Already we have seen the changes begin with the extension of special offers starting from the beginning of November leading up to Black Friday and inevitably Cyber Monday as well. This overlap of shopping holidays has given rise to the name Black November.
With R2.9 billion spent on Black Friday in 2018 and R6 billion in 2019, together with almost a third of millennials planning to spend more this holiday than they did last year [This year, many customers have not done all their regular shopping in-store out of fear of contracting the Covid-19 coronavirus. This has put pressure on retailers that have typically relied on foot traffic.
There is also a lack of trust in newly created online stores, which stems from the number of fraudulent online stores and scams that plague the internet. To avoid this, companies need to build trust in their customers through transparency as well as through ensuring that their websites are user-friendly and that customers are reassured that their personal information is secure.
It is no longer sufficient to just discount products, companies will have to give customers a meaningful experience and true value in their purchases.this festive season , return policies and delivery will also rise in importance .91.2% in 2019, up from 81.7% in 2018, retailers need to ensure that all product information is available on all platforms, providing a seamless experience and avoiding frustrating or even potentially losing consumers.
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