#BlackFriday push as TFG launches Shopfest

TFG is bringing its extensive brand portfolio and digital platform together for Shopfest ’26, a six-week campaign that combines themed retail events, app-exclusive promotions and in-store digital access to its wider product range.

26 Oct 2026

Source: Galleria Mall

Launched on 26 October 2026, the campaign spans key retail dates including Singles Day, Black Friday and Cyber Monday, alongside category-focused events intended to sustain activity throughout the season.

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Participating brands include Foschini, Markham, Totalsports, Sportscene, @home, American Swiss and Jet.

Extending the promotional calendar

Shopfest combines major shopping dates with themed campaigns including Sneaker Fest, Beauty Fest, Style Fest and Home Fest. The programme also includes After Dark, which offers app-exclusive deals on Bash from 8 pm to 8 am nightly until 19 November.

The approach spreads promotional activity across six weeks rather than concentrating it around Black Friday alone.

“ For the first time, we’ve brought all our brands together with Bash into one festival of shopping, at a scale no one else in South African retail can match,” says Anthony Thunström, CEO of TFG. He said the group hopes the campaign will deliver its biggest Black Friday yet.

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Connecting physical retail and digital commerce

A central part of the campaign is Bashstore, TFG’s endless-aisle technology, which allows store teams to access the wider group range beyond the inventory available on the shop floor.

The system enables customers to browse products and place orders through store teams, extending the reach of TFG’s digital assortment across its physical retail network.

This gives the group a way to connect its store footprint with Bash and offer access to products that may not be stocked at individual locations.

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Supporting the campaign across channels

Shopfest will be backed by digital and static out-of-home advertising across 18 malls in six provinces, alongside national radio and social media activity.

Launch-weekend activations are planned for 30 October to 1 November at Canal Walk in Cape Town and Mall of Africa in Gauteng. The campaign will also feature Sifikile, an original track produced with Sun-El Musician.