Tips for marketers as the Black Friday shopping frenzy approaches

By our News Team | 2022

Consumers are more savvy and have tighter purse strings, so brands must be on their game, offer value and avoid cheap tricks.

As brands plan to make the most of the annual Black Friday shopping frenzy – this year happening on Friday, 25 November – digital marketing agency Incubeta has listed six things for South African marketers to look out for.

1. Consumers are much more aware of brand trickery

With tighter purses going into Black Friday, brands must expect a more savvy consumer to know if they are offering meaningful savings. Whatever they do, brands should not try to get away with bumping prices in the weeks ahead of sale days to make the savings look bigger on the day.

Black Friday

Photo by Karolina Grabowska from Pexels

Many consumers have a longstanding wishlist and have been tracking products across retailers in anticipation of Black Friday. Any disingenuous price manipulations will be exposed and could end up costing brands dearly.

2. Don’t expect the latest products to be discounted

Similarly, consumers should adjust their expectations. Most brands won’t be discounting their latest and greatest products, but rather looking to shift older stock ahead of the festive season. Brands are keenly aware of minimising slow-moving stock and leveraging all the hype of the event can help them do this.

3. Work those loyalty cards

Brands that understand just how tight budgets are and who offer the options to buy using loyalty points, such as Discovery Miles and eBucks, are likely to win big.

4. BNPL will hit its stride

In the same vein, having buy now, pay later (BNPL) payment options at the checkout will really count, especially when trying to move big-ticket items as well as encouraging shoppers to load up their baskets.

5.Load shedding will have taken its toll

Another consideration when choosing what to mark down, and by how much, is to remember that many South Africans will have spent a good deal of disposable income buying generators or other solutions to mitigate the effects of ongoing electricity load shedding. This may well impact shoppers’ appetite for big-ticket items.

6. People will be doing their festive shopping early

People will be shopping early this year. Not just because they are being frugal and will be planning well in advance, but South Africans are expecting to travel again in 2022 and so they will be looking to buy and have their gifts delivered before they leave on their December holidays.

“Global energy costs are already inflating prices and will of course add to delivery costs. All of this is squeezing margins and brands will have to apply every value-add they can to lure customers,” advises Calvin Van Rensburg, Media and Platform Consultant at Incubeta.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.