Where to look out for Black Friday deals in 2017 – your local mall
Research conducted by the South African Council of Shopping Centres finds a big surge in the number of retailers offering Black Friday promotions.
A survey of 75 shopping centres with a combined gross leasable area (GLA) of approximately 3.2 million m², from free standing centres under 5,000m² to super regional shopping centres over 100,000m², found that an average of 3.2% of tenants participated in Black Friday in 2015 versus an average of 21% of in 2016 – an increase of 17.8 % year on year.
Small regional shopping centres which are between 25,000m² to 50,000m² indicated a growth average of 31% year on year when comparing 2015 tenant participants to 2016.
In 2016 the Black Friday promotion was dominated by supermarkets and electronic store sales that offered customers deals up to and over 50% off selected instore items. Electronic stores included Samsung stand-alone stores, Dion Wired, Hifi Corporation and Incredible Connection.
Reported in the Shoprite Holdings online newsroom, the Supermarket chain Checkers upped their sales for the 2016 Black Friday promotion with over 40% more product offering than in 2015, said marketing director Neil Schreuder.
“The response to the sales was overwhelming for many shopping centres with over 71% of the respondent shopping centres reporting that they had the highest influx of footfall year on year with an average increase of up to 13% in the month of November,” the SACSC said.
The survey illustrated a fashion and apparel offering component that came through both in 2015 and in 2016.
Approximately 33% of tenants in regional and super regional shopping centres participated in Black Friday sales in 2016 vs only 4.4% of tenant participants in 2015 indicating a growing trend across all retail categories.
Trends
- Category offering not limited to food and technology as a clear contribution of Fashion and Apparel, Jewellery and accessories and Home and Décor tenants are also participants in the sales promotion.
- Regional Shopping centres are offering flat rates on parking and even free parking on the day.
Where to look out for Black Friday deals:
- With 67% of Shopping centres indicating that they advertised their Black Friday Promotions on their website and Facebook pages a great move would be to like all your favourite shopping centres on their social media pages.
- Some stores took the conservative approach and only advertised in-store and in-centre; keep a look out for great deals on your way to your must-have items that you have been eyeing the whole year with 48% advertising contributing to in-store and in-centre communication.
- Radio and TV promotion advertising will of course be a fantastic tool for sale information.
Read: These 12 major retailers are running Black Friday deals in 2017
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