For the past two years Black Friday has taken SA by storm – and, if anything, it seems set to be even bigger this year, offering shoppers significant discounts, sales and promotions. Each year more retailers participate, but should every retailer do so? “The question should be if and how Black Friday fits into each brand’s unique strategy,” says Charl Thom, CEO of advertising group FoxP2. “You need to question what the impact on your brand and business will be.”

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