Black Friday, originally celebrated by Americans a day after Thanksgiving, has made leaps and bounds in the South African retail industry and even more so in the ecommerce arena with majority of the big .com players producing major discounts on the day.
In fact, in November 2016 the annual retails sales saw a big jump up to 3.8%, according to data released by Stats SA. This ‘saving grace’, during a year of fairly low sales, has been attributed, by many, to Black Friday.
Absa, a South African financial services provider, also reported a staggering 81% increase of card spend on Black Friday when compared to an average day throughout the year. With an impressive 40% increase on Cyber Monday.
Marketing agency 25am released a statement saying that Black Friday mentions on social media had near tripled in 2016 in comparison to 2015. The biggest age group talking about it were 25 to 34-year-olds.
The move online
Considering there’s a death and injury count website based purely on incidents that happen on this day, it’s not surprising that more people are now searching for deals online in an attempt to avoid the chaos that ensues in brick and mortar stores.
For Zando, leading online fashion store, there was an increase of orders by the factor of 11 compared to an average day in 2016 on Black Friday. A new record set for the company which saw majority of the orders come through on the app.
Besides 100% site availability on both Black Friday and Cyber Monday, Zando also saw site visits increase by 300%, with the biggest demographic being Johannesburg with Cape Town coming in second, respectively.
In 2016, one item sold per second with peak shopping times recorded between 08h00-12h00. However, in 2017, it’s predicted that 100 items will be sold every minute and that an order will be dispatched every four seconds – free delivery and returns included in the purchase.
Plus, around 22-million South Africans will be reached and ⅔ will shop from their mobile with the option of having seven different ways to pay, such as cash on delivery and EFT.
To put this in perspective, it’s estimated that if all Zando parcels were to be stacked on top of each, it would be 25x taller than Table Mountain.
This article was published in partnership with Zando.