Navigating the Black Friday frenzy

Black Friday is back, but with consumers and businesses feeling the financial pinch, many people are unable to take advantage of the specials. 

Though large numbers of shoppers were preparing to go in boots and all for a good deal, market researchers said not everyone planned to participate in the frenzy — be it in-store or online — or even hunt for bargains on specific items. 

Black Friday shopper Cheryl Larsen, 60, of Cambridge, East London, took the day off work and said she would be waiting at 7am for the Toys R Us doors to open at Hemingways Mall.

“I have three grandchildren, and normally the shop has marked down prices on their Barbies and Nerf guns.

“I’ll probably stop by Checkers to see if they have any offers too.” 

However, Larsen cautioned consumers not to get carried away by the appearance of a good bargain, when it was not, especially on bulk buy offers. 

“You mustn’t get sucked in by all the deals, that’s how they get you.”

Business and brand marketing strategy consultant Alison Tucker said this year Black Friday had companies and brands all fighting for the spoils of already empty purses.

“However, times are tough and bonuses are no longer a certainty for many.“Black Friday now has the potential to be lingering debt.”

“The consumer is being bombarded and overwhelmed with a clutter of brands, all pushing frequent marketing messages — often daily — at every possible touchpoint.

“This year, in some categories like clothing, we are seeing discounts of up to 60%.

“Brands are desperate to gain a little share of the available wallet.

“These discounts are often on a sliding scale linked to the number of items purchased, encouraging consumers to buy more items than they normally would.

“It has been a tough year for all and businesses are desperately trying to reduce their high stock levels.” 

Tucker said social media and online channels were bombarded with content, creating a confusing number of options.

“This year I suspect consumers are less likely to be seduced into buying things they don’t need and getting into debt, and more likely to be strategically using deals on what is already on their shopping list — which would be things like food and household products,” Tucker said.

“Consumers would [previously] even incur short-term debt to avail themselves of what Black Friday had to offer, knowing their [December] bonuses would be paid soon.

“However, times are tough and bonuses are no longer a certainty for many.

“Black Friday now has the potential to be lingering debt.”

The Daily Dispatch compared Black Friday online offers from leading retailers to their original prices.

Both Rama’s and Kloppers reduced their price for a Samsung 55'' Smart QLED TV from R12,999 to R10,999. 

Samsung and Takealot’s model, normally priced at R14,999, was slashed to R9,999.

Rama’s cut its price on the Bosch Series 2 Freestanding Fridge-freezer from R11,499 to R9,999, while Takealot reduced its price tag from R11,499 to R10,299. 

Builder’s Black Friday special had the fridge, normally retailing at R10,999 going for R10,599, while HiFi Corp offered free delivery but kept its price at R9,999. 

Babies R Us dropped the price of its Huggies Gold Jumbo 94 nappies pack in size 2 from R279.90 to R219.90, while Dis-Chem cut its retail price of R279.99 to R259.99. 

Clicks displayed its original price as R329,99 and its Black Friday price as R259.99.

Carey Forword, branch manager of Super Value Foods in North End, said the store was “going to be crazy”. 

“We’ve got pallets all on the floor, we try to find items that are really good [supplier] deals and make sure to order enough to supply the demand.”

The store would be running specials on milk, eggs, frozen and fresh chicken until Saturday. 

Forword said there was pressure on businesses to participate or risk losing customers. 

“It’s about drawing people in.

“If you don’t participate, people will go elsewhere to where the best deals are versus your normal customers.”

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