Black Friday 2026 Australia: Maternity & Nursing Bra Sale Guide

Last updated: 22 October 2026

When Is Black Friday 2026 in Australia?

Black Friday 2026 is on Friday 27 November. It always falls on the day after US Thanksgiving, which is the fourth Thursday of November. Cyber Monday follows on Monday 30 November, and most Australian retailers run their sales across the whole weekend.

Event	Date
Black Friday 2026	Friday 27 November 2026
Cyber Monday 2026	Monday 30 November 2026
Mumgerie Black Friday sale starts	Friday 20 November 2026
Mumgerie Black Friday sale ends	Sunday 6 December 2026

Do They Have Black Friday in Australia?

Yes. Black Friday started in the United States, but it is now one of the biggest shopping weekends in Australia. The Australian Retailers Association and Roy Morgan forecast that Australians would spend a record $6.8 billion over the four days from Black Friday to Cyber Monday in 2025, with around 6 million Australians expected to take part.

What's in Mumgerie's Black Friday Maternity Sale?

Mumgerie is an Australian-owned online store founded by Steph in Melbourne. We stock specialist maternity and nursing brands, and this year's Black Friday sale has 15% to 25% off our lingerie and self-care brands:

Brand	Black Friday discount
Panache	25% off
Hot Milk Lingerie	20% off
Cake Maternity	20% off
Willow By The Sea	15% off (excludes Belly Butter)
Sapon Soap	15% off
Nurture & Nest Co.	15% off

Here is what to look for in each category.

Nursing and maternity bras

Our maternity and nursing bra collection includes Hot Milk Lingerie, Cake Maternity and Panache, with wire-free, flexi-wire and underwired styles. Popular cup sizes sell out first, so check your size before the sale starts.

Maternity underwear

Our maternity underwear includes bamboo and lace briefs that sit comfortably under your bump. Briefs can't be returned for hygiene reasons, so check the size guide before you buy.

Maternity swimwear

If you have a summer babymoon or beach holiday planned, our maternity swimwear range is worth a look while it's on sale.

Pregnancy skincare and self-care

Our pregnancy self-care range includes Willow By The Sea skincare, Sapon soaps and Nurture & Nest balm, which also make thoughtful gifts for an expecting friend.

Is It Better to Shop Black Friday or Cyber Monday?

For maternity and nursing bras, earlier is usually better. Discounts often stay the same across the weekend, but stock doesn't. Larger cup sizes and less common band sizes tend to sell out first. At Mumgerie, the sale runs from Friday 20 November to Sunday 6 December, so it covers Black Friday, Cyber Monday and the week after.

Is It Actually Cheaper to Buy on Black Friday?

It can be, but check the price before the sale starts. The ACCC encourages shoppers to check prices before sales begin so they can tell whether a discount is a genuine saving. In a previous sweep, the ACCC also found "site wide" discounts that were not site wide and potentially misleading "was/now" pricing.

Our Black Friday prices are discounts off our regular prices, which have been in place since our last sale in August. Add the styles you like to your cart now and compare when the sale goes live.

When Should You Buy Nursing Bras?

If you're pregnant, the timing of Black Friday matters. The Australian Breastfeeding Association notes that most breast changes in pregnancy have usually happened by around 16 weeks, which makes it a good time to get fitted for a maternity bra. For nursing bras, the NCT says a bra bought from around 28 weeks of pregnancy should still fit after the birth, though some mums need a larger cup size in the early months.

So if you're past 28 weeks in late November, the sale is a good time to buy nursing bras. If you're earlier in pregnancy, focus on a maternity bra that fits now and wait to buy nursing bras closer to your due date. Our guide to nursing bras vs maternity bras explains the difference.

What Is the 3 Bra Rule?

The 3 bra rule is a simple way to plan your nursing wardrobe: one bra to wear, one in the wash, and one spare. Breastfeeding means leaks and frequent washing, so two bras rarely keep up. We recommend one supportive daytime bra, one soft wire-free bra for home, and one for sleep. A Black Friday sale is a good time to buy all three at once.

Black Friday Shopping Tips for Maternity and Nursing Bras

• Measure before the sale. Use the Mumgerie sizing guide so you can order quickly when the sale opens.
• Buy for your stage. A bra that fits at 20 weeks may not fit at 36 weeks. Buy for the next few months, not for the whole journey.
• Plan for a fuller bust. If you're D cup or above, read our guides to nursing bras for large busts and maternity bras for larger busts in pregnancy.
• Compare specialist brands with mass-market options. Our comparison of Bonds, Kmart, Target and specialist brands shows what you get at each price point.
• Reach the free delivery threshold. Orders over $150 ship free Australia-wide, so bundling a bra with briefs or skincare can save on postage.

Delivery During the Black Friday Sale

All Mumgerie orders are dispatched from our warehouse within two business days. Orders over $150 ship free Australia-wide, and standard and express options are available at checkout for smaller orders. We don't expect any delays during the sale.

Change-of-mind and wrong-size returns aren't available on sale items, so check your size before you order. See our refund policy for details.

Frequently Asked Questions

When does Black Friday start in Australia?

Black Friday 2026 is on Friday 27 November, and Cyber Monday is on Monday 30 November. Many Australian retailers start their sales early. Mumgerie's Black Friday sale starts a week early, on Friday 20 November, and runs until Sunday 6 December.

Does Mumgerie have a Cyber Monday sale?

Yes. Our Black Friday sale continues through Cyber Monday on 30 November and ends on Sunday 6 December.

Is delivery free during the Black Friday sale?

Yes, orders over $150 ship free Australia-wide. All orders are dispatched within two business days.

Should I buy nursing bras on Black Friday if I'm pregnant?

If you're around 28 weeks or later, yes. A nursing bra bought from around 28 weeks should still fit after the birth, though some mums need a larger cup size in the early months. Earlier in pregnancy, buy a maternity bra that fits now and wait for nursing bras.