Black Friday Statistics 2020

70% of South Africans will shop the festive sales if the price is right.

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‘Tis the season to spend and save, with festive sale events like Black Friday and Boxing Day fast approaching. So how many people in South Africa are planning to hit the sales this year? And how much of a discount will entice them to shop? We polled 1,524 South African adults to find out.

In this guide:

  • Men are more interested in shopping the sales than women
  • Millennials are more likely to be enticed by a discounted item
  • Who are the most popular retailers in South Africa?
  • What are people looking to buy on Black Friday?
  • How does South Africa compare to 11 other countries?
  • Which country has the most Black Friday shoppers?
  • Which are the most popular retailers in the world?
  • Methodology

70% of South Africans will be shopping this year’s festive sales if the price is right. That’s the equivalent of around 27 million people. On average, it’ll take a discount of 52% to make South African customers purchase an item.

Men are more interested in shopping the sales than women

Men are slightly more likely to be enticed by the sales than women, with 73% of South African men saying they’ll shop for an item for the right price compared to 68% of women who said the same.

It looks like men are more tempted by smaller discounts too. About 22% of men say that a discount of 5-25% off would be enough to motivate them to make a purchase, compared to just 14% of women.

Millennials more likely to be enticed by a discounted item

Those aged 25-34 are most likely to purchase a discounted item in the sales compared to all other age brackets. 76% of people in this age range say they’ll purchase an item on sale at the right price, while just 61% of 55-64-year-olds and those aged 65 and above say the same.

Those aged 18-24 need the deepest discounts of at least 55% to entice them to shop. Other age brackets say they’ll purchase an item if it’s discounted by anywhere from 47% to 53%.

Who are the most popular retailers in South Africa?

Search volume data from Ahrefs suggests that one of the most popular places for South Africans to go for Black Friday deals is online platform Takealot. Other popular online shopping destinations include Makro, Game, Checkers and Hi Fi Corp.

South Africa’s most searched retailers

Retailer Deals
Game All Black Friday deals
Makro Makro Black Friday sales
Takealot Takealot Black Friday sales
Checkers Checkers Black Friday sales
Pick n Pay Pick n Pay Black Friday sales
Evetech Where to buy mousepads
Clicks Where to buy supplements
Incredible Connection Incredible Connection Black Friday sales
HiFi Corp HiFi Corp Black Friday sales
Edgars All Black Friday deals

What are people looking to buy on Black Friday?

In terms of specific products, search volume data from Ahrefs suggests that South Africans have historically looked for deals on flights, though 2020 will probably dampen people’s interest in travel. Other popular items include gadgets, specifically laptops, the PlayStation 4, phones and the Xbox.

In terms of branded searches, telecommunications company Vodacom is one of the most common brands specifically searched for on Black Friday, along with Telkom and Kulula.

How does South Africa compare to 11 other countries?

Of the 12 countries included in this study, South Africa ranks first for the highest percentage of people who will be enticed by the sales (70%). This is followed by France (66%). Meanwhile, Italy has the smallest number of festive sales shoppers (50%), followed by New Zealand (53%) and the UK (56%).

However, in terms of the discount required to entice shoppers, Spanish adults actually require the highest discount of 60% off to motivate a purchase. People from France and Mexico also require steep discounts to entice them to shop, at 59% off and 58% off respectively. Meanwhile, Canadians say they’ll need the smallest average discount at just 42% off, followed by people in Hong Kong (44% off) and Ireland (45% off).

Which country has the most Black Friday shoppers?

Black Friday is synonymous with hoards of Americans breaking through the front doors of stores all across the country. But as far as the Internet is concerned, the US no longer has the top spot for Black Friday shoppers.

Brazil is the country with the highest search interest in Black Friday, according to an analysis of historical search data from SEMrush. Interest in the shopping holiday peaked and hit new highs in November 2020, jumping up 22.36% from the previous year. Brazil also accounts for 13.20% of all global searches for the term “Black Friday”.

The US doesn’t place silver either: that post is taken by France. Like Brazil, France also saw a jump in search interest year-on-year, jumping 22.22% between November 2019 and November 2020. France makes up 10.78% of all searches for the term “Black Friday”, which is quite impressive, considering that France only accounts for 0.84% of the population.

The US doesn’t even get the bronze on its own, sharing the podium with Germany for the second year in a row, with search interest in both nations increasing by the same amount over the last 12 months (22.28%). Both nations made up 8.82% of the search volume for the term “Black Friday”, but Germany is far outperforming in terms of its population size, with Germany accounting for 1.07% of the world’s population, compared to the 4.25% that the US represents.

South Africa ranked equal 27th overall for Black Friday search volume. Search volume has increased by 22% from November last year to November 2020.

Want to know how South Africa stacks up? View the top 20 countries searching for Black Friday in our map below, or use the table in the tab to see where your country ended up:

Rank Country Number of monthly Black Friday searches
1 Brazil 673,000
2 France 550,000
3 Germany 450,000
3 United States 450,000
5 Italy 368,000
6 United Kingdom 301,000
7 Spain 246,000
8 Netherlands 165,000
9 Canada 135,000
9 Poland 135,000
11 Sweden 110,000
12 India 90,500
13 Australia 74,000
13 Belgium 74,000
13 Mexico 74,000
13 Switzerland 74,000
13 Turkey 74,000
18 Argentina 60,500
18 Chile 60,500
18 Colombia 60,500
18 Finland 60,500
18 Greece 60,500
18 Portugal 60,500
24 Denmark 49,500
24 Romania 49,500
24 Vietnam 49,500
27 South Africa 40,500
27 Austria 40,500
27 Hungary 40,500
30 Norway 33,100
31 Czech Republic (Czechia) 27,100
31 Peru 27,100
33 Croatia 18,100
33 Ireland 18,100
33 Israel 18,100
36 Malaysia 14,800
36 Singapore 14,800
38 Hong Kong 12,100
38 Japan 12,100
38 New Zealand 12,100
38 Saudi Arabia 12,100
38 Slovakia 12,100
43 Egypt 9,900
43 Indonesia 9,900
43 Morocco 9,900
43 Nigeria 9,900
43 Pakistan 9,900
43 Philippines 9,900
43 Serbia 9,900
50 Bulgaria 8,100
50 Russia 8,100
50 Thailand 8,100
50 United Arab Emirates 8,100
54 Ecuador 6,600
54 Ukraine 6,600
54 Venezuela 6,600
57 Algeria 5,400
57 Slovenia 5,400
57 Taiwan 5,400
57 Uruguay 5,400
61 Bangladesh 4,400
61 Dominican Republic 4,400
61 Lithuania 4,400
61 Tunisia 4,400
65 Cyprus 3,600
65 South Korea 3,600
67 Bolivia 2,900
67 Bosnia and Herzegovina 2,900
67 Jordan 2,900
67 Luxembourg 2,900
71 Estonia 2,400
71 Georgia 2,400
71 Ghana 2,400
71 Guatemala 2,400
71 Sri Lanka 2,400
71 Paraguay 2,400
77 Azerbaijan 1,900
77 El Salvador 1,900
77 Kuwait 1,900
77 Zambia 1,900
81 Bahrain 1,600
81 Costa Rica 1,600
81 Kazakhstan 1,600
81 Latvia 1,600
81 Malta 1,600
86 Albania 1,300
86 Iceland 1,300
86 Jamaica 1,300
86 Lebanon 1,300
86 Mauritius 1,300
86 Moldova 1,300
86 Mozambique 1,300
86 Nepal 1,300
86 Oman 1,300
86 Honduras 1,300
96 Armenia 1,000
96 Cambodia 1,000
96 Zimbabwe 1,000
99 Angola 880
99 Senegal 880
101 Namibia 720
101 Nicaragua 720
101 Trinidad and Tobago 720
104 Belarus 590
104 Botswana 590
104 Cameroon 590
104 Libya 590
104 Madagascar 590
109 DR Congo 480
109 Mongolia 480
109 Montenegro 480
112 Haiti 390
113 Brunei 320
113 The Bahamas 320
115 Cabo Verde 260
115 Ethiopia 260
117 Guyana 210
118 Afghanistan 170
119 Belize 140

Which are the most popular retailers in the world?

It may come as no surprise that three of the most popular retailers that people are searching for on Black Friday are Walmart, Amazon and Best Buy. This is based on the top 1,000 “Black Friday” related searches from Ahrefs for the 20 countries we analysed.

All of the top 10 retailers were in the top 10 in 2019 too.

10 most commonly searched for retailers for Black Friday worldwide

  • Walmart
  • Amazon
  • Best Buy
  • Target
  • MediaMarkt
  • Kohl’s
  • Home Depot
  • GameStop
  • Lowe’s
  • Costco

Image: Getty

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