There’s a buzz in the air this time of year; the anticipation for bargain deals is evident all across South Africa, Nigeria and other African countries.
Bargain hunters are set out to look for the best deal, but a closer look at deals around Black Friday in South Africa compared to the USA raises the question, is it worth it?
Why is it called Black Friday?
Black Friday, typically after Thanksgiving, did not originate from the slave trade. Instead, it was a term that emerged to describe a day when retailers caused chaos by reducing their prices, leading the average consumer into a desperate panic to attain products at the lowest price possible.
The name Black Friday references how most businesses are at a financial loss (in the red) until after the day of massive sales. In South Africa, some of the biggest retailers that take part are Game, Makro, Woolworths and more.
The tradition has gone on to influence many consumer spending behaviours and is effective in clearing out sales for new products.
How long does Black Friday 2023 last in African countries?
No country that encourages red-blooded capitalist competition can resist the allure of the holiday. It seemingly presents itself as a win for everyone involved. African countries were no exception to this.
Clearance sales have taken the retail world by storm, not only in-person stores but also the online world. In South Africa, it is common for retailers to offer Black Friday throughout the month, for example, Woolworths has a sale that ends 03 December 2023 as part of Black Friday.
The reality is most bargains are not as big as the huge signs imply. A walk through Woolworth’s aisle showed the typical trend of Black Friday deals in South Africa.
Most Black Friday offers in South Africa are phrased as “up to 50%” off, hiding the reality that most items on offer are at 20 to 30% off, deals that feel more like penny-pinching by corporations.
Nigeria’s Black Friday ran for three days, and big deals by Shoprite are expected. A catalogue from Zambia Pick n Pay shows a similar trend of Black Friday deals nowhere near half off running between 24 and 26 November 2023.
Are American Black Friday bargains worth it?
While Black Friday in America, has become known as overhyped, NPR records that 1 in 5 Americans still plan on shopping. Others market Black Friday hype as a collective effort to create an experience for the consumer is an irresistible premise. Reader’s Digest reported on various brands such as Adidas, UGG, Nordstrom and more with more than 50% off.
The impact of Black Friday on Africa’s consumer patterns is fascinating. ClickHub contacted Shoprite, Woolworths, Makro and Pick n Pay to shed light on Black Friday consumption in 2023 compared to 2022. This is a developing story.