This is according to Takealot’s platform data as these patterns come into focus as the e-commerce retailer extends its Black Friday campaign across November, with weekly deals starting on 26 October.
The retailer says its platform serves more than five million shoppers and records over one billion product searches annually. Its delivery network is supported by more than 15,000 drivers, giving the company a broad view of online shopping demand and fulfilment patterns.
Takealot’s search and purchasing data points to sustained interest in technology, homeware, beauty and everyday essentials. Popular categories include washing machines, televisions, air fryers, furniture, toys, beauty products and household staples.
Shopping activity also stretches into the early hours. Gauteng leads midnight shopping, followed by the Western Cape and KwaZulu-Natal, while digital products such as airtime and vouchers are particularly popular between 2am and 4am.
“These aren’t just metrics, they’re millions of individual decisions that, when aggregated, tell us the story of a nation’s needs, wants, and aspirations,” says Karla Levick, chief marketing officer at Takealot.
Takealot first introduced Black Friday to South Africa in 2012. According to Levick, the event has since grown from a single day of deals into a month-long shopping period.
This year, Takealot will introduce new Black Friday-priced deals across a range of categories each week from 26 October to 23 November. Partner brands including L’Oréal, NYX, Clarins, Xiaomi, Haleon and Canon are also expected to run flash sales, subject to stock availability.
The extended campaign spreads promotional activity across several weeks, giving the retailer more opportunities to engage shoppers before the main Black Friday event.
