More than half (53%) of Australians have regretted a purchase or had a negative experience during Black Friday sales, according to a survey by consumer group Choice. The research found that 52% of shoppers spent more than intended, while 48% bought items they did not need.
Choice journalist Liam Kennedy warned that retailers use tactics such as false urgency and misleading discounts to pressure consumers. “Retailers are doing every trick in the book to get people to make a purchase, and our research shows people are often left feeling pressured or disappointed,” he said.
The Australian Competition and Consumer Commission (ACCC) has announced a sweep over the Black Friday period to identify dubious sale tactics, including misleading “store-wide” claims, deceptive “up to X% off” offers, and false urgency through inaccurate countdown timers. In June 2025, retailers Michael Hill, MyHouse and Hairhouse Online paid penalties for allegedly making false and misleading representations about their Black Friday sales.
To avoid buyer’s remorse, Choice urges consumers to compare prices across retailers, check fine print, and research product reviews before purchasing. Shoppers should also be wary of expensive add-ons and always check return policies in advance.
