Black Friday Statistics 2020 - finder South Africa

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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

RetailerDeals
GameAll Black Friday deals
MakroMakro Black Friday sales
TakealotTakealot Black Friday sales
CheckersCheckers Black Friday sales
Pick n PayPick n Pay Black Friday sales
EvetechWhere to buy mousepads
ClicksWhere to buy supplements
Incredible ConnectionIncredible Connection Black Friday sales
HiFi CorpHiFi Corp Black Friday sales
EdgarsAll 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:

RankCountryNumber of monthly Black Friday searches
1Brazil673,000
2France550,000
3Germany450,000
3United States450,000
5Italy368,000
6United Kingdom301,000
7Spain246,000
8Netherlands165,000
9Canada135,000
9Poland135,000
11Sweden110,000
12India90,500
13Australia74,000
13Belgium74,000
13Mexico74,000
13Switzerland74,000
13Turkey74,000
18Argentina60,500
18Chile60,500
18Colombia60,500
18Finland60,500
18Greece60,500
18Portugal60,500
24Denmark49,500
24Romania49,500
24Vietnam49,500
27South Africa40,500
27Austria40,500
27Hungary40,500
30Norway33,100
31Czech Republic (Czechia)27,100
31Peru27,100
33Croatia18,100
33Ireland18,100
33Israel18,100
36Malaysia14,800
36Singapore14,800
38Hong Kong12,100
38Japan12,100
38New Zealand12,100
38Saudi Arabia12,100
38Slovakia12,100
43Egypt9,900
43Indonesia9,900
43Morocco9,900
43Nigeria9,900
43Pakistan9,900
43Philippines9,900
43Serbia9,900
50Bulgaria8,100
50Russia8,100
50Thailand8,100
50United Arab Emirates8,100
54Ecuador6,600
54Ukraine6,600
54Venezuela6,600
57Algeria5,400
57Slovenia5,400
57Taiwan5,400
57Uruguay5,400
61Bangladesh4,400
61Dominican Republic4,400
61Lithuania4,400
61Tunisia4,400
65Cyprus3,600
65South Korea3,600
67Bolivia2,900
67Bosnia and Herzegovina2,900
67Jordan2,900
67Luxembourg2,900
71Estonia2,400
71Georgia2,400
71Ghana2,400
71Guatemala2,400
71Sri Lanka2,400
71Paraguay2,400
77Azerbaijan1,900
77El Salvador1,900
77Kuwait1,900
77Zambia1,900
81Bahrain1,600
81Costa Rica1,600
81Kazakhstan1,600
81Latvia1,600
81Malta1,600
86Albania1,300
86Iceland1,300
86Jamaica1,300
86Lebanon1,300
86Mauritius1,300
86Moldova1,300
86Mozambique1,300
86Nepal1,300
86Oman1,300
86Honduras1,300
96Armenia1,000
96Cambodia1,000
96Zimbabwe1,000
99Angola880
99Senegal880
101Namibia720
101Nicaragua720
101Trinidad and Tobago720
104Belarus590
104Botswana590
104Cameroon590
104Libya590
104Madagascar590
109DR Congo480
109Mongolia480
109Montenegro480
112Haiti390
113Brunei320
113The Bahamas320
115Cabo Verde260
115Ethiopia260
117Guyana210
118Afghanistan170
119Belize140

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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