We have gathered feedback from a range of retail industry contacts to gauge the initial read on Christmas trading. In short, sales trends have been good. It was a strong Black Friday month in November, early December was soft, but there was a noticeable improvement in sales in the last two weeks of December. Strongest feedback is for Chemist Warehouse and the furniture industry. The weakest feedback is in footwear and liquor, albeit Endeavour Group has won share. Woolworths had a strong December quarter, which largely reflects strikes from the pcp. Its underlying performance looks to be still lagging a little. The key risk for 1H26e will be gross margin. When we combine the sales and margin feedback, the EPS upside risk to consensus could come from Super Retail Group and Sigma. There is downside risk for JB Hi-Fi, Endeavour and Myer in our view.

Australian retail sales rose 6.9% year-on-year in November 2025 according to ABS data. The shift of ABS data source does makes us cautious about the magnitude of the reported strength in sales. Even so, it does suggest another strong month in non-food. Household goods such as furniture, electronics and hardware, had the strongest growth up 10.6%. At-home food and liquor was weakest at 3.6% growth.

The festive season will ramp-up for retailers in the next few weeks. The consumers’ embrace of Black Friday has resulted in November sales now representing a bigger share of the annual calendar in Australia compared with the US, UK and NZ. The timing and high base makes it difficult to see a strong festive sales period in 2025. We forecast non-food sales to rise 4.0%, a slight dip on recent trends. While the sales backdrop will be decent, the risk is retailers discount earlier this year given higher inventory for some. We highlight Accent Group and Lovisa as retailers with elevated inventory levels.

Australian retail sales rose 4.0% in December 2024, with some notable outliers across segments. Electronics was up 11%, furniture up 8% and pharmacy up 7%. On the other hand, department stores, supermarkets, liquor and recreational goods were all very soft. Some of the shifts reflect the baseline with December compound annual growth rates actually slower than November for all categories other than hardware and liquor.

Australian retail sales rose 4.1% in November 2024. In non-food retail, sales were up 4.0%, while the CAGR growth over five years was 7.3%. November benefited from a bigger Black Friday event but also from warmer, drier weather. Supermarkets, liquor, fashion and cafes/restaurants all had much stronger growth. The sales trends have improved in recent months, which may be a little stronger than true trends because of favourable weather and the heavier discounts enticing shoppers. We expect some softness in the March 2025 quarter.

The outlook for retailers this festive season is constructive. Perhaps it is best characterised as a sign of the times where consumers are acting cautiously but do have money to spend. Therefore discounts are working. Black Friday event sales were likely up 4%-7% for many retailers based on our feedback. We expect the strongest growth was online. Amazon took share. Home appliances, fashion and beauty have done best. However, there are more discounts.

Australian retail sales rose 3.8% year-on-year in October 2024. It was a strong month for non-food retail up 5.1%, which is above long-term trends. It is uncommon for non-food to outperform, but the combination of good household income growth and a softer September has brought out shoppers. Pharmacy, cosmetics, recreational goods and online were the strongest growing categories. Our feedback on Black Friday sales suggests November will show solid growth too. We may see some weakness in December as promotional fatigue sets in.

Accent Group will provide a trading update at its November AGM. Like-for-like sales growth for the first seven weeks of FY25e was 3.5%. We expect trends to have slowed slightly and forecast 1H25e like-for-like sales of 2.8%. We have included the recently announced distribution agreements to our forecasts.  We also consider peer commentary on gross margin and competitive behaviour.

The festive season is the key profit driver for almost all Australian retailers. Its shape has shifted meaningfully over the past decade as Australian shoppers have embraced Black Friday promotions. We expect an even bigger November sales period in 2024 as more retailers and consumers position for Black Friday deals. While November gets bigger, it has largely been at the expense of December sales. The timing of promotional events is also shifting a little and we may see promotions earlier in November this year. The primary risk for retailers is longer, deeper discounting impacting gross profit margins. 

We have updated our retail sales forecasts, which are modestly higher in FY25e and slightly lower in FY26e. We forecast FY25e retail sales growth of 3.2% (prev 2.9%) and the largest driver of our revisions is stronger non-food online sales growth. A retail recovery is underway, because this year has unquestionably strong household income growth, which sets a solid base for retail spending. However, households have a low savings rate, which detracts from the upswing. We expect a more notable pick up in household goods and online with softer sales in dining out for FY25e.