Black Friday. It’s the official starting gun for the holiday shopping frenzy, a yearly tradition where self-control goes to take a nap and digital shopping carts become heavier than a black hole. But what if the chaotic rush isn’t just about impulse control and deep discounts? New research suggests your star sign might be playing a surprisingly big role in your spending habits.
A survey by Samsung Electronics Australia has uncovered a cosmic connection to consumerism, revealing that nearly one third (31%) of Australians admit to making a shopping decision based on astrological timing. Furthermore, over half (53%) have looked to the stars for guidance at some point this year, proving that when the price is right, so too must be the planetary alignment.
The Mercury Retrograde Warning
This year’s Black Friday is landing right in the middle of a Mercury retrograde, an astronomical event traditionally associated with communication breakdowns, travel delays, and general confusion—basically, the last thing you want when you’re trying to secure a TV deal before it sells out.
Financial behaviour expert and astrology enthusiast, Emma Edwards, sees the humour, but also the potential pitfalls. “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.”
It’s a cheeky warning: The stars might give you an excuse to splurge, but your bank account won’t be so forgiving.
Zodiac Sign Shopping Styles
The research delves into how different signs approach the shopping gauntlet, confirming what many already suspect: Scorpios and Aquarians (both 28%) are the most likely to confess their cart-filling decisions are influenced by divine intervention, making them the most astrology-driven shoppers.
Meanwhile, the famously indecisive Gemini has apparently developed a coping mechanism for the sales chaos, with 49% describing themselves as practical and planning ahead. A thoughtful strategy, or just the result of a long, drawn-out deliberation? We’ll let you decide. Leos, ever the optimists, are the most likely to rely on ‘divine timing’ to find the best sales (19%), suggesting they might just show up and expect the perfect deal to appear, basking in their own celestial good fortune.
When it comes to the items themselves, star signs are predictable: Aquarians (50%) are zeroing in on new phones, perhaps to better communicate their forward-thinking ideas. Leos (38%) want the biggest screen for their TV upgrade—after all, they are the stars of their own lives and need a stage to match. And the home-focused Cancers (23%) are prioritising a new vacuum, keeping their crab shells spotless.
Tech Takes the Lead
Regardless of your sign, the desire to shop is clear, with a huge 93% of Australians planning to browse or shop this Black Friday. Nearly half (47%) are prepared to dedicate up to five hours to the hunt, both online and in-store.
Technology remains the main event, with 58% of shoppers inspired to invest in home tech or devices that promise to simplify their lives. New mobile phones are the top priority (42%), reinforcing the trend that we want to be more connected, more efficient, and perhaps, more in sync with our digital universe.
Brands like Samsung are dropping some of its biggest Black Friday discounts across mobiles, wearables, TVs, and home appliances, offering tempting deals that could sway even the most budget-conscious shopper. Deals include the Galaxy Ring at 40% off RRP, the Galaxy Watch8 and Galaxy Buds3 Pro both at 35% off RRP, a massive save of $700 on a Q-Series Soundbar, up to $2,200 off OLED & Neo QLED Smart TVs, and up to $800 off French Door Fridges.
So, while the Mercury retrograde may be threatening to gum up the works, the data suggests that shoppers are prepared. Whether it’s the meticulous plan of a Gemini or the divinely-guided impulse of a Scorpio, everyone is searching for a sign, or a saving, to kick off the holiday season.
