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What customers want this Black Friday, with clothing climbing the priority list

| On the move

Pick n Pay launches Early Black Friday deals, more to launch next week

In recent years, there has been a noticeable shift in consumer focus towards prioritising Black Friday deals on groceries, particularly meat, non-perishable pantry items, and cleaning products.

Pick n Pay reveals that their research indicates a growing emphasis on grocery deals this year. These massive savings, typically occurring once a year, provide customers with significant financial relief amidst the escalating cost of living. "Our findings suggest that the emotional returns from these exceptional savings resonate deeply with our customers, aiding them in managing household budgets," says Andrew Mills, Chief Marketing Officer at Pick n Pay.

This is also the time of year that many Smart Shopper customers use their accumulated points, further boosting needed savings, points out Mills.

Increasingly, clothes are also becoming sought-after Black Friday deals alongside toys. "This year Pick n Pay Clothing has rolled out daily Early Black Friday deals. Customers are seizing these opportunities both in-store and through their online shop," highlights Mills.

To enhance customer affordability, Pick n Pay Clothing recently introduced the PayJustNow payment facility to its stores, enabling users to split payments into three interest-free instalments – a feature expected to be widely embraced, maximising savings on Black Friday Clothing deals.

Despite the evolving preferences, Black Friday remains a golden opportunity to access high-value items at discounted rates, particularly in the realms of appliances and electronics. "Customer demand for these deals is substantial, and we anticipate continued interest for products addressing load-shedding concerns," adds Mills.

Beyond consumer preferences, Mills underscores the functional essence of Black Friday. “At the heart of it is good prices that bargain-hunting customers won’t find during the year and options to buy in bulk. Our strategic collaboration with suppliers a year in advance means we can meet these expectations, both in-store and online.”

Similar to previous years, Pick n Pay is giving customers an opportunity to shop ahead of Black Friday weekend and launched its Early Black Friday deals today. These offer up to 50% off essential items, such as rice, maize, sugar, oil, flour, tinned vegetables, cereals, detergents and toilet paper. Indulgent products, like coffee, ice cream and chocolates, are equally as popular.

Highlighting the impact of these deals on customers, Mills says that in some instances, one-fifth of total sales for some products promoted over Black Friday are sold during this period. “Customers save during the year for these deals, and bulk buy to maximise their savings for the December and January period.”

The newly operational Eastport Distribution Centre in Gauteng has proved pivotal to Pick n Pay's 2023 Black Friday strategy. With double the storage capacity, it enhances the retailer's ability to secure products pre-emptively, mitigating the impact of inflation and passing on more savings to customers. This facility also allows for meticulous planning of larger volumes of seasonal products, ensuring ample supply for events like Black Friday.

The Distribution Centre has significantly ramped up its inbound and outbound capacity by approximately 40% since October to keep shelves stocked over the peak trading period.

All Black Friday deals will be available for online shoppers. “Pick n Pay asap! and its scheduled delivery is ready to accommodate the expected surge in online demand. Additional personnel, vehicles, and bikes have been deployed to ensure that customers experience the convenience of having their orders delivered to their doorstep within an hour or, for substantial bulk orders, the following day,” concludes Mills.

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