BLACK FRIDAY SHOPPING

Black Friday becomes ‘Black November’ as retailers fight for customers

By our News Team | 2021

The ‘biggest trading day of the year’ may become the ‘biggest trading month of the year’ as retailers compete for bargain-hungry shoppers.

Looking for some pre-Christmas shopping bargains? Then, as consumers across Africa and around the world have come to realise, Black Friday is the place to start.

And, as the once-American concept continues to gain major traction, the one-day-only Black Friday concept has now expanded to stretch over days, if not weeks, during November.

According to South African retailer Game, which operates hundreds of outlets nationwide, its most recent consumer survey has found that despite 2021 being a challenging year economically, 67% of local consumers are hoping to find the best deals on popular items during what Game is calling ‘Black November’.

Findings from the survey showed that groceries and essential items (77%), appliances (63%) and electronics (62%) were the most popular categories that consumers were looking to save on.

Image by imthan from Pixabay

Bargain TVs and laptops on shoppers’ list

Based on data mined from a Black November competition that the retailer is running, Game found its customers were most interested in purchasing Smart and LED TVs this year – followed by laptops and smartphones. Appliances such as fridges, washing machines and microwaves were also popular options amongst competition entrants.

“While big-ticket items are always on consumer’s shopping lists during our Black November month, many of our competition entrants also said they’d like to stock their pantries and cupboards with more essential items this year – such as non-perishable food items and nappies, as popular options,” explained Katherine Madley, Vice President of Marketing for the brand.

“This is proof of how stretched the consumer budget is in 2021 and follows the trend we have seen with consumer shopping habits over the last 18 months, where shopping has become about essential needs rather than luxury items and wants.”

Madley added: “Due to the shopping extravaganza that is Black Friday, which has now become Black November, retailers need to stay ahead of curve by reimagining the way they offer deals to consumers.”

We know AI influencers aren’t real – so why do we trust them?

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.

Hotel receptionist assisting a guest at the check in counter with a gray suitcase nearby behind the desk

Why trust has become a critical asset for hotel industry marketers

Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.

Three people in formal attire pose for a photo at an awards event a woman in a pink dress holds a trophy while two men in suits stand beside her against a gold confetti backdrop

FNB bank’s eBucks programme dominates the 2026 SA loyalty awards

South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.

Portrait of a man with short black hair and a beard wearing a black button down shirt against a light gray background

Zambia’s strongest creative ideas are emerging from local truths

Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.

Yellow humanoid robot at a bakery counter inspecting a display of donuts on display in front of glass cases

Consumers have doubts about products when they’re designed by AI

Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.

Top african marketing voices confirmed for amc

Top African marketing voices confirmed for AMC 2026

Explore the 2026 AMC Conference speaker line-up. Top African marketing voices gather in Zambia to tackle AI, AfCFTA, and brand power. Register today.

Person holding two smartphones with app icons visible on their screens a large tv screen in the background shows colorful app icons

Broadcast Research Council confirms launch of total video measurement

New industry currency will bring South African television and online video audiences together in a single measurement system.

Dj performing on a brightly lit stage as colorful lights shine over a dancing crowd

Sense of belonging and atmosphere are key to attracting event-goers

Making people feel that an event space reflects their values leads to long-term loyalty and spending. FOMO also plays its part.

Smiling woman with curly hair in a yellow and white striped shirt holds a red can and points to the text 'what makes some ai ads creepy '

Researchers examine why some AI ads fail while others succeed

Norms may change, but right now it’s better to err on the side of caution when using AI in advertisements, study finds.

Woman in a denim jacket looks at her phone while standing with a shopping cart in a grocery store aisle holding a boxed item

Study examines drivers of FMCG purchases in three African markets

GeoPoll insights report from Kenya, Nigeria and South Africa finds that quality remains the key purchase driver in FMCG.

E-commerce retailer aims to speak to the hearts of South Africans

As the country celebrates Heritage Month, Takealot embarks on a campaign to speak to consumers in all 12 official languages.