“Alternatively, will festive sales this year see the same mixed outcome as Black Friday? For now, retailers are faced with a South African consumer who remains under pressure.”
The report found that income levels and access to credit must be considered “as primarily influencers of sale participation”.
“If Black Friday sales showed a decrease in popularity and spend, Christmas sales are likely to see similar outcomes unless stores (physical and online) display considerably higher price discounts,” the report suggests.
“Overall, the signals sent by a disappointing Black Friday numbers and other related data suggest a mediocre outlook for Christmas retail sales.”