South Africa’s Black Friday has steadily gained traction, evolving into a month-long shopping event where retailers introduce staged discounts leading up to the main day.
Story Summary:
- Retailers like Massmart are extending Black Friday deals throughout November.
- Significant discounts are expected on electronics, groceries, and DIY items.
- Shoppers are advised to remain cautious of online scams as online spending rises.
Black Friday trends in South Africa
Reflecting growing financial pressures, more retailers are offering extended Black Friday deals, with Massmart’s Game, Makro, and Builders already announcing a range of discounts across electronics, bulk items, and DIY products.
As reported by Business Tech, this gradual shift to month-long deals has been a response to rising consumer demand for greater flexibility and consistent discounts on essentials.
In recent years, there has also been a significant migration to online shopping channels.
Data from MyBroadband’s Pre-Black Friday 2024 survey revealed that 93% of participants plan to shop online this year, with major spending focused on electronics, household items, and bulk groceries.
Consumers are setting higher budgets, with 39% planning to spend at least R5,000, showing sustained interest in large-ticket and practical purchases.
With this increase in online spending, cybersecurity concerns have also risen.
Fraudulent activities, from phishing schemes to fake online stores, often target Black Friday shoppers.
PwC South Africa emphasises using secure networks, verifying website legitimacy, and choosing trusted payment methods as critical for online transactions.
What shoppers should expect in 2024
This year’s Black Friday is expected to continue trends of higher spending and month-long promotions.
Shoppers can anticipate discounts of up to 70% on popular items like electronics, groceries, and home improvement products across major retailers:
- Game: Deals include up to 40% off entry-level laptops, R2,000 off smartphones, and savings on cookware and luggage.
- Makro: Discounts on electronics like 40% off QLED TVs and bulk-pack essentials, including toilet paper and long-life milk.
- Builders: Savings on home and garden maintenance essentials, including water tanks, LED lights, and security items, with discounts ranging from 20% to 70%.
- Jumbo Cash & Carry: Targeting smaller retailers and spaza shops, Jumbo will offer discounts on staples like toiletries, basic groceries, and snacks.
In parallel, tech firms like Peach Payments have introduced live dashboards to track real-time spending data, which they expect will reach record levels.
Retailers will aim to entice online buyers through social media, email newsletters, and display ads, appealing to South Africa’s increasingly digital shopper base.
In preparation for the event, shoppers are encouraged to compare deals across online and in-store platforms and take note of weekly promotions that kick off in late October across Game, Makro, and Builders.