"Remember, remember, the 27th of November," the bargain-hunter in you whispers.

With Black Friday offering discounts on everything from household detergents to electronics and big-ticket appliances, many consumers have their shopping lists at the ready.

In the past, the shopping event sparked fights and stampedes across the country as crushing crowds battled to get their hands on the best bargains. But Covid-19 has changed spending habits and shopping behaviour around the world – and with new social distancing rules in place, SA retailers are having to think out of the box to prevent Black Friday from becoming a super- spreader event.

DEALS FOR DAYS

In the US, where the day originated, Black Friday is traditionally held the day after the Thanksgiving holiday, which always falls on the last Thursday of November. This year, the shopping bonanza day falls on 27 November.

But many retailers have decided to run promotions over several days and even weeks this year.

Renamed Black November, this is also an opportunity for manufacturers to sell stock they might have been stuck with throughout lockdown.

What some major SA retailers are doing: 

• Pick n Pay have extended their specials in-store and online over two weeks “to keep our customers safe and for them to shop at leisure”, says John Bradshaw, retail executive for marketing at the supermarket chain.
• Massmart, which owns Game and Makro, has been running deals all month long on home items, appliances and electronics.“Black Friday traditionally sees high concentrations of shoppers in retail stores across the country, which can create a challenging shopping environment,” says Brian Leroni, Massmart’s corporate affairs executive. “So we decided to relook the way we do Black Friday in 2020.”
• Takealot’s popular Blue Dot Sale usually takes place over five days, but this year it’s being run over three weeks, with new deals across various product categories going on sale each week. “The relevance of e-commerce, combined with a month-long focus on deals, gives customers a better way to shop,” says Julie-Anne Walsh, chief marketing officer at Takealot.
• While Woolworths will also be adhering to strict safety protocols in-store, the retailer is encouraging shoppers to take advantage of online deals and also make use of the Woolies shopping app. “We’ll have a strong online offering and we’re adding more couriers and slots to make sure you can shop all your favourite items online,” the store said in a statement.
• Checkers is offering deals on big-ticket items like tech and appliances and will also cut prices on household essentials, according to their website. The store’s Xtra Savings loyalty card affords shoppers access to personalised in-store Black Friday deals and savings in store.

ONLINE SHOPPING

Covid-19 is converting South African shoppers from “bricks to clicks”, says Debbie Law, retail sector head at Rand Merchant Bank, and Black November sales are expected to exceed festive season sales for the first time ever. “Lockdown has introduced more online shoppers in the past six months alone than in the past few years,” she says. 

Craig Lubbe, CEO of online marketplace Bidorbuy, says the group is expecting a high demand during Black November. “South Africans became a lot more conscious of their health and safety during lockdown, and footfall in the malls has still not returned to pre-Covid levels,” he says. “This suggests consumers are – understandably – still wary of visiting stores in large numbers.”

Top tips for safe online shopping:

• Know the merchant and their reputation – do some homework if you’re not familiar with the store and read reviews and experiences of other customers.
• Always place orders from a secure connection and make sure you have anti-virus software installed on your device.
• Look for the lock image in the address bar. This indicates your data is encrypted and can be shared safely.
• Authorise all online transactions with a one-time pin (OTP) from your bank. This is another mode of securely verifying a payment.

TAKE CARE IN-STORE 

While consumers are encouraged to shop online to avoid snaking queues, retailers will have safety protocols in place to ensure the safety of those who do visit their stores. 

Stay safe by:

• Wearing a cloth mask that covers your nose and mouth to prevent the spread of germs. Stores have a no-mask-no-entry policy and you’ll be turned away if you forget yours.
• Practise social distancing and follow the store’s guidelines to avoid overcrowding. Many major stores will be limiting the number of shoppers allowed in a store at any one time.
• Sanitise, sanitise, sanitise! Make use of sanitising stations in stores and use wipes to clean your trolley too. While most stores will disinfect check-out points and high-touch areas, it’s always best to have your own sanitiser on hand too.
• Avoid idly picking up and replacing products to limit contact with items handled by someone before or after you.
• If you’re buying clothing, it’s not advisable to try it on in store. There haven’t been enough studies done to determine how long coronavirus lives on fabric but if someone with the virus has touched the clothing and you touch your eyes or face, there’s a chance you could get sick.

AVOID BUYER’S REMORSE

It’s easy to get caught up in the shopping frenzy and to panic-buy just because you don’t want to miss the deal. Many stores will scream, “Limited quantities available!” and “Sale ends soon!” But don’t let fomo leave you with a hole in your wallet.

Here’s how to plan your purchases:

• Be strategic and subscribe to news-letters from stores ahead of time to plot and plan what you need.
• Comparison shopping became a major trend during the pandemic as people tried to weigh their basic needs against their finances. The method helps you avoid buying items just for the discount and instead helps you focus on essentials you’d buy anyway at some point.
• Looking to buy Christmas presents? Make sure you have a list and put items on your wish-list for easy access later. Draw up a budget and don’t buy on credit – the interest will cancel out whatever you saved on the purchase.
• Reap your rewards. Find out about your bank’s rewards programme – if there are any – and see how you can maximise on savings. 

NUMBERS

• 10 067 400 The amount paid by an international company for a “hospitality purchase” on Black Friday in 2019 – the most expensive online transaction of the day. 
• R1 406 The average online spend per South African consumer for Black Friday in 2019.
• 20 000 The number of orders Superbalist.com had received by 7am on Black Friday last year. 
• 24 to 36 A Standard Bank report shows last year’s biggest spenders on Black Friday were between the ages of 24 and 36.
• 595 792 card transactions were processed between 10am and 11am on Black Friday last year – the busiest time on the day.

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