From humble beginnings, Black Friday has become one of the most anticipated shopping events of the year, marking the start of the festive season for many South Africans. While it originated in the USA, South Africa has put its own spin on the event, with many retailers extending sales throughout November. But as Black Friday gains momentum, it’s important for consumers to understand the impact of marketing strategies employed by brands.

Carl Velusamy, Manager at MANCOSA School of Public Administration, warns that shoppers should be aware of the different marketing tactics used, particularly the rise of ambush marketing. This strategy could affect the deals they think they’re getting.

Yearly Growth

Despite a challenging economic environment in 2023, Black Friday continued to attract impressive sales numbers. According to BankServ Africa, their 3D-Secure service recorded 1.4 million Black Friday transactions, amounting to R1.39 billion, a 17% increase from 2022 and a 39% improvement from the previous year’s R1 billion total.

"Even with tough economic conditions, South Africans are still eager to participate in Black Friday sales. This year looks set to be another massive event," says Velusamy.

Understanding Ambush Marketing

Ambush marketing is a tactic where brands leverage the exposure of an event without officially participating. Traditionally seen at sports events, this strategy involves associating a brand with the event's buzz without paying sponsorship fees. During Black Friday, ambush marketing manifests differently.

"Ambush marketing during Black Friday involves brands riding the wave of excitement without participating directly in the sales or promotions," explains Velusamy. "Unlike traditional marketing—which uses planned sales, discounts, and direct advertising—ambush marketing subtly associates with the Black Friday frenzy, perhaps by launching themed campaigns or using language that evokes the season's urgency."

While traditional Black Friday marketing focuses on heavy discounts and time-sensitive offers to drive immediate sales, ambush marketing often aims to boost brand awareness and engagement without significant profit loss. "Traditional marketing works best for direct sales, while ambush marketing is more about brand positioning," says Velusamy.

Mzanzi’s Unique Approach to Black Friday

In South Africa, Black Friday has evolved beyond a single day, with many retailers starting sales weeks in advance, particularly online. "As consumer habits shift from single-day shopping to multi-week, omnichannel experiences, ambush marketing is adapting," Velusamy points out. Brands may leverage SEO, social media ads, and influencer collaborations to capture Black Friday-related traffic without participating in sales.

Ambush marketing campaigns may even use influencers to generate excitement around products without explicitly offering Black Friday deals. "Younger audiences, who are often less responsive to traditional sales tactics, may be drawn to these more authentic, engagement-driven strategies," Velusamy explains.

Blending Consumer Trends with Brand Values

Velusamy acknowledges that economic pressures from 2023, combined with a rising cost-of-living crisis, may influence festive season spending. He urges consumers to be cautious and avoid getting swept up in the hype. "Brands should align their marketing strategies with their core values. For instance, if a brand focuses on sustainability, promoting eco-friendly shopping during Black Friday can stand out as authentic and unique," he says.

Honest Marketing Practices

Brands should be careful not to mislead consumers. Velusamy advises against falsely advertising discounts or limited-time offers. "Consumers are savvy. They track prices throughout the year and are aware when prices are inflated just before Black Friday to create the illusion of a major discount. Building trust through clear and honest communication is crucial," he adds.

A Word of Caution to Consumers

Velusamy encourages consumers to stay informed about the marketing tactics used during Black Friday and to be smart about their purchases. "Retailers shouldn't assume that consumers are unaware. Many are monitoring prices closely and understand the tricks some brands use. Transparency is key," he concludes.

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Organisation: MANCOSA
Contact Person: Lola Lazarus, Bullion PR & Communication
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Ambush Marketing and Black Friday: What You Need to Know
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