Mbabane – A new national survey shows that Black Friday has shifted from a once a year opportunity to buy luxuries at reduced prices to a survival measure for households navigating one of the most difficult financial years in recent memory.
Debt Rescue conducted the survey to gauge how consumers are approaching this year’s shopping period, which traditionally begins on the final Friday of November. The findings reflect how rising living costs, high interest rates and shrinking disposable income have reshaped spending behaviour across South Africa, a trend familiar to many families in Eswatini who rely on cross border shopping for groceries and household essentials.
According to the results, 64.3 percent of respondents say they depend on Black Friday promotions on basic food items to help ease financial pressure. Debt Rescue CEO Neil Roets notes that although Black Friday entered the South African retail space in 2012, led mainly by online platforms such as Takealot, it has since grown into a shopping season that includes Cyber Monday. While it once generated strong excitement, consumer attitudes have changed markedly.
Roets says more than half of the surveyed consumers cannot afford to take part in Black Friday this year. The survey shows that 50.38 percent believe the event drives people into unnecessary debt, while 25.3 percent feel pressured into buying items beyond their means.
For most households, Black Friday has become a chance to secure essentials rather than treats. Roets explains that consumers now use the discounts to buy food and household necessities that would otherwise strain their monthly budgets. The survey indicates that 58.3 percent of participants will focus only on essentials, while 19.9 percent plan to look for clothing and school uniform deals ahead of the new year.
The results further show a deliberate move to avoid debt. About 60.9 percent say they will use cash or debit cards for their purchases, while only 3.5 percent intend to rely on credit. Roets says this reflects the financial reality faced by many South Africans, who are spending around 80 percent of their income servicing debt each month.
With households stretched thin, Roets warns that many families will still rely on credit facilities during December simply to enjoy a modest festive period. Much of this spending will go toward ensuring there is food on the table and maintaining a sense of stability during the holidays.
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