Discover how Black Friday 2024 transformed consumer behaviour in South Africa, with a notable shift towards essential items over luxury goods, as retailers adapted to changing shopping patterns.
COOKING oil, toilet paper, coffee and milk were among the key items that shoppers prioritised during the Black Friday shopping weekend.
This shift in consumer behaviour where shoppers spend on essential goods instead of luxury items has been seen in recent years.
Investment analyst from Anchor Capital, Casey Sprake, said more consumers seemed to have spent on necessities than compared to previous years which is a sign of the trying economic times.
Retailers still reported good sales, saying most deals were spread out across the month of November or during the week ahead of Black Friday.
Massmart said the group had a very successful Black Friday promotion with high foot traffic and online participation at its Game, Makro, and Builders stores throughout the month of November.
“Consistent with our Black Friday research earlier this year, shoppers prioritised savings on essentials like cooking oil, soft drinks, milk, and toilet paper, while big-ticket items like air conditioning units, UHD TVs, washing machines, air fryers, and gaming consoles remained as popular as they have been in previous years,” said the group.
According to Massmart, Makro App downloads and online customer registrations doubled in comparison to November last year.
Pick n Pay marketing director Tessa Chamberlain said that Pick n Pay put everyday staple grocery items front and centre for Black Friday, responding to a growing trend among shoppers to prioritise essential purchases.
“Basic staple items like sugar, rice, toilet paper, washing liquid, and nappies were top purchases,” said Chamberlain.
Shoprite and Checkers stores were very busy during the Black Friday promotional period from Thursday, 28 November to Sunday, 1 December 2024.
The Shoprite Group said while customers showed interest in all categories from groceries to general merchandise, the most popular products were naturally the ones with the biggest discounts.
“In Checkers supermarkets, coffee and toilet paper flew off the shelves,” said the group, while IQF chicken and soap powder were the most popular buys in Shoprite supermarkets.
The group said digital platforms also saw strong engagement as customers hunted deals ahead of the festive season.
According to the Shoprite Group, Checkers was the first supermarket retailer to introduce Black Friday in South Africa in 2014 with Shoprite following suit three years later.
Boxer stores said its stores were busy.
“Our communities were excited, and we once again enjoyed what is considered one of the biggest trading periods in retail.”
Looking ahead to the festive season, online research company InfoQuest said a recent survey asked 1,000 South Africans across all demographics about their holiday plans.
With regard to food items, meat tops the shopping list, followed closely by sweets and chocolates.
When it comes to budgeting for holiday expenses, the survey found that South Africans are showing mixed approaches.
Only 65% said they have saved up for holiday expenses, with 23% not having made any special provisions.
According to the survey, 15% plan to use a credit card, 12% will use their bonus, 6% plan to borrow from family, while 4% will either take out a personal loan or borrow from a stokvel.
InfoQuest managing director Claire Heckrath said despite South Africans having faced a challenging year, grappling with rising costs, inflation, and economic uncertainty, their determination to embrace the holiday remained unwavering.
“While we all want to make the most of the holidays, it’s important to prioritise financial caution. By adopting mindful spending habits, we can aim to welcome 2025 without the shadow of debt.”
THE MERCURY
