Black Friday is here! This is how social media is driving sales in SA

It is officially Black Friday and thousands of South African consumers are gearing up to spend their money on discounted products, services, and even experiences. 

New data from Aleph Group shows the trends and changes in South Africa especially as we head into the festive season shopping period.

A study by the company found that the role of social media significantly drives the rising popularity of e-commerce in South Africa.

According to the survey, 33% of South African consumers said social media has the biggest impact on their purchasing decisions.

This makes social media the most influential medium when compared to other performers such as search engines and adverts.

Several South African shoppers cite social media as their primary source of seeing advertisements, with 73% highlighting social network sites, Aleph said.

“Platforms like Facebook, Instagram, and X have become vital consumer channels, shaping trends and influencing purchasing decisions,” Stephen Newton, the managing director of Sub-Saharan Africa said.

“As brands leverage these platforms to engage with their audience, social media is one of the main catalysts in guiding consumer behaviour and transforming the retail landscape,” he added.

The survey found that 26.5% of respondents said they always purchase during the peak shopping season, representing more than one-quarter of the South African population surveyed.

“A further 22.9% said they tend to wait for this time of the year before making purchases or delay their purchases to take advantage of discounts,” according to the survey.

The research also noted that 29.1% of respondents noted that while unaware of the peak shopping season, they’d purchase if the offer was too good to ignore.

What are South Africans buying on Black Friday?

According to the research, most consumers seek out affordable and discounted items for Christmas and the holiday period.

The survey found that SA consumers tend to purchase big-ticket items on Black Friday.

This includes pricey electronics such as televisions, home appliances, and even vacations.

The research found that other popular items include back-to-school supplies for the coming school year and products associated with entertaining - braai equipment, groceries, and alcohol, for example.

Lastly, the survey found that clothing is the most popular product for South Africans on Black Friday, followed by electronics, shoes, cosmetics and perfumes, home appliances, and gifts.

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