Sales during the Black Friday period increased, according to new data from Stats NZ, signalling potential “green shoots” for the retail sector as it heads into the Christmas trading season.
The Electronic Card Transactions (ECT) report shows total retail card spending in November 2025 rose 1.6 per cent year-on-year. Core retail spending increased 2.1 per cent, while seasonally adjusted spending rose 1.2 per cent.
Retail NZ CEO Carolyn Young said the figures are encouraging as the industry enters its peak trading period.
“We have seen positive numbers across retail, with consumables up 4 per cent, durables up 0.8 per cent, and apparel up 0.7 per cent compared to November 2024 – all good signs that we may be coming out of the back of the recession,” she said.
Month-on-month data also showed gains from October 2025. Retail spending increased 1.2 per cent, and core retail rose 1.1 per cent. Non-retail categories, including medical, health, travel, postal and other services, increased 3.9 per cent.
Total November card spending reached $10 billion across 185 million transactions, averaging $55 per transaction.
At its November meeting, the Reserve Bank signalled the end of the easing cycle and projected growth in 2026. The bank also encouraged consumer spending to support economic activity.
“So it seems that the potential relief ahead signalled by the Reserve Bank may be here, but it will be important that November sales figures are a launch pad rather than a one of sales period,” said Young.
Retail NZ is urging consumers to buy from New Zealand–based retailers, both online and in-store, to support local businesses and keep spending within the domestic economy.
Purchases remain protected under the Consumer Guarantees Act, the Fair Trading Act and relevant health and safety standards.
Young noted ongoing cost pressures on retailers and said the organisation hopes recent sales results signal the beginning of a shift as the sector heads into 2026.
“Hopefully these sales numbers are a sign that we are turning the corner as retailers will be looking to 2026 as a year of recovery,” she added.
This aligns with broader shifts in promotional behaviour, as outlined in How retailers are changing their BFCM strategies compared to last year.
