Takealot’s best-selling Black Friday products revealed
Video game consoles, TVs, energy drinks, and toilet paper dominated sales in Takealot’s Black Friday sale in 2024.
South Africa’s biggest online retailer’s version of Black Friday — the Blue Dot Sale — ran from 29 November until 3 December 2024.
Takealot told MyBroadband that it observed a noticeable consistency in shopper behaviour during the sale, with a continued trend in buying “big ticket” items such as smart TVs, large appliances, and gaming consoles.
However, customers also increasingly shifted to bulk buying monthly essentials such as cleaning supplies, pantry goods, and personal care items.
The most popular product categories were as follows:
- Homeware
- Personal Care
- Small Appliances
- Toys
- Health
- Non-perishables
- Electronic Accessories
- TV & Audio
Regarding specific products, the top-selling item by sales volumes was a 24-pack of Red Bull Energy drinks.
It was followed by a 24-pack of 2-ply Baby Soft toilet paper and a case of 300ml Coca-Cola.
Rounding off the top five was Nivea Q10 Firming Lotion and Klipdrift Premium 750ml.
The only tech product in the top 10 by sales volumes was Apple’s AirTag smart tracker, the eighth best-seller in pure units.
However, tech products performed very well when it came to the top sellers by gross merchandise value.
The best-selling product by value was the PlayStation 5 Digital Edition.
Sony’s gaming console was also very popular in last year’s Black Friday sale across multiple retailers.
The second and third best-selling products by value were Hisense and Samsung TVs, respectively.
Impressively, the 24-pack of Red Bull Energy drinks was also the fourth top seller in value.
Considering this product is substantially cheaper than many of the other items in the top 10 best-sellers by value, its sales volumes must have been truly impressive.
The only other product featured in both the top 10 by value and volumes was an unspecified Bennett Read air fryer.
The table below summarises the top-selling products by volume and value in Takealot’s 2024 Blue Dot sale.
| Ranking | Product |
|---|---|
| Top sellers by volume (number of items sold) | |
| 1 | Red Bull Energy Drink (24-pack) |
| 2 | BabySoft 2-ply toilet paper (24-pack) |
| 3 | Coca-Cola 300ml case |
| 4 | Nivea Q10 Firming Lotion |
| 5 | Klipdrift Premium 750ml |
| 6 | Finish Dishwashing Tablets and Machine Cleaner |
| 7 | Bennett Read Air Fryer |
| 8 | Apple AirTag |
| 9 | Fanta 300ml case |
| 10 | Coca-Cola No Sugar 300ml case |
| Top sellers by value (biggest contribution to total sales revenue) | |
| 1 | PlayStation 5 Digital Edition |
| 2 | Hisense TVs |
| 3 | Samsung TVs |
| 4 | Red Bull Energy Drink (24-pack) |
| 5 | Defy dishwashers |
| 6 | Garmin VivoActive 5 smartwatch |
| 7 | Hisense fridges |
| 8 | Apple iPhones |
| 9 | Bennett Read Air Fryer |
| 10 | Hisense freezers |
TakealotMore subscriber surge
The Blue Dot Sale also boosted subscriptions to the recently launched TakealotMore service.
Similar to Amazon Prime, TakealotMore offers customers perks such as free deliveries and collections at a fixed monthly fee.
To encourage uptake of the service, Takealot offered certain deals exclusively to TakealotMore subscribers.
The company said that free trial sign-ups to the service grew by more than a third in November compared to October.
Considering the service’s key selling points are same-day and next-day deliveries, MyBroadband wanted to know how Takealot would ensure its Black Friday orders were delivered within their stipulated time frames.
Takealot told MyBroadband that its logistics network was scalable and flexible enough to support the increase in demand during the Black Friday sales season.
The retailer accounts for roughly one in every five online orders in South Africa.
To support this, it operates the largest courier network in the country, with over 15,000 drivers delivering more than 99% of its orders nationwide.
The retailer also opened up a new 43,000m2 warehouse in Durban in October 2024, and rolled out 25 new Takealot Pickup Points to provide more convenient delivery options to its customers.
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