South Africa's Black Friday period saw robust consumer activity despite economic pressures, with transaction rates peaking at 934 per minute on the day and a 15% year-on-year increase in November payments. Retailers reported strong online and in-store sales, including big-ticket purchases in travel and luxury items. Companies like PayInc, Vouch.co.za, Massmart, Absa, and TakeALot highlighted the unexpected surge in spending.
The Black Friday sales event in South Africa marked a notable success in 2025, even amid ongoing economic challenges and a high cost of living. Payments operator PayInc recorded 934 transactions per minute on Black Friday itself, dropping to 700 per minute on Cyber Monday, indicating sustained high activity throughout the period.
Insurance firm Vouch.co.za reported a 15% year-on-year rise in payment values for November, surpassing expectations given consumer financial strains. Shoppers focused on essentials while also indulging in other purchases, flooding both digital platforms and physical stores. Reeona Chetty, Head of Advice at Vouch.co.za, noted, “This year we saw an increase come through from a Black Friday perspective. I don’t think many of us were expecting that we would see additional spending at this time of the year, especially considering what we’re seeing economically. But there was a 15% increase in terms of the value of spend from a year-on-year perspective.”
Massmart observed a blend of online browsing and in-store buying, with physical locations capturing the majority of transactions. Customers often researched deals digitally before heading to shops for immediate collection or inspection. Langa Khanya, Massmart's marketing executive, explained, “In-store purchases... still account for the lion’s share of transactions... So in terms of the omni-channel behaviour, we are seeing that more customers are moving fluidly between channels. So browsing online, checking if there’s stock available, and then going in store to purchase. So it works hand in hand as a symbiotic relationship.”
Absa highlighted several high-value transactions exceeding one million rand, particularly in leisure sectors like luxury hotels, holiday stays, and car rentals. Andrew Wilmot, executive for payments acceptance at Absa Business Banking, said, “We did see a number of big ticket items this season, more than a handful over the million rand market single items... So it does appear that consumers, whilst on the whole are conservative and very deliberate around value, there are those that are willing to invest in experiences and have spent the money.”
Online retailer TakeALot achieved record-breaking metrics, including the highest single-day visits, orders, and units processed, with one basket topping R114,000 on Black Friday. This performance underscores resilient consumer engagement in a tough economic climate.