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Image: Oupa Mokoena
Once an exclusively American retail tradition tied to Thanksgiving weekend, Black Friday has rapidly transformed into one of South Africa’s most influential commercial events, reshaping consumer behaviour, retail strategy, and the broader economic landscape.
Black Friday originated in the United States in the 1960s, when retailers sought to capitalise on the surge in post-Thanksgiving shopping.
The term “Black Friday” was popularised by Philadelphia police officers who used it to describe the heavy traffic and bustling crowds that descended on the city’s shopping districts each year.
Over time, US retailers reframed the term to signify the moment their annual finances moved “into the black,” turning profitable thanks to holiday spending.
The day then ballooned into a global retail event, boosted by the rise of e-commerce giants in the 2000s and the globalisation of retail marketing.
South Africa formally embraced Black Friday around 2014, driven largely by increased internet penetration, growing competition among major retailers, and the influence of global e-commerce models.
According to a StatsSA analysis, retail trade sales in November have experienced particularly strong growth in recent years, signalling that Black Friday is not just a one-off promotional day, but a structural shift in consumer behaviour.
Historically, December has been South Africa’s strongest retail month, but since about 2018–2019, November’s sales accelerated more rapidly than December’s, a clear sign of Black Friday’s growing influence, according to StatisticsSA. In 2011, November accounted for 8.8% of annual retail sales. By 2019, that share had risen to around 9.6%, driven primarily by spending linked to Black Friday.
Although November’s share dipped somewhat during the pandemic years (2020–2023), StatsSA recorded a renewed bump in November 2024, suggesting a possible comeback in Black Friday-driven demand.
According to StatsSA, South African consumers spent R139 billion on Black Friday in 2024, R12.2 billion more than in 2023.
StatsSA also highlighted that Black Friday’s influence is especially strong in two retail segments: general dealers (which include supermarkets) and household goods, categories that benefit when consumers make big-ticket purchases just before the December festivities.
Given South Africa’s constrained economic environment, marked by high unemployment, rising inflation, and shrinking disposable income, consumers often use Black Friday strategically.
Many households delay large purchases until November, chasing deeper discounts on essential items like furniture, appliances, and groceries rather than luxury products. Lay-bys, store credit, and online wish-lists have also become popular tools for planning purchases ahead of time, indicating increasingly intentional consumer behaviour rather than impulsive buying sprees.
Beyond just retail sales, Black Friday now influences logistics, warehousing employment, fintech usage, and local e-commerce innovation. Courier companies experience peak volumes, banks report spikes in card transactions, and digital payments platforms see record traffic.
Industry analysts expect the South African version of Black Friday to continue evolving into a longer, more controlled promotional season. Growth in online marketplaces, the expansion of rapid delivery services, and increased data analytics in retail are likely to shape future sales strategies.
Black Friday may have started as an American shopping tradition, but in just a decade, it has become a fixture in South Africa’s consumer economy, one that retailers meticulously plan for and consumers increasingly depend on for affordability.