Australia’s Black Friday Sales — and the Rise of the ‘De-influencer’
Key Points
– Black Friday has not even arrived yet but many of the sales have already begun in Australia.
– Drastically reduced prices are tempting but influencers are questioning the value of people owning so much stuff.
– Australian consumers may be expected to spend big on Black Friday sales but some small businesses won’t take part.
Introduction
If you’ve checked your emails or scrolled through social media lately, you will likely have been bombarded with emails and ads about Black Friday sales. As the fictional Australian character Darryl Kerrigan once proved, it can be hard to resist a bargain. “If you get ‘em for half price, it’s a bargain,” he said in the film The Castle while considering the purchase of a secondhand pair of jousting sticks. But while Black Friday and Cyber Monday sales seem to start earlier every year, encouraging Australians to potentially make even more purchases than the last, more content creators are turning to social media to discourage consumption.
When is Black Friday this year?
Black Friday sales originated in the United States, where businesses offered sales on the day after Thanksgiving. Online retailers soon coined the term ‘Cyber Monday’ for sales offered on the following Monday. This year, Black Friday falls on 29 November. But some brands appear to have started early. Marketing and social media expert Meg Coffey, who lives in Perth but is originally from the US, said she finds it bizarre this sale has caught on in Australia. “It used to be because malls were the only things open on the Friday after Thanksgiving, you’ve been cooped up inside and the only place you could go was the movies or the mall,” she said. “But Australia doesn’t even have Thanksgiving.” Coffey said she had noticed more online adverts and emails about Black Friday sales this year. “They seem to have started at the beginning of November,” she said. Financial educator Serina Bird said she had noticed the sales were happening “earlier and earlier every year”. “It’s quite phenomenal how this has really replaced the Boxing Day sales,” she said. She said the timing of Black Friday sales was just far enough from Christmas to avoid “a mad rush the week before” and meant items could be shipped in time for the exchange of gifts. Increased retail activity as a result of Black Friday sales has previously been observed by the Australian Bureau of Statistics, which also noted in 2023 that retailers had begun their sales earlier and run them for longer, compared to previous years. Myer and David Jones are among the department stores that had dropped prices more than two weeks ahead of the official Black Friday.
Underconsumption core
But some content creators on social media are pushing back. Accounts, such as those run by British woman Charlie Gill (@lifebeforeplastic on Instagram) and American Alyssa Barber (NewsLifestyleABB on Youtube) share anti-materialism content about reducing consumption. They’re referred to by some as “de-influencers”. These creators may post content using hashtags such as #unaesthetic or #nonaesthetic that feature everyday items deemed functional, but not desirable by others. They talk about reusing or repurposing items they own and resisting new ones, often labeling their content as “underconsumption core”. As well as espousing environmental and financial benefits, such de-influencers also often share posts about appreciating what they already have and enjoying experiences rather than items.
What is de-influencing?
De-influencing emerged as a growing trend on social media at the beginning of 2023. It challenged the status quo on platforms such as Instagram and TikTok, where influencers use the social capital they build with their followers to create desirability for certain products. Content creators began offering negative feedback on items, calling out over-hyped products and even suggesting cheaper alternatives to high-end makeup and skincare ranges. Shasha Wang, a senior lecturer in the school of advertising, marketing and public relations at the Queensland University of Technology, said there is a growing number of people on social media who are urging people to put greater consideration into their purchases. She said the de-influencer movement, which resulted in content creators providing more than just positive reviews of items, had “evolved” as more individuals sharing sustainability messages on social media grew their followers. When the term was first used, Wang argued it was “not actually talking about de-influencing”. “They just wanted to say, ‘don’t buy that product, buy mine’. But now I think it’s evolving in a way that people who are really interested in encouraging less consumption and environmental protection have started finding their voice on social media.”
What influence do de-influencers have?
Wang believes the trend is a “positive” one, and could act as a reminder to consumers to put greater consideration into some of their purchases. However, she does not think the movement would make a huge difference on spending in the current and upcoming sales. “The impact won’t be large enough that half the people stop buying [items]…
Conclusion
As Black Friday sales continue to gain momentum in Australia, the emergence of de-influencers on social media provides a refreshing perspective on consumption and challenges traditional notions of shopping. While many consumers are enticed by the allure of discounted prices and sales, the rise of underconsumption core content creators highlights the importance of mindful purchasing and appreciating what one already owns. As the holiday season approaches, it will be interesting to see how the influence of de-influencers may impact consumer behavior and attitudes towards consumption.
FAQs
1. What is the significance of Black Friday in Australia?
Black Friday has become a significant shopping event in Australia, with retailers offering discounts and promotions to attract consumers ahead of the holiday season. While some businesses participate in the sales event, others choose not to take part.
2. Who are de-influencers and what do they promote?
De-influencers are content creators on social media who advocate for anti-materialism and encourage followers to reduce consumption. They focus on reusing, repurposing, and appreciating what they already own, promoting sustainability and mindful purchasing habits.
3. How has the de-influencer movement evolved over time?
The de-influencer movement has evolved from initially providing negative feedback on products to promoting sustainability and environmental protection. Content creators are now using their platforms to encourage less consumption and highlight the importance of conscious consumer choices.
The Rise of De-Influencers: A New Movement Challenging Consumerism
In a world dominated by influencers promoting consumerism, a new movement known as de-influencers is gaining traction. These individuals are urging people to rethink their purchasing habits and opt for a more minimalist and conscious approach to shopping. But what exactly is driving this movement, and how is it shaping the way we make purchasing decisions?
The Power of De-Influencers
Coffey, on the other hand, raises questions about the intentions of influencers who promote consumerism. She suggests that many influencers are driven by the desire to sell products rather than genuinely help their followers make informed choices.
Retailers Saying No to Black Friday Sales
Understanding the Psychology of Buying
Wang, an expert in consumer behavior, explains that brands leverage the concept of scarcity to create a sense of urgency and encourage impulse buying. Limited-time offers and limited quantities create a fear of missing out, compelling consumers to make quick decisions to secure a perceived bargain.
Conclusion
The rise of de-influencers and the backlash against consumer-driven events like Black Friday highlight a growing shift towards conscious consumerism. As individuals and businesses alike reevaluate their purchasing decisions, a greater emphasis is placed on sustainability, ethics, and value over mindless consumption. By challenging traditional notions of consumerism and promoting a more mindful approach to shopping, de-influencers and ethical brands are reshaping the way we engage with the marketplace.
FAQs
What is the de-influencer movement?
The de-influencer movement is a growing trend that advocates for mindful spending, critical thinking, and conscious consumption. De-influencers encourage individuals to rethink their purchasing habits and prioritize quality over quantity.
Why are some retailers opting out of Black Friday sales?
Some retailers, like Wah Wah Australia, choose not to participate in Black Friday sales due to concerns about over-consumption, unsustainable practices, and the inability to compete with larger retailers’ deep discounts. These businesses prioritize sustainability, ethical practices, and customer value over short-term profit gains.