Only 7% of shoppers trust every advertised discount on Black Friday: Survey

A survey of 2,410 South African online shoppers reveals growing scepticism about Black Friday discounts, with only 7% trusting every advertised deal.

Despite the prevailing scepticism surrounding discount authenticity, 41% of shoppers still take part in Black Friday, albeit with a discerning eye. While some believe that 52% of discounts are legitimate, a significant 37% argue that most offers are misleading. These negative perceptions are prompting shoppers to become more strategic and proactive in their purchasing decisions, with 80% waiting for sales before making a purchase, and 76% comparing prices across different platforms.

“Before clicking ‘buy’, consumers are checking the price against other retailers, reading reviews, hunting for an extra discount code, and asking whether the saving is actually as good as it looks,” said Laurian Venter, director of OneDayOnly.

Yet, the intricacies of online shopping extend beyond mere discounts. An overwhelming 99% of respondents acknowledged that discounts influence some or all of their purchases. However, almost two-thirds (65%) expressed frustration over high delivery costs undermining potential savings. Meanwhile, 49% lamented their inability to assess product quality online, echoing concerns that items often do not match descriptions provided by retailers.

When asked how retailers could better facilitate savings, 40% of survey participants called for delivery-fee relief, while 32% desired deeper discounts, and 14% sought greater pricing transparency.

The rise of "Buy Now, Pay Later" (BNPL) services is also under scrutiny as consumers navigate their finances. Venter noted that OneDayOnly remains selective about BNPL providers, only collaborating with Payflex and PayJustNow, stating, “We do get approached by loads of different ones all the time and we say absolutely not.” However, she also recognised the potential benefits, acknowledging that BNPL can help consumers manage budgets without the interest fees often associated with credit cards. Venter added, “Buy Now Pay Later might sit in this negative credit bucket, but I think it’s actually quite positive for helping consumers budget without having to pay those ridiculous interest fees.”

As the landscape of online shopping continues to evolve, nearly 60% of respondents expressed a willingness to utilise AI-powered shopping assistants to compare prices and find the best deals.

To foster consumer confidence and encourage smarter shopping habits, OneDayOnly has set an ambitious goal of helping South Africans save R10 billion by 2030. So far, the platform has enabled consumers to save R6.7 billion through its discounts, a figure reflecting the difference between advertised retail prices and OneDayOnly's own pricing, excluding shipping.