New Roy Morgan research suggests that the idea of what is considered a low price in Australia is shifting, with global online marketplaces making expectations even lower as peak retail season kicks off with Black Friday sales.

Kmart and Big W still lead on value perception, with 58 per cent and 45 per cent of Australians associating the brands with low prices. But most traditional discount chains have lost ground in the past five years, while online heavyweights have made gains. Roy Morgan says The Reject Shop’s score has fallen 18% points since 2020, Big W is down 10%, and Target is down 7%. In the same period Amazon has gone up 7% points.

The shift accelerated in the past year. Temu’s low price association has risen from 34 to 41 (+7% points) since October 2024, overtaking The Reject S

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