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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