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Game | SA Consumers Demand Omnichannel Black Friday Experience

A consumer survey carried out by local retailer, Game Stores, in October has found that consumers want the option to shop both in-store and online this Black Friday – despite a significant rise in e-commerce over the last two years.

The retailer, whose month-long promotion is aptly called Black November, surveyed almost 2000 South African consumers and found that 50% of the sample wanted to shop both in-store and online. Interestingly, 25% of the sample planned to shop in-store only, while a lesser portion (23%) planned to shop solely online.

The sample who said they wanted the option to shop both ways earned anywhere between R10 000 and R30 000 per month and were likely to be between 18 and 24 years old. Those looking to shop in-store only were likely to be over 50 or earn less than R10 000 a month, while online shoppers were more likely to earn over R30 000 a month. “This is an important distinction, especially in South Africa where a large majority of the population is earning less than R10 000 a month. In our experience, these customers are more likely to shop in-store with cash, and will be comparing competitor prices to ensure they are getting the best price possible on their planned purchases,” explains Andrew Stein, Vice President of Game.

The survey found that 94% of respondents compare prices across retailers when planning and shopping for Black November deals. “South African consumers are savvy shoppers and bargain hunters, and it is for this reason that we have introduced our Price Beat Promise to Black November for the first time in our 51-year history,” explains Stein. “This gives price-comparing consumers the opportunity to always pay the very lowest price in the market on each and every item stocked at Game.” Game’s Price Beat Promise – which guarantees to match the price of any item found cheaper at a competing retailer, and give consumers 10% back on the difference between prices, both before and for 21 days after purchase – has previously been unavailable on Black November promotional items.

Game, which was 2019 and 2020’s ‘most searched for’ retailer during Black November has become synonymous with the shopping event. Realising the need to attract more customers to stores this year to take advantage of the month-long deals, Game has continued to aggressively roll out store revamps across South Africa. “We are catering to all our shoppers and will be offering deals on core categories such as household appliances and electronics – including TVs, laptops and smart phones. However, many consumers, use this shopping event to stockpile on essentials such as nappies, groceries, toilet paper and cold drinks. Outdoor and sports is also seen as a strong category for Game over the period,” says Stein.

Consumers aged between 24 and 35 were on the hunt for appliances this Black Friday, while females over the age of 25 were more likely to be looking for deals on groceries and essential items. Meanwhile, males under the age of 50 were most likely to be looking for deals on electronics.

“While we have certainly seen a marked increase in e-commerce over the last 18 months, the Game consumer remains likely to shop with us in-store. We continue to see the value in offering our consumers an omnichannel experience, by allowing customers to shop in-store and online and keeping our stores safe and stocked – not only during Black November but throughout the year,” concludes Stein.

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