How much money South Africans say they plan to spend on Black Friday
Professional services firm PwC has published a new survey looking at consumer behaviour over Black Friday and Cyber Monday in South Africa.
The survey is based on a survey of 1,000 South African adults between 26 September and 4 October 2019.
It found that consumers plan on spending 36% more this year versus 2018, with shoppers planning to spend an average of R3,812 during Black Friday/Cyber Monday 2019.
The majority (85%) of respondents said they intend to buy something or would consider it if there is a good enough deal.
Six out of 10 consumers who are planning to spend the same or more than last year are trying to take advantage of savings on offer, while 43% of these shoppers are hoping that more retailers will have deals this year.
What people are buying
PwC found that South Africans are suckers for a good special and the increasing frequency of discount campaigns are training consumers to buy on promotion.
“Despite consumers indicating that it is not a good time to purchase durable goods, the most popular product categories during Black Friday/Cyber Monday 2019 will be durables like electrical equipment, technology goods, homewares, clothing, shoes and accessories,” it said.
“However, food and drink are becoming increasingly important purchases on Black Friday/Cyber Monday, as this is the main place that households are trying to save money. Some 30% of shoppers placed the food and drink category in their top three.”
Queues
While South Africans are largely excited about Black Friday, a number of consumers said that retailers need to step up in the way they service their customers during the big shopping day.
“A great customer experience does not happen by accident and is not created overnight. It is the crown jewel of a carefully planned and executed customer strategy that knows who the customers are and what the retailer can do for them,” PwC said.
Its data shows that the four key customer experience priorities include:
- Addressing crowds, physical and virtual queueing;
- Offering great deals and big discounts;
- Providing safety and security;
- Avoiding stock shortages.
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