Black Friday and Cyber Monday are South Africa’s biggest shopping events. As Black Friday approaches, now is the time to evaluate your strategy for this year. Are you relying solely on discounts, or have you considered the growing trend of value-based campaigns to truly stand out?
Black Friday Beyond Discounts: Adding Value to Stand Out in 2024 and Beyond
Black Friday and Cyber Monday have become South Africa’s most anticipated shopping events, with eager consumers scouring deals for weeks in advance. As Black Friday approaches, now is the time to evaluate your strategy for this year. Are you relying solely on discounts, or have you considered the growing trend of value-based campaigns to truly stand out?
Here are a few insights to guide your efforts this year, ensuring your brand doesn’t get lost in the crowd. And as you reflect on the outcomes of 2024, consider how we can help you differentiate and elevate your approach in 2025.
Black Friday Beyond Discounts: Adding Value to Stand Out in 2024
Black Friday and Cyber Monday have become South Africa’s most anticipated shopping events, with eager consumers scouring deals for weeks in advance. Yet, for brands, the challenge lies in cutting through the overwhelming flood of promotions and standing out in a crowded marketplace. While traditional discounts have long been the mainstay of these sales periods, an emerging trend shows that adding value resonates more deeply with consumers than simply slashing prices.
Here’s why shifting focus to value-based offers and innovative strategies can help brands rise above the noise this Black Friday and Cyber Monday.
The Black Friday Landscape in South Africa
South Africans’ spending habits during Black Friday and Cyber Monday have grown exponentially over the years. A 2023 survey by BankservAfrica revealed that Black Friday sales accounted for a record R9.1 billion in card transactions—a 19% increase from 2022. However, with inflationary pressures, consumers are becoming increasingly discerning, looking for more than just bargains.
A study by PwC South Africa highlighted that 72% of consumers prioritize value for money over the sheer magnitude of discounts. This signals a shift toward meaningful purchasing experiences, where emotional connections and brand trust play pivotal roles.
Why Adding Value Wins Over Traditional Discounts
While discounts may drive impulse buys, value-based campaigns build loyalty and foster long-term relationships. Here’s why brands should consider pivoting this Black Friday:
Consumer Fatigue with Overwhelming Discounts
The sheer volume of deals leaves customers disoriented. Offering additional value—whether through rewards, experiences, or exclusive rewards—helps cut through the clutter. For example, a recent NielsenIQ survey found that 61% of South Africans prefer deals that offer added benefits, such as free shipping or bundled rewards.
Brand Differentiation in a Competitive Market
Everyone is slashing prices. By instead offering unique benefits like loyalty points, extended warranties, or exclusive early access, brands position themselves as thoughtful and customer centric.
Sustainability Matters to Shoppers
Modern consumers are increasingly drawn to brands with sustainable practices. For instance, Woolworths saw success with their “Buy 1, Donate 1” campaigns, which align with customer values while still offering compelling reasons to shop.
Post-Purchase Value Retention
Discounts often attract deal-seekers who do not return. Reward-based incentives, however, encourage continued engagement, ensuring that brands reap benefits long after the sales period ends.
Trends Shaping Black Friday & Cyber Monday
To stand out this year, South African brands should consider whether their campaigns tap into these emerging trends:
Rewards-Based Marketing
Rather than price cuts, offer guaranteed rewards. For example, a “Spend R500, Get a Movie Ticket” campaign is both aspirational and practical. Our data shows that brands enjoy up to 35% increased sales by using rewards to drive purchasing behaviour.
Omni-Channel Experiences
With an estimated 55% of South Africans shopping online during Black Friday (Statista, 2023), providing seamless integration between physical and online stores is crucial. Combining exclusive in-store rewards with online rewards boosts sales across both channels.
Limited-Time Experiences
Time-bound experiential offers, such as VIP event invites or “Black Friday Exclusive Collections,” capitalise on FOMO (fear of missing out), a key psychological trigger during this shopping frenzy.
Gamification of Shopping
Interactive campaigns—like spin-the-wheel promos—tap into the playful side of consumers, making shopping exciting rather than overwhelming.
Social Impact Campaigns
With 2024 being a tough economic year for many households, brands that align with giving back stand to resonate strongly. Rewarding shoppers with opportunities to donate a portion of their spend to causes they care about creates goodwill and drives purchases.
Strategic Considerations to Break Through the Black Friday Frenzy
Upgrade Discounts to “Buy 1, Get 1 Free” Deals
South Africans are value-conscious and love the idea of getting more for their money. Deals like “Buy 1, Get 1 Free” resonate strongly, especially in sectors like retail, dining, and FMCG, where perceived value can drive quick decisions. Promotions of this kind also feel less generic than a simple discount.
Creating Wanderlust through Travel Rewards
Travel is aspirational for many South Africans, and even local getaways or experiential rewards can be enticing. Rewards like game reserve stays, local lodge packages, or free access to attractions tap into the growing interest in exploring domestic tourism, especially post-pandemic. This aligns with campaigns promoting travel within the country, such as South Africa Tourism’s “Sho’t Left” initiatives.
Add Excitement to Shopping Through Gamification
Gamified experiences are engaging and have broad appeal across various demographics in South Africa. Interactive tools like scratch cards, spinning wheels, or digital games are particularly successful in grocery retail, loyalty programmes, and even telecoms promotions. These approaches drive traffic and create buzz while ensuring an enjoyable experience for customers.
Boost Sales with Reward-Packed Bundles
Bundling is a proven strategy in South Africa, especially in categories like FMCG, electronics, and fashion. For example, large chips packs bundled with a free QSR voucher or electronics paired with subscription services like streaming offer excellent perceived value. South Africans appreciate these promotions as they provide added convenience and practicality.
Go Beyond Black Friday with Personalised Experiences
While Black Friday is hugely popular, some South African consumers prefer to avoid the chaos. Tailored offers—like dining vouchers, spa treatments, or travel experiences—speak to a more discerning audience. Personalisation helps brands stand out by showing they understand their customers’ unique preferences, fostering long-term loyalty.
Reflecting on Black Friday 2024: Plan for 2025
Once the dust settles on this year’s Black Friday frenzy, take the opportunity to evaluate your results. Did your strategy cut through the noise and foster long-term customer loyalty?
Let us know your outcomes, and let’s work together to craft a standout campaign for 2025—one that adds value, builds trust, and keeps your brand at the forefront of consumers’ minds.
With consumers demanding more than just deals, the question for brands is not how much to discount but rather how much value to add.
Check out our LinkedIn page for more or contact us to start planning your 2025 Black Friday campaign today at howzit@tlcworldwide.com.
