While marketers in many countries are worried about a recession, there is also optimism regarding the business climate and marketing budgets.
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.”
US industry body warns marketers to be vigilant as programmatic media is ‘complex’ and ‘can be non-transparent’.
Dentsu says big events like the Euro 2024 soccer finals and US presidential election will help to push up spending.
Look for transparency, check results of previous projects, and request an air-tight scope of partnership, advises industry expert.
AMC’s range of Short Courses is designed to complement the study and career-growth initiatives offered by our member countries.
More people also took advantage of deals to buy everyday items, rather than spending on big-ticket luxury goods.
Bath and body well-being brand creates a 3m-high candle and lights it in a busy Christmas shopping precinct to encourage people to ‘reset’.
Data from 2008 recession indicates that, in another recession, the amount spent on higher-priced Fair Trade goods may actually increase.
Interbrand study says lack of growth mindset, weaker brand leadership and poor forecasting are among the key reasons.
Tlali Taoana has experience in strategy, marketing and executive roles, and will expand the capabilities of the business.
AMC President flies the flag at the World Marketing Forum in Thailand, then welcomes Tunisia as the confederation’s 11th member.