Australian retail sales rose 4.7% year-on-year for December 2025. This was a solid end to the year and the December quarter showed growth of 5.8%, which was above trend. It is important to call out the strength of non-food, which was 7.1% across the December quarter, an unusually strong result. We believe we have just seen the peak in retail sales growth, with a gradual slowdown over 2026 likely.

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.

The 2025 festive season is shaping up as a good one for consumers. They are opening their wallets and buying bargains. The challenge for retailers is the spend is not evenly distributed. Consumers bought more in November and may buy less in December. We have had positive sales feedback for furniture, auto and online and expect these to do well over 1H26e. At the other end of the spectrum, we have had weak sales feedback on footwear and liquor. The challenge for electronics is lapping incredibly good growth from November and December 2024. Using Visible Alpha consensus as the reference point, we see downside risk to sales for JB Hi-Fi, Harvey Norman and Endeavour. Retail has been more promotional and 1H26e risks to gross margin also exist. At EPS, we see downside risk for Accent, JB Hi-Fi, Endeavour Group and Myer. For those wanting a more light-hearted take, further down we have our Christmas gift ideas.

The link provides a presentation associated with a webinar we held. The webinar addressed our retail sales forecasts for FY26. We addressed the crucial time for retailers that is the festive season and how trends may shift across retail categories. While the macro-economic backdrop is conducive, what will it take to see stronger sales 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 retailers have had a good Christmas. Even with a bigger Black Friday, consumers were in the mood to spend at Christmas and a late surge in sales is likely to lead to good growth. Sales trends are likely to be at least 1% better than the September quarter. In addition to good sales, few retailers are complaining about margins. While sales growth has been good, margins are already high and cost growth is elevated.

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.

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. 

Australian retailers have had a decent Christmas in 2023, particularly compared with low expectations amongst retailers and investors. Supermarkets traded solidly and electronics demand improved from very weak levels. Liquor and apparel are still trending at very low rates of growth. There is consensus upgrade risk to retailers, particularly Harvey Norman and Super Retail Group. While sales trends are slightly better, the strength of gross margin is the most significant driver of better earnings. The retailer where feedback has shifted most positively is Harvey Norman.

Australian consumers appear to be in the mood to celebrate Christmas and retail spending is likely to be better than “feared” by many this year.The lead-up before Black Friday was soft, but Black Friday promotions stirred up demand and the ramp into Christmas is likely to be sufficient to lead to better than consensus outcomes. We see upside risk to earnings for 1H24e for Super Retail Group, City Chic, JB Hi-Fi and Wesfarmers. While near-term earnings upside exists, we remain cautious because the path over the next two years is challenging with sales growth likely to remain below cost growth.