‘Tis the season to spend and save, with festive sale events like Black Friday and Boxing Day fast approaching. So how many people in South Africa are planning to hit the sales this year? And how much of a discount will entice them to shop?
Financial comparison site Finder.com polled 1 524 South African adults to find out, and according to the research:
- Men are more interested in shopping the sales than women
- Millennials are more likely to be enticed by a discounted item
- South Africans have a favourite retailer
- People are looking to save on family-oriented products
70% of South Africans will be shopping this year’s festive sales if the price is right. That’s the equivalent of around 27-million people. On average, it’ll take a discount of 52% to make South African customers purchase an item.
Men are more interested in shopping the sales than women
Men are slightly more likely to be enticed by the sales than women, with 73% of South African men saying they’ll shop for an item for the right price compared to 68% of women who said the same.
It looks like men are more tempted by smaller discounts too. About 22% of men say that a discount of 5-25% off would be enough to motivate them to make a purchase, compared to just 14% of women.
Millennials more likely to be enticed by a discounted item
Those aged 25-34 are most likely to purchase a discounted item in the sales compared to all other age brackets. 76% of people in this age range say they’ll purchase an item on sale at the right price, while just 61% of 55-64-year-olds and those aged 65 and above say the same.
Those aged 18-24 need the deepest discounts of at least 55% to entice them to shop. Other age brackets say they’ll purchase an item if it’s discounted by anywhere from 47% to 53%.
Who are the most popular retailers in South Africa?
Search volume data from Ahrefs suggests that one of the most popular places for South Africans to go for Black Friday deals is online platform Takealot. Other popular online shopping destinations include Makro, Game, Checkers and Hi Fi Corp.
South Africa’s most searched retailers are:
- Pick n Pay
- Incredible Connection
- HiFi Corp
What are people looking to buy on Black Friday?
In terms of specific products, search volume data from Ahrefs suggests that South Africans have historically looked for deals on flights, though 2020 will probably dampen people’s interest in travel. Other popular items include gadgets, specifically laptops, the PlayStation 4, phones and the Xbox.
In terms of branded searches, telecommunications company Vodacom is one of the most common brands specifically searched for on Black Friday, along with Telkom and Kulula.
How does South Africa compare?
Of the 12 countries included in this study, South Africa ranks first for the highest percentage of people who will be enticed by the sales (70%). This is followed by France (66%). Meanwhile, Italy has the smallest number of festive sales shoppers (50%), followed by New Zealand (53%) and the UK (56%).
However, in terms of the discount required to entice shoppers, Spanish adults actually require the highest discount of 60% off to motivate a purchase. People from France and Mexico also require steep discounts to entice them to shop, at 59% off and 58% off respectively. Meanwhile, Canadians say they’ll need the smallest average discount at just 42% off, followed by people in Hong Kong (44% off) and Ireland (45% off).
Which country has the most Black Friday shoppers?
Black Friday is synonymous with hoards of Americans breaking through the front doors of stores all across the country. But as far as the Internet is concerned, the US no longer has the top spot for Black Friday shoppers.
Brazil is the country with the highest search interest in Black Friday, according to an analysis of historical search data from SEMrush. Interest in the shopping holiday peaked and hit new highs in November 2020, jumping up 22.36% from the previous year. Brazil also accounts for 13.20% of all global searches for the term “Black Friday”.
The US doesn’t place silver either: that post is taken by France. Like Brazil, France also saw a jump in search interest year-on-year, jumping 22.22% between November 2019 and November 2020. France makes up 10.78% of all searches for the term “Black Friday”, which is quite impressive, considering that France only accounts for 0.84% of the population.
The US doesn’t even get the bronze on its own, sharing the podium with Germany for the second year in a row, with search interest in both nations increasing by the same amount over the last 12 months (22.28%). Both nations made up 8.82% of the search volume for the term “Black Friday”, but Germany is far outperforming in terms of its population size, with Germany accounting for 1.07% of the world’s population, compared to the 4.25% that the US represents.
South Africa ranked equal 27th overall for Black Friday search volume. Search volume has increased by 22% from November last year to November 2020.