Black Friday can work in SA
CREATIVE THINKING: BOOST SHOPPING TOURISM
It should be redefined to increase the number of shopping tourists to the country.
Job opportunities could be created if country geared up a homegrown version.
Black Friday’s approaching once again, and will see popular consumer products flying off the shelves at bargain prices. Savings experts are again warning against unchecked consumer spending ahead of another season of Christmas shopping.
Recognising the strong lure of global culture and phenomenons such as Black Friday, the question is, can we derive more economic benefits against our stagnant economy and rising unemployment? Do we have a unique value proposition we can offer to Africa’s growing, increasingly mobile consumers, wherein we accrue more value than a once-a-year shopping spree?
The answer to both questions is yes: if we can disrupt ourselves from lethargic process-driven thinking, to creative, coordinated execution that delivers benefits.
Imagine a scenario where we redefine Black Friday to increase the number of shopping tourists to SA. We have unrivalled capacity to offer the best shopping experience in Africa. Instead of a single day, we can create “Black Friday Week”:
SA consulates across Africa, in applicable countries, discount visas by 30% for all visitors coming to SA during our week.
Home affairs to add additional staff to quickly process at all points of entry, with visas being issued on arrival for those unable to be processed via consulates.
Public transport providers to operate on discounted rates. Hotels, B&Bs, restaurants offer specials.
Law enforcement agencies increase their presence and guard shoppers.
Entertainment venues line up a series of festivals, turning SA into a party mecca of shopping and entertainment.
Musicians launch new albums with discounted launch shows. Product retailers have discounts. Sars offers incentives to taxpayers who submit their tax returns during the week.
Municipalities offer electricity and water rebates to retailers and the hospitality industry reduces costs of running their stores and facilities for longer hours.
Access to sporting events sold at discounts, with some international sporting events like boxing being scheduled around this time, including international conferences to attract more visitors.
Advertising, media buying, and media houses run their own special rates.
I’m certain there are more and better ideas. The 2010 Fifa World Cup gave us something positive to anticipate. We united and visualised the possibilities, lived the dream and felt better about ourselves as a people united behind a common purpose. Today we’re losing our shine in the world – recently underscored by our loss of the 2023 Rugby World Cup hosting rights, no less after the recommendation following an intensive evaluation.
We can lift ourselves up by collectively realising opportunities where none seem to exist.
Just imagine the temporary and permanent job opportunities that would be created in gearing up for our own homegrown version of Black Friday.
Vincent Magwenya is a founder and CEO of Conversations Media and Communications.