Black Friday: this is what South Africans wanted in 2018, including coffee and disposable nappies
- Black Friday falls on 29 November this year, and it looks like it will feature a lot of competition among retailers again.
- In 2018 South Africans went shopping for discounted non-perishable items like coffee, detergents and disposable nappies, according to retail research agency Nielsen.
- Just about nobody wanted vitamins, supplements, and deodorant, despite these being on sale.
- If things haven't changed in the year since, South African consumers are likely to load their pantries again, while also treating themselves a little.
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If Black Friday 2019, which falls on 29 November this year, is anything like the previous edition, then South Africans will be buying a lot of coffee, detergent, and disposable nappies.
Those were the kind of non-perishable items that were very popular during Black Friday 2018, according to a survey by the international retail research agency Nielsen.
By contrast sales on vitamins, supplements, and deodorant were flops.
Neilson evaluated how the top 20 fast moving consumer goods (FMCG) categories in modern trade, excluding cigarettes, fared during the last Black Friday in terms of the value of sales compared to the average of August and October payday week sales at stores like the Shoprite Group, Pick n Pay, Jetmart, Food Lover's Market, Game, Woolworths, and OK.
Coffee saw more than 77% value growth on the week of Black Friday, with detergents, disposable nappies, and long-life milk close behind.
According to Kerith Botha, Nielsen South Africa Connect MD, South African consumers were loading up their pantries, and treating themselves a little too.
Items such as bread, chicken, and sugar did not sell well.
The results show that simply putting something on sale during Black Friday does not necessarily mean it will sell, Botha says – and retailers should be careful about what they try to promote.
Nielsen have found that South African shoppers are "obsessed" with discounts; 75% of those surveyed were more acutely aware of prices of the grocery items they buy and notice changes in price, up from 69% in 2017.
Retailers have increasingly complained recently that consumers are being trained to buy on promotion to such an extent that it is doing damage to shops and producers, with more than two-thirds of promotions not breaking even.
More on Black Friday 2019:
- Black Friday: Here are the retailers that will offer discounts this year and here’s what we know so far about those deals
- Black Friday isn’t charity. Here’s how retailers want to trick you into spending more than you should, buying things you shouldn’t
- These were the retailers with some of our favourite Black Friday deals last year – so you may want to watch them on 29 November
- Pick n Pay is starting ‘Black Friday’ deals on Monday already – and is increasing staff to keep up with expected demand