Black Friday: South Africans - the second-most price sensitive shoppers in the world – are using multiple screens to get the best deals

Business Insider SA
Photo Jay Caboz
A Black Friday queue in Cape Town. Photo: Jay Caboz
  • Online clothing retailer Superbalist says it is on track to a record Black Friday, while OneDayOnly says shoppers are getting increasingly savvy to find the best deals.
  • Cash-strapped consumers are on the hunt for the best deals.
  • But many have voiced their disappointments with the price cuts on offer.
  • For more stories, go to Business Insider SA's home page.

South Africa’s hard-pressed, discount-obsessed consumers have been hunting hard for Black Friday deals – but many have been disappointed with the price cuts on offer.

Earlier this year, a report from the global research group Nielsen found that South Africans are the second-most price sensitive shoppers in the world, with 75% of South Africans claiming to know the prices of grocery items they regularly buy and noticing changes in price.

More than a fifth of those surveyed said they change stores based on the best promotions on offer (up from 16% in 2017). Similarly, more consumers (34%) claim to actively search for discounts in-store even if they don’t change stores, Nielsen found.

READ: The latest Black Friday deals

Nielsen blames this on the spiralling price of petrol, taxes, and utilities which have placed a massive strain on essential living costs. 

The hunt for discounts is fuelling a shopping frenzy on Black Friday. Last year, South African retail sales increased by 1,952% on Black Friday, compared to an ordinary shopping day, according to PricewaterhouseCoopers. The global average is an increase of 663% in sales.  

Local malls again saw midnight shopping frenzies, with long queues at Canal Walk, Cape Town and Mall of Africa in Johannesburg, as well as a mini-stampede at the Newcastle Mall:

So far this year, the online clothing retailer Superbalist said it was on track for a record Black Friday.  By 07:00, it had already received nearly 20 000 orders. Just after midnight, there were 21,000 shoppers on the site.

 “Watching in real-time is a phenomenal experience,” Luke Jedeikin, Co-CEO of Superbalist, adds. Cellphone transactions represented 83% of revenue.  

“People are watching multiple screens to make sure they stay on top of deal announcements of the Black Friday weekend,” says Matthew Leighton, OneDayOnly spokesperson. “Us South Africans are seriously savvy when it comes to deal hunting.”

But many South Africans have been voicing their discontent with the Black Friday deals on social media: 

Follow our LIVE BLACK FRIDAY coverage here.

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