JB Hi-Fi sales fall as Australian shoppers await deals

Summarised from 2 outlets · 3 reports · Updated 28 Oct, 23:15 · Archive

Australian electronics retailer JB Hi-Fi reported comparable store sales fell 1.4 per cent in its first quarter as customers delayed purchases to wait for promotional events.

JB Hi-Fi reported comparable store sales fell 1.4 per cent in Australia in its first quarter of 2026/27, revealed ahead of its annual general meeting on Thursday. The company said it continues to see heightened competitive activity with customers focused on value and increasingly shopping during promotional events. Sales slowed further in October ahead of the Black Friday bargain hunting and Christmas trading periods.

The weakness extends across the group. Total sales growth at JB Hi-Fi for the three-month period to the end of September was down 0.4 per cent. Its Good Guys subsidiary also saw comparable sales growth fall 0.4 per cent. Only its New Zealand business showed strength, with comparable sales soaring 10.7 per cent, while its e&s bathroom business slipped 4.5 per cent.

Chief executive Nick Wells told investors that promotional sales periods have become increasingly important as customers seek value in a market dominated by cost of living concerns. In August, after the group pointed to a softer sales environment in the first four weeks of its financial year starting 1 July, JB Hi-Fi's shares dropped 12.3 per cent to $71.65. The stock closed at $70.66 on Wednesday.

How it is being reported

• Bargain hunters blamed for sales dip at major retailerJB Hi-Fi says sales in October have been slowed ahead of the Black Friday and Christmas trading periods, after a lacklustre performance in its first quarter.Perth Now · 28 Oct, 22:49
• Bargain hunters blamed for sales dip at major retailerJB Hi-Fi says sales in October have been slowed ahead of the Black Friday and Christmas trading periods, after a lacklustre performance in its first quarter.The West Australian · 28 Oct, 22:49
• Sales slowdown at JB Hi-Fi as wary shoppers wait for dealsThe latest results from one of Australia’s biggest retailers has offered a grim prediction of what may lie ahead for the sector as it heads into the vital festive season trading period.The West Australian · 28 Oct, 22:44

In this story: JB Hi-Fi · Nick Wells · Australia

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