Black Friday hasn't been observed in South Africa for very long but the growth in its popularity has been huge. Just in the five years between 2012 and 2017, Black Friday sales in the country grew by an incredible 9900%.

Looking back to 2020, this major shopping day is only growing with a staggering 70% of South Africans interested in shopping the year’s festive sales. That’s the equivalent of around 27 million people. To understand exactly why this shopping day has become such a big event in the country, it is important to look at some of the top trends and discover what Black Friday means for South African consumers.

Why is Black Friday so popular in South Africa?
In the past, Black Friday has mostly been advertised as a festive season sale. According to studies, South Africa ranks among the highest percentage of people enticed by these sales, followed by France, Italy, New Zealand and the UK. For many South Africans, Black Friday also typically falls well after payday, making it the perfect opportunity for consumers to spend.

Another reason that cannot be overlooked is the current unfavourable economic situation in the country. This has led to many households stretching their budgets. For many consumers, Black Friday is the ideal opportunity to find bargains on essential products.

Which shops are the most popular on Black Friday?
Historically, the most popular shops among South African shoppers on Black Friday included Game, Makro, Checkers, Pick n Pay, Incredible Connection and Edgars. This year, these stores are expected to perform well again with family-orientated purchases such as food, electronics, airtime, and data deals being among the items shoppers are eyeing.

Are Black Friday discounts real?
The hype around Black Friday often creates the idea that every offer is worth standing in the queue before sunrise, with many retailers claiming to slash prices to historically low levels for one day only. But are these discounts really legit?

The answer is not so simple. While many stores have real specials on Black Friday, many others offer products that are available for the same price or cheaper in the six months after the sales. That is why it is so important to do good research before jumping headfirst into a shopping spree.

Always do some historic price checks on products and compare the same products from different stores before making a purchase.

What to expect on Black Friday 2021
It is predicted that Black Friday 2021 will follow many of the same trends of previous years. The peak of shopping activity is expected to take place between 8am and 11am. On average, South Africans will buy around 4.5 products and are planning on spending around R1,735 per person.

Because of the current pandemic and the safety concerns around large groups gathering, it is predicted that more shopping activity will be done online.

When is Black Friday 2021?
This year, in South Africa and around the world, Black Friday will take place on Friday, 27 November.

Make Black Friday 2021 a success
The immense amount of holiday advertising can be confusing and overwhelming to any Black Friday bargain hunter. Therefore, it is important to prepare well in advance. Develop a shopping plan and do some careful research. It will give you confidence in your purchases on the day and ensure that your Black Friday experience is a shopping success.


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