Black Friday is around the corner again, this phenomenon is becoming more prominent in Nigeria, just like where it originated. Black Friday is the day following Thanksgiving Day in the United States Since 1932, it has been regarded as the beginning of the Christmas shopping season. It became a trend in Nigeria shortly after we had online shopping companies in Nigeria, where Konga and Jumia are the purported pioneers. Black Friday is supposed to be a day where prices of products are crashed to their barest minimum but over the years what seems to be Black Friday now appears to be an overrated and overhyped commercials.
Normally, it’s common to see retailers offer 10% – 30% discount, but it is expected that on Black Friday discounts should be higher than what it would be ordinarily, Nigerian retailers are fond of promising ‘Mind-blowing’ ‘Mouth-watering’ ‘Explosive’ discounts which at the end of the day appears to be a “Scam” to some shoppers. The reason is not farfetched, online retailers in Nigeria are very strategic in their approach to Black Friday knowing fully well that we are not a producing country, most of the products sold on Black Friday are imported, therefore it is most likely that some of these companies will be using their marketing budget to cushion the effect of the discounts that will be offered to customers, this is the real reason why throwing out different marketing campaigns for Black Friday is very essential.
The Black Friday Sale
There is no fixed date for black Friday but what is certain is that it falls in the month of November. In the year 2015 it was Nov. 27 and this year its 25th of November, what i still don’t get about online retailers in Nigeria is that their own black Friday usually starts earlier than the regular date. Konga for instance already customized theirs (Black Friday) and call it ‘Yakata‘ which is to start 18th – 21st of November, really! is that black Friday? Aside from the fact that it is starting earlier the end date still didn’t fall on the real black Friday date. Jumia on the other are a bit more strategic in their approach, they are starting earlier than Konga (14th – 25th of Nov.) and ending on the real date.
A study recently noted that the items in your average Black Friday circular do not really change from year to year. Also, worthy of note is that the items bought on a Black Friday are not necessarily made of the highest quality, because retailers mostly take advantage of this sale to dispose of their returns and old stocks, in most cases, the real discounted quality items run out of stock as quickly as possible. Hence, don’t be carried away by the ‘jaw-dropping’ discount, because 70% discount on the website might become 7% discount on outright purchase. Until we start producing what we consume in Nigeria our Black Friday sale might never be like what’s obtainable in other developed countries.
There is something I am not sure, and that is how Black Friday will look like this year because most of the leading online retailers already migrated to a full marketplace, will an average seller allow his or her products be discounted than what he/she could bear? Or will retailers spend more buying their own products for the sake of the sale? we shall see, bearing in mind that the recession is hitting hard on so many Nigerians, but who knows? people might be saving up for the sale.Share This