The cost-of-living crunch could see this Black Friday become one of the biggest on record, as new data finds three-quarters (75%) of Australians’ reign in their shopping spend a month before Black Friday as they prepare to splurge.

Last year, local retailers expected more than $6 billion to be spent over the Black Friday sales period and there’s a projection that this year could be even bigger.

New data from messaging services provider, Esendex Australia found that marketers need to be ready early – with 59% of Australians also wanting to hear about sales up to a month before Black Friday.

It’s a sentiment shared by health and wellness retailer, GR8Health. Director, Sam Godfrey says both Black Friday and Cyber Monday for online retailers like themselves can be a lighthouse in the tough economy.

“We have used personalised marketing for five years. We see a triple response rate for SMS marketing compared to email marketing. With SMS marketing we see a 3.5% to 4% conversation rate which is huge for our business,” Godfrey said.

Esendex general manager, Jonathan Walsh says the data pool showed that Australians are seeking personalised marketing with text and email the two avenues of choice. “Getting your marketing campaign fit and ready for the spending season is critical to success.”

The following Esendex resources can help businesses navigate this critical time of year: 

Peak Season Survival Guide:

Black Friday eBook:

Black Friday blogs: