Sellers bank on Black Friday to reduce losses

Black Friday is here and it is gaining momentum in the country as some sections of shoppers are looking ahead to massive discounts offered by sellers, especially in big malls.

Black Friday is the biggest shopping day that comes after Thanksgiving and on the last Friday of November, apart from offering shoppers big discounts symbolises the opening of the year-end festive—Christmas and New Year.

On the other hand, sellers are looking ahead to recoup some losses they incurred throughout the year as the end-year festive softening shoppers’ pouches and goes into shopping spree—at discount rates .

A Daily News spot survey on Wednesday held in some leading shopping malls in Dar es Salaam showed that sellers have slashed prices by between 20 and 30 per cent to woo shoppers on Black Friday—which is tomorrow.

“With these discounts on offer we anticipate to woo shoppers, especially at a time when the roots of Black Friday are starting to hold ground,” said Babyshop Store Incharge, Ms Zamda Mohamed. The store is at Mlimani City Mall.

“It’s normal here at Mlimani City since it has retained an International Mall status…we normally prepare for the event year in, year out.

“Patient shoppers are waiting for the day which to our store the discount rate started yesterday and will last up to Sunday” she said.

However, she said the international event, is best known to those with foreign touch than locals.

“Most locals are yet to understand the essence of the largest discount day…those who are familiar are enjoying and are shopping at a heavy discount,”  Ms Mohamed said.

Black Friday is a colloquial term for the Friday after Thanksgiving in the US. It traditionally marks the start of the Christmas shopping season in the US. Many stores offer highly promoted sales at discounted prices and often open early, sometimes as early as midnight or even on Thanksgiving.

Mlimani City’s The Defacto Cashier, Ms Esther John, said the store’s Black Friday offer started Wednesday but the response was overwhelming, and are expected to make a lot of sales when it lasts.

“Our store is still new, it started in September but we expect our customers to get excited about the Black Friday offer and some have started to ask for it since last week,” Ms John told Daily News, the store deals with adults and children’s clothes.

Wanlong Manager Ms Consolata Shayo said since mid-November customers have been asking about Black Friday and what discount should they expect.

“Customers will start pouring in from tomorrow. In previous years customers came and asked about the Black Friday offer,” Ms Shayo said admitting that she knew about the event after starting working for Wanlong.

She said the store experience showed that shoppers are mostly buying decorations and home appliances during Black Friday.

A customer, Rose Kinabo said she prefers to shop during Black Friday because there are massive discounts and deals on a wide range of products.

“I can save up to 35 per cent when shopping during Black Fridays and most items are guaranteed,” she said.

South Africa’s enca.com reports that the growth of Black Friday media spending in Sub-Saharan Africa’s top social media channels has been significant in recent years. In 2022, digital advertising spending grew by 18 per cent.

Nigeria, South Africa, Kenya, Ghana, and Uganda accounted for 75 per cent of the total Black Friday digital media investment, according to enca.com.

“Facebook, Instagram and X were the most popular social networks used,” it said.

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