Online sales boom expected on Black Friday

By Estelle Sinkins for The Witness

Online retailers are expecting a boom on Black Friday after health experts appealed to shoppers to avoid crowds at shopping centres.

Nicolet Pienaar, the head of market insights at trends analysts GfK South Africa, said retail chains with established online shopping facilities and logistics were likely to be the biggest winners.

“Loyal buyers are putting their trust in the online presence of their preferred offline retailers,” she added. “They feel that the physical presence of these stores means they can follow up with a human if they encounter any problems.”

The battle for consumers’ hard-earned cash is already fierce with many of the large retail chains — including Game, Makro, Clicks, Dischem, Checkers, Pick n Pay and Spar — offering big discounts to shoppers in the lead-up to Black Friday.

John Bradshaw, retail executive for marketing at Pick n Pay, said the company had worked closely with suppliers for months to secure stock.

“We have taken several proactive steps to minimise any overcrowding, which includes extending our Black Friday deals to run over two weeks,” he added.

Shoppers who do want to head to brick and mortar stores can expect retailers to implement strict lockdown guidelines. Bradshaw said Pick n Pay stores would be limiting the number of people in its stores, wiping down trolleys before use, sanitising hands upon arrival, sanitising till points, and providing floor markers for physical distancing.

It’s a similar story at Game and Makro. Brian Leroni, senior vice president group corporate affairs for Massmart, said staff would be marshalling social distancing measures in queues. They will also be managing the number of customers in stores throughout the day.

Desmond Heunis, general manager for the Liberty Midlands Mall in Pietermaritzburg, said the shopping centre had worked closely with retailers to manage Black Friday.

The planning covers security, crowd control and traffic management in conjunction with SAPS, traffic authorities, parking management operators and the on-site management team.

 

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