Black Friday 2025 is just three weeks away, on Friday 28 November 2025. And as always, South African shoppers will be swarming malls and online stores to chase those ‘unmissable’ deals. However, a new report from Research Gate should be cause for concern for Black Friday 2025 in South Africa.
According to the Fake Discount Epidemic Study of 2025, six out of ten shoppers are tricked by fake discounts, says Marketing specialist Mathabo Sekhonyana. Most often, in the weeks leading up to Black Friday 2025, retailers will over inflate prices. Only to ‘mark them down’ with red tags and countdown clocks to give the illusion of a deal.
BLACK FRIDAY 2025 FACT CHECK
Nevertheless, discount deception isn’t just a South African practice. Research by a UK consumer group showed that in 2024, nine out of ten Black Friday offers were cheaper or the same price at other times of the year. Plus, the new study has found that misleading price reductions are most common in fashion (47%) and electronics (21%). So, beware!
While retailers will see profits soar on Black Friday 2025, it’s poor South African consumers who lack awareness and get duped by deceptive deals. According to the report, nearly half of the fake deals are circulated on social media. As a result, there’s a growing distrust among consumers towards brands.
BE SMART, DON’T OVERSPEND
Nevertheless, what can you do to sort the decepetive deals from the real ones on Black Friday 2025? Sekhonyana says the key is simply spend smart, not impulsively. Be aware of pricing tricks and only make ‘intentional choices.’ To do this you must track prices from early on (like now, three weeks’ out at least).
There are plenty of helpful tools like South Africa’s award-winning PriceCheck comparison site. It sounds obvious, but knowing the original price is important to discerning if it’s deal or no deal. Next, don’t fall for cheesy countdown clocks. Urgency is a retailer’s favourite trap. They want you to pull the trigger now.
SOUTH AFRICANS CAN STILL SCORE ON BLACK FRIDAY 2025
Don’t buy impulsively and always stick to your wishlist. A deal is only a deal if you actual need the item. Check delivery costs and read that fine print. Remember, shipping can often eat right back into your discount. Follow brands that have earned your trust. Research finds you’re 80% less likely to be duped by a brand you know, than not some fly-by-nighter with a deal that’s too good to be true.
“Black Friday 2025 will still be a great time to score some deals. But my advice is to do your research beforehand and spend wisely. And monitor prices between now and Friday 28 November 2025 to make the most-informed purchasing decision possible,” concludes Sekhonyana.
But what do you think? Are you looking forward to Black Friday 2025? Or do you agree it’s mostly a discount deception to get consumers buying? Let us know in the comments section below …
