City of Melbourne Lord Mayor Sally Capp said shoppers can grab a bargain while enjoying live music, pop-up activations and fantastic food and drink giveaways from 10am to 10pm.
"Hundreds of stores across six city blocks will be filled with massive discounts, fun activities and food, making the city the place to shop this Friday," the Lord Mayor said.
"Black Friday is the second biggest shopping day on the calendar after Boxing Day, and we're expecting the city to be full of people keen to get a start on their Christmas shopping lists while enjoying the atmosphere."
Shop the City was launched today in Postal Lane with major retailers Melbourne Central, Emporium Melbourne, Melbourne's GPO, the Strand, QV Melbourne, Myer, David Jones, St. Collins Lane and the Collins Street Precinct.
Along with discounts, shoppers can enjoy roving performers, Gelato Messina give-aways, free donuts and green tea, complimentary nail art, premium gift wrapping, live DJs and a giant confetti dome that's perfect for snapping selfies.
Chair of the Small Business, Retail and Hospitality portfolio, Councillor Susan Riley said Shop the City is the City of Melbourne's premier retail activation program.
"More than 20,000 people work in the retail industry within the City of Melbourne, with the sector contributing $5.7 billion to Melbourne's economy in 2016 alone," Cr Riley said.
"Timed perfectly with the start of the festive season, the shopping festival is a great opportunity to snap up some early Christmas gifts for family and friends. Savvy shoppers can also enjoy food and wine, roving performers, entertainment and giveaways – definitely a shop until you drop evening."
Deloitte recently released its Retailers' Christmas Survey 2018, which found that 80 per cent of retailers expect to see higher sales this Christmas compared to last year, with 41 per cent predicting growth of 5 per cent or more.
The Strand and Melbourne's GPO Marketing Manager Danielle Sita said Shop the City 2018 offers great discounts and offers.
"We want customers to be able to access the amazing offers that the event brings, with the ability to try on, touch and feel what they're buying – all while being rewarded," Ms Sita said.
"There's always an amazing atmosphere during the Shop the City events and we're so excited to be taking part in the shopping celebration, once again."
For more information visit the Shop the City website.
2018 SHOP THE CITY 'BLACK FRIDAY' HIGHLIGHTS
QV Melbourne
Don't miss the launch of the QV Colour Party, with hours of exclusive offers and entertainment. Snap yourself silly in the giant confetti dome and bust your moves on the big screen with the QV Cane-Deer. Open for free from 11am to 8pm in QV Square.
Melbourne's GPO
The scoops are on the house with a Gelato Messina giveaway. Customers can enjoy 'Ses-I'm Easy Street' black sesame gelato while shopping up a storm. Make the most of up to 70 per cent off selected items at H&M, and enjoy a complimentary green tea at Oda Sushi. Make sure you dress in your Black Friday blacks for your chance to win a $20 dining gift card.
The Strand
Customise a free loaded Black Friday donut from 5pm or go in the draw to win a share in more than $2,000 worth of shopping rewards. Discounts include 20 per cent off full priced items at Gorman and The Bathing Box, plus 30 per cent off storewide at New Denim and Desgiual, while VIP members will be treated to 20 per cent off storewide at Rag & Bone.
Melbourne Central
Shopping obsessed and lovers of all things black will have plenty to enjoy at Melbourne Central, with a dark and moody Black Friday Party of epic proportions. Head into the all-black Night Garden made for moody Instagram pics and enjoy tasty treats like spiked black bubble cup cocktails, blackjack games, MAC smoky eye makeovers and over 100 shopping offers.
Emporium Melbourne
Come for the launch of the Nutcracker Christmas. Capture a magical selfie in the midst of the bright lights and candy canes of the Christmas centrepiece and enjoy a complimentary cocktail at the Candy Cane Bar alongside some free live music performances.
David Jones
From 5pm you can tantalise your taste buds with a Sweets and Treats stand including an ice cream and popcorn cart. Indulge in complimentary nail art by OPI and enjoy refreshments at the pop-up bar while being entertained by a live DJ, spinning tunes until 9pm.
Myer
Explore the Myer Giftorium and tick off that Christmas list with loads of exclusive items. Create a personalised Toblerone for that perfect stocking filler, visit the FAO Schwartz pop-up for nostalgic toys or personalise your own Barbie. There's also the gift sample Four Pillars range with a free gin tasting.
St Collins Lane
Welcome the season of style at St. Collins Lane this Black Friday. With exclusive offers from some of your favourite brands and premium gift wrapping to make your life easier, be sure to drop by 260 Collins Street.
Collins Street Precinct
Wander along Collins and Little Collins Streets and through Block Arcade for exclusive offers at retailers including Beechworth Honey, Men's Biz, Creswick Wool, as well as brand new stores TOMS and Timbuk2.