9.7 Percent: The Weight of November Shopping
South Africa’s retail economy has seen November rise in importance, with the month contributing 9.7 percent of all annual retail trade sales in 2024. The data comes from Statistics South Africa and reflects how buying patterns have changed over time. November’s growing share shows the impact of Black Friday and the shift toward what many now call “Black November”.
Anchors Francis Herd and Melissa Tighy discuss how November has been catching up with December. December traditionally dominates the retail calendar and contributed 10.5 percent of annual sales in 2024. However, November is narrowing the gap. Francis and Melissa note that November’s share used to sit at about 9.7 percent before the pandemic. During COVID-19, the number dropped, but it has now climbed back to where it was before.
Consumers are responding to promotions earlier than before. Black Friday has become a month-long event, and retailers release deals well before the final weekend. According to a conversation with the Bureau of Market Research referenced during the broadcast, November is putting pressure on December because promotions and shopper interest peak earlier in the festive season.
The pair also highlights key behavioural shifts. Real-time data pointed to online spending as the strongest performer this year. Online purchases grew by more than 10 percent during the Black Friday period. Meanwhile, in-store turnout was mixed.
Field reporting mentioned that foot traffic was solid but not as busy as expected. Weather conditions, such as rain in Johannesburg, may have influenced the turnout, but convenience is a much bigger factor. Online shopping allows consumers to compare prices easily and avoid crowded stores.
The anchors also mention the scale of spending. November 2024 retail trade sales totalled R139 billion, showing how much money moves through the system during the period. Shoppers tend to focus on big-ticket items, especially when they feel confident enough financially to make those purchases. The conversation earlier in the week pointed out that consumers have been shifting spending toward larger goods now that financial pressures have eased slightly.
The 9.7 percent contribution underscores how important November has become for businesses. Retailers plan months in advance for increased demand. Stock management, logistics, staffing and pricing strategies all revolve around expected spikes in November. If November underperforms, it becomes harder for retailers to recover in December, even with festive activity.
Online retail continues to expand, and November remains a key driver of that expansion. South Africans increasingly use online platforms to track discounts, compare prices and complete purchases, making the market more competitive and forcing retailers to refine their digital strategies.
With the continued rise of Black November, the 9.7 percent figure is likely to remain a significant marker of consumer behaviour. It reflects the balance between economic pressure and opportunity, showing how households plan their spending and how the sector adapts to changing patterns.