Retail advertising in Australia is no longer concentrated on one calendar peak; our media value data indicates that June 2026 was the most significant month ever for retail ad spending, surpassing the November Black Friday peak by 12.9%. Behind this figure, companies are altering their media strategies. Television advertising remains the largest channel in Australia, and offline spending rose 48.26% year on year in the fourth quarter. At the same time, trends in social media ad spending show that Black Friday campaigns are now being launched about 90 days in advance. The current Australian advertising trends send a clear message: the brands that plan for two peaks and begin earlier are in the best position to gain share of voice when the shopping season begins.
Retail spend is concentrated, and EOFY is a rising rival to Black Friday
The data indicates that 10 sectors account for 48.6% of the total retail advertising expenditure in FY26, with Restaurants contributing 7.4% and Automotive 6.8%. Among the creatives in our media library last quarter, one in five was categorised as being retail and included a particular price point, offer, or incentive. Since EOFY is now exceeding Black Friday in terms of recorded spending, marketers who base their budgets on a single peak in November might be underallocating to the mid-year period.
TV ad spend in Australia and the wider media mix
Television is the single biggest channel, accounting for 22.39% of retail spending, slightly more than Digital Display at 21.85%. Video and TV-led formats make up almost 50% of the budget, while digital display and social media together account for 34%. The media value data also indicates:
- The automotive sector is the largest spender, exceeding the next closest industry by $32.2 million in just the fourth quarter of fiscal year 26.
- The automotive, gaming and gambling, restaurants, and furniture sectors all invest more than $50 million each year in metro TV.
- Offline spending increased by 48.26% year on year in the fourth quarter, with spending on free-to-air TV accounting for this rise at 34.85% year on year. Total spending for the quarter amounted to $164 million.
Social media ad spend trends: Black Friday starts early
Bigdatr’s media library indicates that seven advertisers began paid social Black Friday campaigns in August, while ten further did so in September. In 2025, the average campaign did not start until the second week of November. Those who are early adopters are using social media to build top-of-funnel audiences, and our data shows that they will then move on to digital display for retargeting as the peak arrives.
Top advertisers in Australia: B2B moves first, B2C follows with offers
In the early months, B2B advertisers are far more numerous than B2C ones. Australia Post, DHL Express, Shopify and Google for Business all schedule their campaigns more than 70 days in advance of Black Friday, making use of real customer voices and data-supported messaging, for example stating there has been a ‘4x cut in delivery enquiries’ or the fact that ‘81% of shoppers research deals early’. The Advertising Creative library includes, as a clear example, Australia Post’s 30-day Paid Social and Out of Home campaign (from 16 August to 14 September 2026). B2C companies are launching their promotions early in order to get ahead of the competition. According to our media library, Black Friday advertisements are already online, with the ones that stand out featuring clearance sales, 72-hour countdowns and strong ‘Shop now’ calls to action. On 11 September, StreetX ran a one-day Paid Social campaign which promoted a sale across the entire site with discounts of up to 40%.
What this means for marketers
- Aim for two peaks. The EOFY sales have already exceeded those of Black Friday.
- Begin earlier. Social campaigns are now being launched about 90 days in advance.
- Assess the different media channels your competitors use. It is essential to know where they allocate their funds across television, digital, and social media.
For the full analysis, download the Big Insight Report: Retail, September 2026.
Note: Figures are correct at the time of publishing and are an indicative snapshot. Media Value data is continuously updated, so log in to your account for the latest numbers.
These insights come from Bigdatr, which combines near real-time Advertising Creative and Media Value data for 95,000+ brands across 13 key industries. You can uncover more insights on Australian advertising trends, top advertisers in Australia, competitor creative and share of voice. Start a free trial or contact us to see how Bigdatr can back your next ad-spend decision with real market data.
References
Bigdatr Australia, Media Value data.
