotional toll.

The benefits of not moving

The clear benefit of staying is avoiding the hassle of relocating.

Staying means saving on moving expenses and avoiding the time spent searching for a new place, packing and unpacking.

This may also save some people from needing to take time off work.

Changing and updating an address is also another tedious task that can be avoided by staying.

Moving can hit the hip pocket with “after moving costs” that people may not initially consider.

For instance, a new location might mean a longer commute. If each trip adds just 15 extra minutes, that could amount to an additional 11 hours per month over 22 workdays.

For drivers, increased fuel and parking expenses might also come into play.

Is the current or new location closer to a supermarket, hospital, and school? This proximity could be beneficial or detrimental, depending on the surrounding environment and available services.

To move or not to move?

One point to note is that overall, moving costs are likely to be similar between big cities and regional areas if you get moving supplies or rent a van from a large company such as Bunnings.

In the end, moving costs will be around $2,000 based on the figures above, and it can be around $800 to $1,000 cheaper if you opt to rent a van instead of using a full-service moving company.

Therefore, if the current rent is $600 per week and is about to increase by 10% to $660, the additional cost would be $3,120 per year.

So is it cheaper to move or stay when your rent increases by 10%?

The answer is moving may save about $1,000 to $2,000, but comes with the hassle and emotional toll of relocation. Staying will be more expensive, but with less hassle and emotional strain.

The right choice depends on your situation. Läs mer…