Although we are in a better space this year versus last in terms of our case numbers, there is no way of knowing how open consumers will be to the mayhem that is usually associated with Black Friday.
In 2019, many retailers ran longer duration sales, for example, for the whole week in order to get consumers in with fewer crowds. This didn't seem to work though and although there will most likely be similar and longer promotions this year, there is no way to know what the uptake will be.
Online sales across the country continue to rise, especially in a pandemic, but the same effect has not been mirrored instore yet. Major benefactors of online shopping include Takealot.com and Checkers Sixty60.
During the pandemic, consumers have been limiting their number of shopping trips but increasing their basket size when shopping. This should be a positive indicator for Black Friday but it didn't pan out that way last year. Shoppers will need a really good reason to come out shopping this year.
Consumers in the lower income bracket are also shopping closer to home to avoid public transport costs. Local, corner shop retailers have benefitted from this trend. There is a feeling that there is some Black Friday fatigue with consumers and that the specials are no longer as dramatic as in years gone by.
Retailers incorporate Black Friday as a standard strategy for sales and can’t pull out or they would be down on targets. Therefore, expect a number of retailers to double down again this year to breathe some fresh air and reignite the phenomenon.
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