In Conversation with Janis Robson, Business Development Head at FNB
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A packed store at the end of November or a rush of online orders can make Black Friday look like a resounding success for a business. But the longer-term financial picture could tell a different story, especially if heavy discounting and unsold stock leave the business with less to show for its busiest trading period than it had hoped for.
While Black Friday started out as very much a USA event, the shift by South African consumers towards November shopping is now well established. According to Statistics South Africa, November accounted for 45.9% of combined November and December retail sales in 2025, measured at constant prices, compared with 42.5% in 2011.
This points to a longer-term shift in the timing of festive spending, although the figures do not isolate Black Friday’s contribution and the shift has not been uninterrupted. December remains the busiest month for most retail categories
While Black Friday started out as very much a USA event, the shift by South African consumers towards November shopping is now well established. According to Statistics South Africa, November accounted for 45.9% of combined November and December retail sales in 2025, measured at constant prices, compared with 42.5% in 2011.
This points to a longer-term shift in the timing of festive spending, although the figures do not isolate Black Friday’s contribution and the shift has not been uninterrupted. December remains the busiest month for most retail categories
