Black Friday in 2020: Here’s what consumers will be looking for

South Africans have embraced Black Friday with enthusiasm over the years, leading to a surge in sales for both brick-and-mortar retailers and e-commerce platforms. In 2020, the COVID-19 pandemic has drastically changed the landscape of Black Friday shopping, with consumers opting for online purchases to avoid the health risks associated with crowding in physical stores and shopping malls. Warwick Kernes, the founder of the Insaka E-Commerce Academy, shared insights on the upcoming Black Friday trends and the expected shift towards online shopping. While specific numbers are challenging to predict in the current unpredictable environment, there is a consensus that a significant portion of consumers have already transitioned to online shopping this year due to the convenience and safety it offers. Kernes emphasized that the momentum towards online shopping was already on the rise, and Black Friday would further catalyze this trend. Retailers, facing the challenges of a tough year, are also turning to online platforms as a lucrative sales channel to tap into the growing consumer base. The traditional scenes of shoppers lining up outside stores and engaging in frenzied shopping sprees are likely to be replaced by virtual shopping carts and online transactions. The shift towards online shopping is not only driven by the fear of COVID-19 but also by the convenience and accessibility that e-commerce offers. Despite the economic hardships faced by many individuals this year, there is still a strong desire to purchase gifts for loved ones and indulge in self-care after a challenging period. The allure of discounted prices and enticing deals on Black Friday motivates consumers to make purchases, even in the midst of financial constraints. The trends expected for Black Friday 2020 include a rise in online purchases across various categories, such as food, baby clothing, sports accessories, and electronics. The increased demand for sports accessories, driven by a shift towards outdoor activities like running and cycling, indicates a shift in consumer behavior influenced by the pandemic. Electronic gadgets and devices remain popular choices for both personal use and gifting purposes, reflecting the continued interest in technology products. One notable trend for this year's Black Friday is the extended duration of the sales event, with many retailers opting to launch their deals earlier in November. This extended timeframe allows consumers to explore multiple options and make informed purchasing decisions without feeling rushed or overwhelmed. Retailers are advised to stagger their promotions throughout the month to maximize exposure and manage the influx of online orders effectively. By spreading out the deals, businesses can cater to a wider audience and prevent logistical challenges that arise from a sudden surge in sales. Overall, Black Friday 2020 signifies a significant shift towards online shopping, marking a new era in consumer behavior shaped by the pandemic and the growing prominence of e-commerce platforms.