Black Friday’s momentum shifts gears - 2024’s surge in car sales signals what’s coming next

AutoTrader data hints that car buyers are now treating Black Friday as a prime time to act, not just to shop.

Black Friday isn’t just a highlight for electronics and retail. It’s fast becoming a key period for car buyers too. According to AutoTrader data, analysis of vehicle sales over three consecutive weekends in 2024 shows a clear uptick in vehicle purchases during Black Friday weekend. 

In the weekend leading up to Black Friday, 2,145 vehicles were sold. During Black Friday weekend itself, sales climbed to 2,414 vehicles, marking a 12.5% increase from the previous weekend. The weekend after Black Friday weekend saw sales drop to 2,203 vehicles, making Black Friday weekend sales 19.3% higher than the following weekend. These figures suggest that buyers are more willing to make vehicle purchases during the Black Friday period, making it one of the most active sales weekends in November.  

“Black Friday 2024 showed that car buying behaviour in South Africa is evolving,” commented George Mienie, CEO of AutoTrader. “Consumers aren’t waiting for year-end clearance sales, but are rather responding to opportunity and acting with intent. The data reinforces that South Africans are increasingly confident in the used-car market and ready to make purchasing decisions when the timing feels right.”

Looking at the most popular used vehicles sold during this period, bakkies and hatchbacks dominate the list. The Ford Ranger, unsurprisingly, led sales with 153 units, and was followed by the Volkswagen Polo (125), Toyota Hilux (112), Volkswagen Polo Vivo (110), and Toyota Fortuner (60). Interestingly, this is consistent with the best-selling used vehicles in November 2024, with the only difference being that the Hilux finished that month in second place overall. 

Lower down the list, there’s a mix of luxury sedans like the Mercedes-Benz C-Class and affordable compact cars like the Toyota Starlet, showing that buyers across multiple segments, from workhorses to family SUVs, were active during Black Friday weekend. 

The data suggested that Black Friday weekend is a time when car buyers are motivated to act, even without large, widely advertised discounts. For those considering a new vehicle, it’s a reminder that timing can be just as influential as price when it comes to making a purchase.