Black Friday has become big business in SA: a day most brands cannot afford to ignore and an ideal opportunity for retailers to make significant difference to the bottom line – pushing sales, boosting results and outperforming competitors that don’t take part. Marius van Rensburg, executive creative director at advertising agency 99c, which is responsible for Checkers’ advertising, says that after a tough economic year many consumers are waiting for Black Friday to do their Christmas shopping. “That’s at the top end of the market. On the lower end, consumers will probably be pooling their resources to take advantage of specials on goods such as groceries, which will help them to budget as we go into the busy festive season,” he predicts. South Africans have bought into the Black Friday phenomenon wholeheartedly, evident in the way that retailers push Black Friday more and more every year, he says. “I suspect 2018 will be the biggest yet as far as store participation goes.” One of th...

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