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.

Black Friday shopping

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.”

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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.