Shoppers flocked to Canal Walk Shopping Centre for Black Friday deals. File Picture: Henk Kruger/Independent Media.
Cooking oil, toilet paper, coffee and milk were among the key items that shoppers prioritised during the Black Friday shopping weekend.
This shift in consumer behaviour where shoppers spend on essential goods instead of luxury items has been seen in recent years.
Investment analyst from Anchor Capital, Casey Sprake, said more consumers seemed to have spent on necessities than compared to previous years which is a sign of the trying economic times.
Retailers still reported good sales, saying most deals were spread out across the month of November or during the week ahead of Black Friday.
Massmart said the group had a very successful Black Friday promotion with high foot traffic and online participation at its Game, Makro, and Builders stores throughout the month of November.
“Consistent with our Black Friday research earlier this year, shoppers prioritised savings on essentials like cooking oil, soft drinks, milk, and toilet paper, while big-ticket items like air conditioning units, UHD TVs, washing machines, air fryers, and gaming consoles remained as popular as they have been in previous years,” said the group.
According to Massmart, Makro App downloads and online customer registrations doubled in comparison to November last year.
Pick n Pay marketing director Tessa Chamberlain said that Pick n Pay put everyday staple grocery items front and centre for Black Friday, responding to a growing trend among shoppers to prioritise essential purchases.
“Basic staple items like sugar, rice, toilet paper, washing liquid, and nappies were top purchases,” said Chamberlain.
Shoprite and Checkers stores were very busy during the Black Friday promotional period from Thursday, 28 November to Sunday, 1 December 2024.
The Shoprite Group said while customers showed interest in all categories from groceries to general merchandise, the most popular products were naturally the ones with the biggest discounts.
“In Checkers supermarkets, coffee and toilet paper flew off the shelves,” said the group, while IQF chicken and soap powder were the most popular buys in Shoprite supermarkets.
The group said digital platforms also saw strong engagement as customers hunted deals ahead of the festive season.
According to the Shoprite Group, Checkers was the first supermarket retailer to introduce Black Friday in South Africa in 2014 with Shoprite following suit three years later.
Boxer stores said its stores were busy.
“Our communities were excited, and we once again enjoyed what is considered one of the biggest trading periods in retail.”
Malls and shopping centres in and around Durban also noted a shift in shopping patterns.
Galleria Mall said this year’s Black Friday weekend unveiled compelling shifts in consumer behaviour, building upon patterns observed in previous years.
“Traditionally associated with electronics and household appliances, Black Friday 2024 revealed a stronger focus on fashion essentials and value-driven promotions, reflecting both economic pressures and the unique timing of the event.”
However, Galleria Mall said clothing and footwear were the standout categories, where shoppers took advantage of promotional campaigns like Woolworths’ “Buy Two, Get One Free.”
The mall’s management said there was an increase in the number of shoppers compared to 2022 and 2023.
Vicky Deppe, general manager of Pavilion Shopping Centre, said the centre experienced an influx of shoppers during the Black Friday period with an increase in foot traffic.
Deppe said most retailers commenced with implementing their deals and promotions from the beginning of the week of Black Friday, allowing for consistent and continuous foot traffic and spending throughout the week.
“Retailers have expressed positive feedback in sales achieved, and we look forward to a bumper festive season,” she said.
Cornubia Mall management said the mall experienced growth in turnover and footfall over the Black Friday weekend, with sales running, for the most part, over the weekend from Friday to Sunday.
The management said categories that enjoyed the most improved turnover included homeware and décor, food/supermarket retailers, and fashion to a lesser degree.
“Overwhelmingly, tenants generally expressed positive feedback in respect to trade. Fast food outlets outperformed sit-down eateries, further highlighting that customers were shopping purposefully.”
Looking ahead to the festive season, online research company InfoQuest said a recent survey asked 1 000 South Africans across all demographics about their holiday plans.
With regard to food items, meat tops the shopping list, followed closely by sweets and chocolates.
When it comes to budgeting for holiday expenses, the survey found that South Africans are showing mixed approaches.
Only 65% said they have saved up for holiday expenses, with 23% not having made any special provisions.
According to the survey, 15% plan to use a credit card, 12% will use their bonus, 6% plan to borrow from family, while 4% will either take out a personal loan or borrow from a stokvel.
InfoQuest managing director Claire Heckrath said despite South Africans having faced a challenging year, grappling with rising costs, inflation, and economic uncertainty, their determination to embrace the holiday remained unwavering.
“While we all want to make the most of the holidays, it’s important to prioritise financial caution. By adopting mindful spending habits, we can aim to welcome 2025 without the shadow of debt.”
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