Australia’s premier bi-annual shopping event, Afterpay Day, is set to return with a bold new approach, offering deep discounts and an innovative retail activation designed to engage consumers in a futuristic shopping experience.
Running from Thursday, 20 March, to Sunday, 23 March, Afterpay Day will see up to 70% off from thousands of retailers across travel, tech, fashion, beauty, homewares, and pet accessories. The four-day sale is expected to drive significant consumer spending, positioning itself as a key moment for brands and advertisers looking to capture audiences in an increasingly competitive retail landscape.
A blend of virtual and physical retail
A key component of this year’s Afterpay Day is the “Mystery Market,” an immersive virtual reality (VR) experience. This initiative will offer over 1,000 participants the opportunity to engage with brands in a digital environment. By utilising the Afterpay digital card and a VR headset, participants can access a virtual space to unlock prizes from various Australian retailers. This event aims to demonstrate the integration of technology in retail and explore new avenues for customer engagement.
Prize incentives and retailer participation
The Mystery Market will feature gift vouchers from a selection of retailers. Prizes include travel vouchers from Webjet ($1,000), fashion vouchers from THE ICONIC ($500) and H&M ($100), and sports apparel vouchers from JD Sports ($200). Additional prizes include vouchers from eBay ($250), DoorDash ($100), and Prezzee ($50).
Afterpay’s perspective on retail innovation
Kevin Azzopardi, trade and partner marketing director, ANZ, Afterpay, said: “This Afterpay Day, we’re reimagining retail with an experience that blends technology, innovation and the thrill of discovery. The Mystery Market is more than just a shopping event – it’s a glimpse into the future, where cutting-edge VR transforms the way customers interact with brands.”
Azzopardi also emphasised the company’s focus on creating immersive and shareable experiences, aiming to redefine customer expectations for sales events. The event represents Afterpay’s approach to incorporating emerging technologies into retail promotions.
Kevin Azzopardi, trade and partner marketing director, ANZ, Afterpay.
Accessing the mystery market
Participation in the Mystery Market is on a first-come, first-served basis. Individuals must download the Afterpay app, set up the Afterpay card, and join the queue at Pitt Street Mall (outside ZARA) in Sydney from 8:00 AM AEDT on Thursday, 20 March. Entry is limited to the first 1,000+ people.