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 marketWhy demand is concentrating into fewer days — and why that’s risky for cash flowActivewear’s continued rise (and why promotions are doing the heavy lifting)Woolworths, Coles and the battle for instant delivery via DoorDash and Uber EatsHow convenience shopping is quietly reshaping consumer behaviour (and budgets)Lululemon’s CEO exit, founder criticism and the fight to stay culturally relevantWhy “playing it safe” can slowly kill a once-iconic brandAustralian fashion retailers slashing inventory by up to 60% — smart reset or overcorrection?Practical advice on stock forecasting, supplier negotiation and protecting cash flowWhy 2026 could be a healthier year — if brands don’t forget how to take risksKey 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.