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Black Friday shopping statistics 2021

47% of South African adults, or an estimated 18.5 million people, will shop the Black Friday sales this year.

We all love a good deal but it turns out that’s not the only reason people are shopping sale events like Black Friday. Finder’s survey of 1,203 South African adults reveals 7% plan to shop out of pure boredom. So why else are South Africans turning to the Black Friday sales? And equally – why are those choosing not to shop making that choice? Let’s unpack the stats.

Who is most likely to shop?

South African adults are planning to shop up a storm at Black Friday sales this year. In fact 47% of South African adults, or an estimated 18.5 million people, plan to make a purchase at the sales.

Men are more likely than women to partake in the shopping event, with 48% of men saying they plan to make a purchase compared to 45% of women.

Younger South Africans are the most likely to partake in the event, with 53% of those aged 25–34 saying they’re shopping the sales. At the other end of the spectrum, just 28% of those aged 65+ say the same.

Why are South African adults shopping the sales?

We all have our reasons for shopping the big sales events, but it turns out that the most popular reason of all is simply because South Africans think they’re great value, with 29% of adults planning to shop the sales for this reason. Meanwhile, 7% of adults are shopping because they’re bored and the remaining 10% are shopping but couldn’t give a specific reason why.

Men are more likely than women to be shopping because they’re bored, with 10% of men planning to shop away their boredom at the sales, compared to just 5% of women.

Why aren’t South Africans shopping the Black Friday sales?

It doesn’t take too much imagination to wonder why someone would want to buy an item for less. So why wouldn’t they?

Well, it turns out that 13% of South African adults think that retailers inflate prices before sales, making them want to opt out of the sales altogether.

An additional 7% say the products they want aren’t discounted, while 2% say they’ve never heard of Black Friday.

Which country has the most Black Friday shoppers?

Black Friday can bring to mind hoards of American bargain-hunters breaking through the front doors of stores across the country. So, it’s unsurprising the US tops the list for the number of people searching Black Friday deals in 2021.

The US has the highest search interest in Black Friday, making up roughly 21% of search volume for the shopping holiday, according to our analysis of historical search data for four key terms related to the shopping holiday in 31 countries. (See our methodology for a breakdown of our analysis.) Search interest within the US in 2021 is also up compared to 2020, jumping roughly 7%.

Germany takes silver for search interest in Black Friday, making up about 13% of the search interest in those 31 countries. And interest is way up in Germany, jumping roughly 18% year-on-year.

Taking the final spot on the podium is Brazil, which makes up around 11% of the search volume. Search interest in Brazil saw modest gains in 2021 of roughly 4%.

Chile may have only ranked 22nd in terms of search volume but saw the largest year-on-year gain in search interest (41%), whereas interest in Italy went the other way, with a precipitous drop of roughly 74%.

Want to know how your country stacks up? View the 31 countries searching for Black Friday in our map below, or use the table in the tab to see where your country ended up over the last three years:

Who are the most popular retailers in South Africa?

Search volume data from Ahrefs suggests that one of the most popular places to go for Black Friday deals is Game. Other popular retailers searched for include Makro, Takealot and Shoprite.

What are people looking to buy on Black Friday?

In terms of specific products and brands, data suggests that people are looking to bag deals on products like phones and laptops. Popular brands include Huawei, MTN and Vodacom.

Image: Getty

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