Afterpay Day in 2025, Australia — its timing, how it works, and what to expect:

When is Afterpay Day in 2025?

• March 2025: The first Afterpay Day ran from Thursday, March 20 to Sunday, March 23 (from roughly 8 a.m. AEDT to 11:59 p.m.).

• August 2025: The second event will occur from Thursday, August 14 to Sunday, August 17.

What Is Afterpay Day?

Afterpay Day is a bi-annual, four-day shopping extravaganza in Australia, similar in scale to Black Friday. It features:

• Massive markdowns across categories like fashion, beauty, tech, homewares, appliances, and travel.

• Deals—some offering up to 70% off—available both online and in-store through participating retailers.

• While named after the “Buy Now, Pay Later” provider, you don’t necessarily need to use Afterpay to enjoy the discounts—most are open to all shoppers.

Special Features and Highlights

• Mystery Market in Sydney: On Thursday, August 14 at Pitt Street Mall, Sydney, Afterpay is hosting the “Pay It Forward Mystery Market”, where participants can randomly receive gifts or vouchers—bringing a fun philanthropic twist to the shopping event.

• Early bird deals: Many retailers start their discount offers before the official start date, so it pays to keep an eye out early.

Summary Table

Let’s dive in!

It’s a four-day sales extravaganza, held twice annually, that brings massive discounts across multiple retail categories. Pro tip: Many retailers begin offering early “pre-sales” ahead of the official start, giving savvy shoppers a head start.

2. What to Expect: Categories and Top Offers

Fashion

• Up to 70% off across major brands like The Iconic, ASOS, Cotton On, David Jones, H&M, Lululemon, Witchery, and more.

• Additional highlights: Aje (25% + further sale), Supre (25% off), White Fox Boutique (30% off).

Beauty & Health

• Deals abound at Adore Beauty (up to 40% off top brands), Oz Hair & Beauty (up to 70% off), Priceline, Sephora (~20% off with spend), Mermade Hair, ghd (up to 25% off + free gift), SkinCeuticals bonuses, Estee Lauder discounts, and more.

Homewares & Furniture

• Deep discounts on Coles of trusted retailers:

  • Temple & Webster (up to 40% off)

  • Ecosa (up to 35% off)

  • David Jones (up to 50% off selected items)

  • Adairs (clearance up to 50% off)

  • Bed Bath N’ Table (up to 70% off)

  • Emma Sleep, Freedom, Koala, House, I Love Linen, Linen House, Pillow Talk, and Bed Threads also featured heavily.

Tech & Appliances

• Stellar discounts from Dyson (up to $750 off), The Good Guys, eBay, Kogan, The Iconic, Adore Beauty, and Ray-Ban.

• Additional March highlights: $600 off Dyson Gen5detect vacuums, $250 off Dyson V8 Origin, 55% off Emma Luxe Plus Mattress, 20–30% off beauty at The Iconic, $300 off Braun shaver.

• TechLuminary March deals included Samsung Galaxy A55, HP Victus 16 laptops, Dyson Supersonic dryers, Skechers sneakers, UE Megaboom 4, etc.

Travel, Experiences & More

• Booking.com offering up to 20% off travel bookings.

• Red Balloon doing 12% off gift experiences with minimum spend.

• Fantastic Furniture, Origin Mattress, Ergoflex, and others also delivering sitewide deals.

Mystery Market (Sydney Only)

• On Thursday, 14 August at 8 a.m., the “Pay It Forward Mystery Market” will be held at Pitt Street Mall, Sydney.

• 1,000 mint-green boxes filled with two prizes—one to keep and one to give—valued at $200,000 total. Prizes include Webjet vouchers, LSKD sets, Hommey robes, Nintendo Switch 2 consoles, Dyson Airwraps, Ninja Creami, and more, featuring brands like CROCS, Petbarn, Red Balloon, and Prezzee.

3. Shopping Strategy Cheat Sheet