Black Friday now about survival

A new survey shows that Black Friday is no longer about being able to afford luxuries at reduced prices, but about survival for cash-strapped consumers of all income levels.

- 

An estimated 64.3% relyg on significant Black Friday deals on groceries and food to take the edge off what has been one of the toughest years financially for households across the country.

The survey was conducted by Debt Rescue to assess the mindset of consumers ahead of this year's major pre-festive season shopping event on Friday. Neil Roets, CEO of Debt Rescue, said while Black Friday has grown far beyond a single day of deals since first bursting onto the retail scene in South Africa in 2012.

Driven by online retailers like Takealot, it has evolved into a shopping “season” that encompasses Cyber Monday on 1 December, setting the tone for the festive holiday retail experience and generating real excitement and expectation among consumers.