When Sales Spike but Brands Struggle: The New Reality of Ecommerce

Black Friday has officially become Australia’s retail Super Bowl — but is that actually a good thing? In Episode 118, Mal and Alex unpack Australia Post’s biggest day ever ($1.5 billion in a single hit), why activewear keeps winning the sales race, and what it means when demand gets squeezed into just a few frantic days a year. From supermarkets racing for last-mile convenience to Lululemon’s very public identity wobble, this episode is a sharp end-of-year reality check for Ecommerce brands heading into 2026.

In this episode, we cover:

• Australia Post’s busiest day ever and what $1.5B in Black Friday spend signals for the market

• Why demand is concentrating into fewer days — and why that’s risky for cash flow

• Activewear’s continued rise (and why promotions are doing the heavy lifting)

• Woolworths, Coles and the battle for instant delivery via DoorDash and Uber Eats

• How convenience shopping is quietly reshaping consumer behaviour (and budgets)

• Lululemon’s CEO exit, founder criticism and the fight to stay culturally relevant

• Why “playing it safe” can slowly kill a once-iconic brand

• Australian fashion retailers slashing inventory by up to 60% — smart reset or overcorrection?

• Practical advice on stock forecasting, supplier negotiation and protecting cash flow

• Why 2026 could be a healthier year — if brands don’t forget how to take risks

Key takeaway:

Growth isn’t just about selling more during peak — it’s about staying relevant, managing cash wisely, and giving customers a reason to come back the other 360 days of the year.