In this Q&A, Myer chief customer officer Geoff Ikin reveals Black Friday wins from recent years and shares his predictions for 2024.
Why is Black Friday important?
Black Friday at Myer is the ultimate shopping event, offering outstanding deals across every category, just in time for the festive season. Customers can shop with confidence, with savings of up to 70% both in-store and online, ensuring they get a head start on their Christmas wish lists. Myer One members get exclusive early access to our great range of offers, taking advantage while stocks last.
What does Myer expect from Black Friday this year?
At Myer, we expect Black Friday to be the biggest shopping event of the year, with more customers taking advantage of early access to savings and incredible offers across every category. It’s become a key moment for customers to secure great deals on gifts, household essentials, and personal treats, and we’ve tailored our offerings to ensure there’s something for everyone. With up to 70 per cent off selected items, we anticipate strong engagement both in-store and online as shoppers get ahead on their festive season preparations.
How have shoppers adapted to the sales?
Shoppers have become more strategic and proactive during Black Friday, with many planning their purchases in advance to make the most of the deals. We’ve also seen an increase in customers using loyalty points through programs like Myer one or pay-with-points partnerships, such as Commbank, Virgin, and Amex, to maximise their savings. Customers are shopping across multiple categories, from gifting, beauty and fashion to homewares, with a strong focus on value.
What are customers buying this year?
This year, we’re seeing customers taking advantage of cookware and kitchenware deals, preparing their homes for holiday entertaining. Fashion continues to be a strong performer, and beauty remains a popular choice, with shoppers snapping up savings on big brands such as Lancôme, Giorgio Armani, Prada, Marc Jacobs & more.
Are you seeing more customers shop online this year, and how are you adapting to that trend?
Yes, the shift towards online shopping continues to grow, and we’ve adapted by enhancing our digital experience. From streamlined navigation and personalised recommendations to convenient Click & Collect and delivery options, we’re making it easier for customers to shop with us online. Additionally, our exclusive Myer one early bird benefits are designed to reward loyal online shoppers while maintaining a strong in-store presence for those who prefer to shop in person.
What are the offers?
Myer has incredible one-day-only offers for Black Friday through to Cyber Monday across all categories, including up to; 70 per cent off selected cookware, 50 per cent off homewares; 40-50 per cent off men’s and women’s fashion; 30 per cent off toys and up to 30 per cent off selected fragrances and cosmetics from big brands including Lancôme, Giorgio Armani, Prada, Marc Jacobs & more.