Rising Star Signs and Falling Prices: Astrology Is Shaping Aussie Shopping Habits Ahead of Black Friday

Mercury might be in retrograde this November, but will it be your star sign or your wish list guiding what ends up in your shopping cart?

New research from Samsung Electronics Australia reveals that nearly one third (31%) of Australians surveyed admit they have made a shopping decision in the past based on astrological timing, while more than half (53%) have been guided by astrology at some point throughout the year[1].

With Black Friday looming, the ever-growing prospect of stocking up on gifts ahead of the holiday season can make for an overwhelming time of year. However, research has uncovered that sometimes an element of divine intervention could be a deciding factor in what ends up in our shopping carts.

Financial behaviour expert and astrology enthusiast, Emma Edwards said “This November, Black Friday falls in a Mercury retrograde, so your star sign could be influencing your shopping habits. As someone who’s used a horoscope as an excuse to treat myself, I get it. But don’t let the planets derail your budget – stick to your list, shop with a clear head, and set a ‘walk-away’ price before you buy.”

Aussies let astrology guide their carts

Each star sign carries its own approach to shopping, Scorpios (28%) and Aquarians (28%) are most likely to agree that astrology influences what they buy, making them the most astrology-driven shoppers[2].

Geminis are often on the more indecisive side, which makes them the most likely to be practical and plan ahead when shopping (49%). This is mirrored by Leos’ thought process, being the most likely to rely on sales to find them based on astrology and divine timing (19%).

When it comes to what is actually in their carts, Aquarians (50%) are eyeing new phones, Leos (38%) are ready to upgrade their TVs, and Cancers (23%) are keeping things spotless this Black Friday with a new vacuum[3].

Tech tops this year’s Black Friday must-have list

Black Friday marks a key moment in the shopping calendar, with 93% of Australians surveyed planning to browse or shop the sales this year, with nearly one in two (47%) prepared to spend up to five hours hunting for the perfect deal online or in store[4].

Technology will again take centre stage this year, with more than half of Australians (58%) saying Black Friday sales will inspire them to invest in home tech or devices that make life easier. New mobile phones are a top priority this year, with 42% of Australians picking a new smartphone over anything else, while 58% agree they will be in the market this November for home tech or devices that simplify their lives[5] .

Shopping styles also differ across the country. Shoppers in the Northern Territory (40%) are the most likely to buy on impulse, while Queenslanders (46%) take a practical approach by planning ahead. Meanwhile, NSW shoppers (30%) are most likely to go with the flow, letting deals guide their decisions[6].

Samsung kicks off its Black Friday with exclusive deals available on Samsung.com/au from today until 19 November, with additional Black Friday offers to be announced later in November.

Top Samsung deals to watch in the 2025 Black Friday sales:

• Samsung Galaxy Z Fold7 – save $400
• Samsung Galaxy A56 5G – save $100
• Samsung Galaxy Tab S11 Ultra – save $400
• Samsung Galaxy Tab S11 – save $300
• Samsung Galaxy S10 Lite 5G – save $300
• Samsung Bespoke AI Jet Lite Premium Stick Vacuum – save $400
• Samsung 11KG Front Load Smart Washer – save $250
• Samsung 55” The Frame 4K Vision AI Smart TV – save $300
• Samsung 85” Neo QLED 4K Vision AI Smart TV – save $500
• Samsung 32” Smart Monitor M7 M70F (White) 4K Samsung Vision AI – save $170

To learn more about Samsung’s Black Friday deals, visit www.samsung.com/au/offer/black-friday-sale/.

[1] Based on the research commissioned by Samsung Electronics Australia, conducted independently by Pure Profile, an Australian owned Data and Insights business that sampled over 1,000 Australians aged 18–40. The fieldwork was conducted between 31st October to 3^rd November 2025. Total sample; Unweighted; base n = 1038

[2] Based on the research commissioned by Samsung Electronics Australia, conducted independently by Pure Profile, an Australian owned Data and Insights business that sampled over 1,000 Australians aged 18–40. The fieldwork was conducted between 31st October to 3^rd November 2025. Total sample; Unweighted; base n = 1038

[3] Based on the research commissioned by Samsung Electronics Australia, conducted independently by Pure Profile, an Australian owned Data and Insights business that sampled over 1,000 Australians aged 18–40. The fieldwork was conducted between 31st October to 3^rd November 2025. Total sample; Unweighted; base n = 1038

[4] Based on the research commissioned by Samsung Electronics Australia, conducted independently by Pure Profile, an Australian owned Data and Insights business that sampled over 1,000 Australians aged 18–40. The fieldwork was conducted between 31st October to 3^rd November 2025. Total sample; Unweighted; base n = 1038

[5] Based on the research commissioned by Samsung Electronics Australia, conducted independently by Pure Profile, an Australian owned Data and Insights business that sampled over 1,000 Australians aged 18–40. The fieldwork was conducted between 31st October to 3^rd November 2025. Total sample; Unweighted; base n = 1038

[6] Based on the research commissioned by Samsung Electronics Australia, conducted independently by Pure Profile, an Australian owned Data and Insights business that sampled over 1,000 Australians aged 18–40. The fieldwork was conducted between 31st October to 3^rd November 2025. Total sample; Unweighted; base n = 1038