Story perspectives

Shoppers Demand Trust Over Discounts Ahead of Black Friday

11/5/2025

Summary

Story summary

Shoppers in South Africa approaching Black Friday 2025 are more discerning, prioritizing trust and value over discounts, says marketing expert Mathabo Sekhonyana.
AI-driven tools let consumers identify real deals, changing how promotions are judged.
Global competitors Temu and Shein challenge local retailers on price.
Retailers must emphasize authenticity and personalized experiences to build loyalty, citing OneDayOnly's pricing process with human oversight and market research.

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Story summary

Shoppers in South Africa approaching Black Friday 2025 are more discerning, prioritizing trust and value over discounts, says marketing expert Mathabo Sekhonyana.
AI-driven tools let consumers identify real deals, changing how promotions are judged.
Global competitors Temu and Shein challenge local retailers on price.
Retailers must emphasize authenticity and personalized experiences to build loyalty, citing OneDayOnly's pricing process with human oversight and market research.