11 November 2026
The main sales shopping season is officially underway, with today marking Singles Day – though some Black Friday promotions are also already in full swing, Retail NZ Chief Executive, Carolyn Young, says.
Singles Day, popular in many Asian markets, is a day where single people treat themselves with gifts, and it has begun gaining in popularity here in New Zealand over recent years.
“While Singles Day is not the commercial giant that it is in many other parts of the world, we are seeing more Kiwi retailers getting involved and kicking off their promotional period with some Singles Day discounts,” Ms Young says.
“Our recent Retail Radar report found 5% of respondents are planning to participate in Singles Day, mostly made up of retailers in the clothing, jewellery, garden and pet supplies space. While that number is lower than the other main sales events that occur at this time of year, it is an opportunity for stores to put smaller, ‘treat’ items on special, and warm customers up for Black Friday, when big ticket items tend to go on sale.”
In contrast, the report found Black Friday is the sales period retailers are most likely to have marked in their 2026 calendar, with 43% of those surveyed planning to take part. New Year’s sales (35%) and Boxing Day (28%) were also identified as big opportunities to make sales.
“With so much riding on a strong fourth quarter for retail after a rollercoaster of a year, we are seeing more of our Retail NZ members planning to increase their promotional efforts compared to last year,” Ms Young says.
“A third of retailers say they are increasing their discounting activity, which could explain the early onset of Black Friday sales we’re seeing. It’s also likely to be in response to spending habits since the Iran conflict sent fuel prices through the roof, with shoppers really only spending on essentials and when products are on special.”
The Retail Radar report did find most retailers are planning a similar Q4 approach to last year though: 75% say they plan to have the same staffing levels; 58% plan to offer the same discounts; and 47% plan on maintaining current stock levels.
“Retailers are mostly feeling positive about what the next seven weeks of trading will bring, with 33% expecting to have increased sales compared to last year, and 47% expecting to having similar takings,” Ms Young says.
She says with only about 50 shopping days until the end of the year, retailers will be hoping for a strong finish to what has been a topsy turvy 2026.
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