When we think of Black Friday, images of U.S. shoppers lining up overnight and rushing into malls at opening time to grab high-end bargains immediately come to mind.
It’s synonymous with smart TVs, gaming consoles, sneakers, and other luxury items being sold at ridiculously low prices—deals so good that even those unfamiliar with the products would jump at the opportunity to buy them.
This is the allure of Black Friday: a day of genuine bargains that makes luxury goods accessible to ordinary people.
In South Africa, however, Black Friday is a far cry from its U.S. counterpart. Instead, it’s an unconvincing imitation—a marketing gimmick that benefits retailers far more than it does consumers.
Retailers slap the “Black Friday” label onto standard weekly specials and make vague claims about discounts that barely differ from their regular pricing.
For many South Africans, Black Friday feels less like a shopping event and more like a scam.
The Proof Is in the Advertising
Consider these examples from Checkers, one of South Africa’s largest retailers.
The first advert is from their so-called Black Friday Weekend Sale (28 November 2024 – 1 December 2024), where a BushBaby camping chair is priced at R159.
The second is from their Month-End Promotion (25 November 2024 – 8 December 2024), featuring the same chair for R199.99.
While the Black Friday price is marginally lower, the savings are underwhelming. Where are the 80% or 90% discounts that Black Friday is supposed to bring? Where are the once-in-a-lifetime deals that justify the hype?
This is the essence of Black Friday in South Africa: ordinary prices dressed up as extraordinary bargains.
It’s not about delivering value—it’s about taking advantage of the reputation that Black Friday has inherited from its U.S. origins. For South African consumers, it feels patronising and insulting.
How Black Friday Became a Farce in South Africa
Since its introduction in 2014, Black Friday in South Africa has become increasingly lacklustre. Initially met with enthusiasm, it has devolved into a glorified marketing exercise.
Repackaged Weekly Specials
South African retailers have long relied on weekly specials, often themed around events like Heritage Day or the festive season. Black Friday has simply become another name in this cycle, with little effort to distinguish it from any other promotion.
No High-End Bargains
Unlike in the U.S., where Black Friday focuses on high-value items like electronics and luxury goods, South African retailers typically promote groceries, household cleaning products, and low-end appliances. These aren’t the kinds of products that inspire a shopping frenzy.
Exploiting Consumer Trust
Retailers assume that slapping the Black Friday label onto existing deals will automatically draw consumers. Instead of delivering meaningful discounts, they rely on heavy marketing to create the illusion of value.
The Growing Disillusionment
Over the years, South African consumers have grown increasingly sceptical of Black Friday.
It’s not just the tough economic conditions or shrinking disposable incomes that have muted the excitement—it’s the realisation that the day rarely offers any significant value.
What’s the point of waking up early, rushing to a store, or spending hours online if Black Friday is just another weekly special?
Why Black Friday Fails to Inspire
The magic of Black Friday lies in deals so good they create instant demand—even from people who don’t necessarily need the product.
A person who doesn’t game might buy a PlayStation 5 as a gift because the price is irresistible. A shopper uninterested in luxury TVs might grab one for the sheer value of the deal.
This is where South African retailers fail. A marginal R40 saving on a camping chair doesn’t inspire a shopping frenzy. A “special” that requires careful scrutiny and price-tracking apps isn’t a Black Friday deal—it’s an insult.
A Note to South African Retailers
Black Friday isn’t about marketing. It’s about delivering undeniable value that compels even the most sceptical shopper to act.
Instead of pouring money into advertising campaigns, why not invest in offering meaningful discounts?
The formula for a successful Black Friday is simple:
- Significant Discounts: Deals so compelling that even casual shoppers recognise the value.
- High-Value Items: Prioritise products consumers genuinely want, such as electronics, premium appliances, and branded goods.
- Transparency: Avoid inflating prices beforehand or offering misleading discounts.
Until these principles are followed, Black Friday in South Africa will remain a farce.
The Verdict
Black Friday in South Africa is an embarrassment to the tradition it attempts to mimic. It reveals a lack of respect for the South African consumer, assuming we won’t notice the recycled deals and superficial discounts.
This isn’t just bad marketing—it’s a failure of imagination. Black Friday has the potential to be an economic highlight for the country, both for businesses and consumers.
But instead of building trust and delivering real value, retailers have chosen the cynical route of exploiting a global phenomenon for profit.
If South African retailers want to revive the excitement and trust of Black Friday, they’ll need to rethink their approach. Real deals, real value, and a focus on the customer—not the bottom line—are what’s needed.
Until then, Black Friday will remain what it is: a hollow, patronising charade that leaves consumers cold and retailers wondering why sales continue to decline. It’s time to stop the farce and start doing better.
In essence savings are equated to investments since what you saved is like a return on investment, so misleading or misinformation about these so-called savings/ investments is fraudulent and should ignite the attention of the FSCA, SAPS and all regulatory bodies.
I’m happy there is regocnition by others on black Friday …..I’ve been saying all this time what a scam has become ……the items on sale is not what most think its going to be lime groceries & such its rather items that’s not really needed like electronically items etc….
Does people if know why there a black exist……let me educate you a bit…….Black from comes from the American thanks giving day for many decades…..when the day is done the whites would go sell their black slaves on the Black market on the Friday after thanks giving & that why its called black Friday & that’s why I don’t support any black Fridays.