Extended Black Friday goes online to cut crowds
● Retailers are promising great deals for consumers during this year’s Black Friday sale, but with the need to adhere to social distancing requirements the scope of the event will change this year.
Black Friday, which is run over the last weekend of November, is known for its prefestive season discounts. The event has become one of the days of biggest turnover for retailers in SA and across the globe.
But social distancing requirements due to Covid-19 mean the crush of shoppers in stores in previous years will need to be served in other ways. In light of this, retailers are extending the event beyond the traditional Black Friday weekend and will encourage online shopping.
Liz Hillock, head of online and mobile at Woolworths, said the retailer would again be participating in Black Friday this year “with incredible promotions in fashion, beauty, home and food, online and our app”.
Offers will not be limited to the Black Friday weekend as Woolworths will offer discounts over the whole Christmas trading period.
John Bradshaw, retail executive for marketing at Pick n Pay, said to avoid overcrowding, deals will be extended over two weeks.
Brian Leroni, corporate affairs executive at Massmart, said Game and Makro stores will run Black Friday deals throughout November as opposed to a restricted threeto five-day period from November 27.
Retailers are encouraging consumers to use their online and e-commerce platforms.
Hillock said customers can go online to check if a product is available in their local store or shop online. This is open to the 1million customers the retailer has on its app. “This will ensure customers are able to plan their trips to stores, which should assist in maintaining social distancing,” she said.
Retailers are preparing for a surge in online sales and some are offering exclusive online deals.
Hillock said Woolworths will add more pickers, couriers and slots to ensure shoppers have a seamless online purchasing experience.
Leroni said Game will offer the same deals both in-store and on their online platforms.
While Pick n Pay will have exclusive online deals leading up to Black Friday, all deals will also be available online so customers can shop from the comfort of their homes, Bradshaw said. These will include basic food or pantry items and bigger or luxury purchases such as appliances or tech products.
Retailers are also offering consumers previews of coming promotions.
Pick n Pay, Makro and Game customers can all log on to their websites to receive notifications and newsletters.
“From Monday, customers will be able to sign up for 2020 Black Friday alerts on our website,” said Bradshaw.
Takealot did not respond to requests for comment.
But even with an extended Black Friday event, retailers may be disappointed this year given the financial hardship South African consumers now face due to lockdown.
Casparus Treurnicht, an analyst at Gryphon Asset Management, said unemployment had skyrocketed so fewer people will be filling up their trolleys.
“In my opinion Black Friday is just a tactic to lure consumers into shops with specific items. Retailers will always want to keep their overall margins up,” Treurnicht said.