As we approach the high-stakes shopping season spanning Black Friday through Christmas and into the new year, a data-led approach is essential for brands seeking to capitalise on the distinctive behaviours and trends shaping South African retail. Drawing on campaign data from Algorithm clients, insights from the Algorithm Owl Analysis, and Google’s research, this guide provides a comprehensive perspective on how brands can make the most significant impact during this crucial period.

Here’s a streamlined guide for navigating these shopping days with a data-focused strategy that maximises revenue and prepares for sustained growth, for those too busy to dive into the details below we have pulled out a top 10 list if key actions to consider for Black Friday and beyond. 

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Top 10 Key Actions for South African CMOs This Season

1. Early Promotions to Build Momentum
   Launch promotions ahead of Black Friday to capture early shoppers and maintain momentum through Cyber Monday. This increases awareness and enables effective remarketing during peak traffic days.
2. Adjust ROAS Bidding Strategies
   Optimise ROAS (Return on Ad Spend) targets on peak days, ensuring campaigns aren’t restricted by regular thresholds to maximise reach and visibility during high-sales days.
3. Optimise Seasonal Keywords
   Include “Black Friday”, “Cyber Monday”, and “gift” keywords in product listings and ads. These keywords improve search visibility, attracting consumers who are ready to purchase.
4. Daily Merchant Centre Checks
   Check your Google Merchant Centre product feed daily to ensure all items are approved and visible. This avoids last-minute disruptions that could impact visibility on peak shopping days.
5. Ensure Website Stability
   Test your website’s load capacity and speed to prevent downtime. High traffic can slow down or crash websites, so strengthen hosting and technical infrastructure.
6. Emphasise Trust and Security
   Reinforce consumer confidence by displaying SSL certificates, secure payment options, and transparent shipping/returns policies. Simple badges or icons can build trust, especially for new customers.
7. Highlight Flexible Payment Options
   Promote Buy Now, Pay Later (BNPL) and in-store pickup options to provide flexibility, which can enhance conversions during the compressed holiday season.
8. Create Urgency with Clear Messaging
   Use phrases like “Limited Stock”, “Order by [X Date] for Guaranteed Delivery”, and “Beat the Holiday Rush”. Consumers appreciate clear timelines to ensure on-time delivery.
9. Leverage Retargeting and Teaser Ads
   Retarget visitors on platforms like Google and Facebook, combined with countdowns or teaser ads, to re-engage users who viewed products without completing purchases.
10. Feature Gift Cards as a Last-Minute Option
    Promote gift cards prominently on your website, email, and social media channels as an ideal last-minute gift option.

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The Detailed View

1. Key Consumer Behaviour Trends: Beyond Black Friday

Black Friday Dominance:
Interest in “Black Friday” has overtaken “Christmas” as South Africa’s leading shopping event. Consumers are beginning holiday shopping earlier, with search interest peaking on Tuesdays through Fridays throughout November. This shift necessitates a sustained, carefully timed approach to both advertising spend and campaign engagement.

Weekend Slowdowns:
South African shoppers tend to pause Black Friday searches over weekends in favour of family time. This recurring pattern indicates that reallocating digital ad spend to focus on Tuesdays through Fridays can yield optimal engagement.

Strategic Takeaways:

• Focused Ad Spend: Allocate a significant portion of your Black Friday advertising budget to Tuesdays through Fridays in November, maximising steady search interest.
• Keyword Optimisation: Incorporate “Black Friday” keywords extensively across your site’s content and metadata to improve search rankings as consumers start shopping early.

2. Brand Loyalty is Fluid—Adapt Keyword Strategies

Dynamic Brand Affinity:
Around 60% of Black Friday searches in 2023 were brand-specific, up from 40% the previous year, indicating increased brand loyalty. However, this loyalty often wanes post-Black Friday, with generic searches and price considerations gaining traction. Due to cost-of-living pressures, affordability often takes precedence, especially in product categories like clothing and electronics.

Strategic Takeaways:

• Flexible Keyword Strategies: Employ a mix of branded and generic keywords to capture varied search behaviours. For example, in the luxury market, blending “premium [brand] watches” with “luxury watches” can attract both brand-aligned and cost-conscious customers.
• Continuous Keyword Research: As brand affinity fluctuates, continuous keyword research and agile adjustments will ensure campaigns remain relevant to changing consumer interests.

3. Discounts Drive Appliance Sales on Black Friday

Category Surge:
Home appliances are heavily discounted on Black Friday, and South African consumers demonstrate a 280% increase in search interest in this category, prioritising discounts over brand names. This trend continues with a smaller surge in January as consumers seek post-holiday bargains.

Strategic Takeaways:

• Deal-Driven Messaging: For appliance brands, emphasising discounts and value on Black Friday can significantly boost engagement. Target keywords like “discounted home appliances” and “Black Friday appliance deals” to attract value-focused consumers.
• Promotion Timing: Allocate ad spend for appliances leading up to Black Friday and during January to capture renewed interest in post-festive season sales.

4. Back-to-School Searches Start Early

Boxing Day Kickoff:
Search interest in “back-to-school” spikes on 26 December, as parents begin school preparations. This early interest signals a need to adjust campaign timelines accordingly.

Strategic Takeaway:

• Early Back-to-School Campaigns: Launch campaigns from mid-December to reach parents at the ideal time, ensuring brand visibility as back-to-school shopping begins.

5. Targeting Seasonal Trends in Food, Beverage, and Hardware

New Year’s and Back-to-School Opportunities for Beverage Brands:
Food search interest peaks around Black Friday and Christmas but declines at the start of the new year. Beverage interest, however, rises, particularly among parents preparing for the school term.

Hardware Demand Post-Festive Season:
January sees a significant rise in hardware-related searches, driven by consumer interest in DIY and home improvement projects, expected to drive spending well into 2025.

Strategic Takeaways:

• Beverage Trends: Target beverage-related keywords from late December to align with parents’ back-to-school preparations.
• Engaging Hardware Campaigns for DIY Shoppers: For hardware brands, platforms like YouTube Shorts are ideal for showcasing DIY projects and product transformations, driving engagement and brand awareness.

6. The Need for a Holistic, Data-Led Digital Transformation Strategy

While Black Friday is a prime opportunity to drive revenue, sustained success requires a comprehensive digital transformation strategy. Key components include:

• Data Collection & Analysis: Establish a strong data collection framework to continually analyse consumer behaviour. Algorithm’s Owl Analysis provides real-time insights to optimise engagement throughout the season.
• Integrated Media Strategy: The synergy between paid media, organic SEO, content, and customer experience (CX) is crucial. Paid media drives immediate reach, while organic strategies foster trust and long-term visibility.
• Optimised Customer Experience (CX/CRO): Streamline the customer journey to improve conversions, employing feedback loops to reduce friction and bolster loyalty.
• Engaging Content Across Social and Owned Channels: Interactive and relevant content on social channels maximises reach and connects with audiences beyond purchase incentives.

Conclusion: Turning Potential into Performance

In today’s digital economy, short-term gains are essential, yet only a holistic, data-led approach will enable brands to achieve meaningful growth from Black Friday, through Christmas, and into the new year. Algorithm’s commitment to sustainable transformation, powered by data and innovation, is focused on unlocking potential that delivers lasting impact. By understanding and responding strategically to consumer behaviour shifts, brands can harness this shopping season as a springboard for enduring success.

For further detail take a look at our in-depth article on Black Friday, Cyber Monday & Festive 2024

For a look back at some key trends from 2023 take a look at our Black Friday 2023 Trends Article