More than 3,600 stores, 400+ brands and hundreds of deals come together in one connected
shopping festival, powered by TFG and Bash
TFG (The Foschini Group) today launch SHOPFEST ’26, a sixweek shopping festival connecting the group’s retail network and the Bash platform in one joined
up campaign. Rather than concentrating trade into a single Black Friday weekend, SHOPFEST
runs a programme of events across the season, giving customers reasons to explore more
brands, discover new offers and keep coming back.
One festival. Every channel.
Featuring brands such as Foschini, Markham, Totalsports, Sportscene, @home, American Swiss
and Jet, the festival line-up runs across the season; Launch week, Singles Day, Black Friday,
Cyber Monday.
In between, category-led fests, including Sneaker Fest, Beauty Fest, Style Fest and Home Fest,
give shoppers a reason to come back for the things they love. For customers who love a little latenight browsing, After Dark adds another dimension, with app-exclusive deals available on Bash
from 8pm to 8am each night until 19 November.
“SHOPFEST is the most exciting concept we have ever launched for Black Friday,” said Anthony
Thunström, CEO of TFG. “For the first time, we’ve brought all our brands together with Bash into
one festival of shopping, at a scale no one else in South African retail can match. It’s certainly our
hope that this will be our biggest Black Friday ever.”
The festival also runs through every TFG store via Bashstore, TFG’s endless-aisle technology.
From any store, in any corner of South Africa, store teams can help customers shop the full
SHOPFEST line-up of brands and deals and place orders on the spot. It goes well beyond finding
a missing size or an item that isn’t on the shop floor: it puts the group’s entire range within reach
of every store. It’s the Bash app on the shop floor.
Bringing the festival to life
SHOPFEST extends beyond stores and digital channels through a broader campaign across
media, retail and activations. Digital and static out-of-home media across 18 malls in six
provinces, alongside national radio and social channels, will bring the festival to shoppers
throughout the season
From 30 October to 1 November, launch-weekend activations are planned for Canal Walk in Cape
Town and Mall of Africa in Gauteng. Interactive experiences, prize opportunities and festival-inspired giveaways will give shoppers more ways to engage with SHOPFEST and discover
participating TFG brands.
Leaning into the festival spirit, the campaign will also have its own soundtrack. Sifikile is an original
track produced with Sun-El Musician.
SHOPFEST ’26 launches on 26 October 2026, with deals available at participating TFG stores
nationwide and on the Bash app.
