Brief
South African Black Friday searches jump 30% year‑on‑year
Google data reveals South Africans are researching products and retailers earlier, with Massmart executives noting the shift toward extended shopping journeys.
By Felo News Desk · Published
Google Trends data released on 19 October 2026 shows that interest in Black Friday searches in South Africa was 30% higher over the past three months than the same period in 2025, according to bizcommunity.com.
What happened
The rise reflects consumers beginning their research earlier, looking up the event date, specific products, brands and retailers. Black Friday falls on 27 November 2026, but the increased search activity suggests a longer “Black November” period where shoppers compare prices and plan purchases.
What the reports add
The article notes that queries for items such as “PS5 Black Friday”, “iPhone Black Friday deals” and premium fashion brands were among the most common, highlighting interest across technology, gaming and apparel categories.
What was said
Charmagne Mazhindu, Massmart marketing vice‑president, told bizcommunity.com, “Black Friday is no longer only about what happens on the day. Customers are researching earlier, comparing their options and thinking carefully about where they can get the best value for their budgets.” She added, “Customers have more information at their fingertips than ever before, and they are using it.”
How it came about
The trend aligns with earlier Felo News coverage on retail dynamics, including the 16 October story urging retailers to fix checkout friction before Black Friday and the 29 September piece on value‑seeking product launches.
Key facts
- Black Friday search interest in South Africa rose 30% year‑on‑year over the past three months. (bizcommunity.com)
- Black Friday 2026 is scheduled for 27 November. (bizcommunity.com)
- Top searched items included PS5, iPhone models and premium fashion brands. (bizcommunity.com)
- Massmart marketing vice‑president Charmagne Mazhindu said shoppers are researching earlier and focusing on value. (bizcommunity.com)
Sources
- [1] bizcommunity.com — originally reported as “Black Friday searches rise 30% as South Africans chase better value”
