The price of loyalty: South African shoppers lost faith in Black Friday hype

As South Africa geared up for another blockbuster Black Friday, marketing specialist Mathabo Sekhonyana warned that consumer loyalty was fading fast.

The country entered its busiest shopping season, with retailers preparing for a surge in spending as customers filled carts and hunted for the best deals.

For years, Black Friday had been a high-performing weekend for South African retailers.

According to the country’s first formal Black Friday Index, the four-day period from Friday through Cyber Monday accounted for over 30% of all holiday-season retail transactions.

In-store revenue for that weekend had more than doubled, increasing from 5.3% to 11.1% of total holiday sales.

The numbers confirmed what South Africa’s major banks had already reported.

Last year, consumers spent over R30 billion across ABSA, Standard Bank, and FNB during the Black Friday weekend.

In 2023, Standard Bank recorded record highs in both online and physical shopping, with online sales growing 17% year-on-year and exceeding a 30 percent increase since 2021.

Yet, behind the impressive spending figures was a growing shift in shopper behaviour.

Rising living costs made consumers more price-sensitive, while early promotions had conditioned them to expect deals long before the official weekend arrived.

Sekhonyana said this had changed the rules of engagement between brands and buyers.

“Consumers haven’t stopped spending, but a year-round discount culture has stopped them from believing the Black Friday hype,” she said.

“Gone are the days when putting a 20 percent off banner in a shop window was enough to drive foot traffic. Today’s shopper knows the difference between a genuine saving and a marketing gimmick. They’ve seen it all and have learned to play the game better than the brands.”

This year, she said, retailers were competing not just for sales but for something more valuable customer trust and loyalty.

While discounts still caught attention, they no longer guaranteed devotion.

Month-long “Black November” campaigns and constant promotions had diluted the sense of urgency that once defined the event.

With inboxes flooded by limited-time offers, many South Africans had simply tuned out.

“Discount fatigue is a very real thing, and as a result, consumer loyalty has become conditional,” Sekhonyana explained.

“Consumers are still buying, but they are approaching spending with greater caution and intention, with trust, convenience, and real value at the top of the shopping list. The brands that fail to deliver on those basics are losing relevance fast.”

According to the NielsenIQ Consumer Outlook 2026, South Africans were scrutinising every purchase more closely than ever before.

Loyalty had shifted from habit to discernment, shaped by trust, quality, and simplicity.

In 2024, more than half of local shoppers opted for eco-friendly delivery options, proving that value was no longer defined by price alone.

Consumers were aligning their purchases with personal principles, rewarding brands that reflected their ethics and priorities.

Technology also played a role in this transformation.

AI-driven comparison tools and pricing trackers had made it easier for shoppers to distinguish genuine deals from recycled discounts.

Added to this was the growing presence of global giants like Temu and Shein, which flooded the market with ultra-low prices.

Local retailers, Sekhonyana said, could no longer afford to compete on cost alone.

“Their real advantage lies in authenticity, service, and emotional connection, creating experiences that feel personal, transparent, and rooted in local values,” she said.

Sekhonyana believed that while price still mattered, shoppers were now buying with purpose, not impulse.

“Today’s shoppers, especially Gen Z and younger Millennials, expect personalisation, speed, transparency, and convenience. They’ve outgrown gimmicks, gravitating instead toward brands that feel genuine, purposeful, and aligned with how they live,” she added.

Sekhonyana said the key takeaway was not that consumers had stopped spending but that they were tired of being misled. “Instead of a louder, one-time-only discount, consumers want honesty, simplicity, speed, and follow-through,” she said. “Black Friday has evolved from a race for attention into a test of authenticity. The brands that make consumers feel their money and their trust are well spent will win every Friday, not just on Black Friday.”

BUSINESS REPORT