BLACK FRIDAY

Retailers must not neglect their in-store offering this Friday

By our African Marketing Confederation News Team | 2025

While much of the Black Friday focus is online sales, demand for a physical store experience remains strong and may be increasing.

Many consumers across Africa are looking forward to the upcoming Black Friday sales this Friday (28 November). But an unpleasant shopping experience can lead to angry customers, scathing reviews and reputational damage for the brand involved. 

 

The recently released Future Shopper Report from advertising and marketing agency VML shares insights from South African shoppers as to what they expect from retailers. 

 

While much of the Black Friday focus is online sales, demand for a physical store experience remains strong and may even be increasing. 

 

“After the online retail boom catalysed by the pandemic, shoppers are rediscovering the value of physical stores. But they still expect the speed, choice and convenience of digital,” the agency emphasises. 

 

According to VML, 55% of South African respondents said long lines or wait times would be a turn off at physical stores. So too are unhelpful or rude staff (53%), overcrowding (48%), out of stock items (47%) and a dirty or disorganised store (47%).

Photo: Ivan S from Pexels

Key points for physical retailers this Black Friday 

 

Some key points for retailers to consider in the age of the integrated (online/offline) shopper: 

 

  • Standardise brand messaging and visual identity across channels for consistency – the offer on Instagram should have the same look and feel as the offer in store. 
  • Merge online convenience with offline immediacy through click-and-collect and curb-side pick-up options. 
  • Integrate QR codes, mobile payments and app-based loyalty programmes into physical in-store shopping. 
  • Consistent promotions across channels to avoid price mismatch frustration.  
  • Train staff on the online offers, so there’s no confusion. 

 

The key is to make the physical store a fulfilment hub, brand theatre and service centre, not just a point of sale, emphasises VML. 

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Jason Lottering
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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.