R30 Billion in Black Friday Sales — But South Africans Are No Longer Buying the Hype
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GUEST: Mathabo Sekhonyana – Marketing Specialist
South Africans are gearing up for another record-breaking Black Friday, but this year, the real story isn’t the sales — it’s the shift in shopper psychology. Despite spending over R30 billion across the country last year, consumers are growing weary of the hype, the gimmicks, and the endless “limited-time” offers.
Marketing specialist Mathabo Sekhonyana joins Kaya Biz to unpack why South Africans are spending smarter, not harder. As promotions start earlier and run longer, “discount fatigue” has set in turning loyalty into something brands must earn, not assume.
South Africans are gearing up for another record-breaking Black Friday, but this year, the real story isn’t the sales — it’s the shift in shopper psychology. Despite spending over R30 billion across the country last year, consumers are growing weary of the hype, the gimmicks, and the endless “limited-time” offers.
Marketing specialist Mathabo Sekhonyana joins Kaya Biz to unpack why South Africans are spending smarter, not harder. As promotions start earlier and run longer, “discount fatigue” has set in turning loyalty into something brands must earn, not assume.
