Welcome to this edition of INSIGHTS, a newsletter by Reveal.
In this week’s edition:
E-commerce retailers turn Black Friday into a month-long spend fest.
Consumers spend an average of 32.8% more in November.
Who gained ground in November 2024?
TRENDING
The Black Friday Effect: How South Africans Shopped in November 2024
Over the years, November has become Black Friday month, with many online retailers already running their Black Friday specials all month long.
Generally, spending increases during November as consumers try to get the maximum benefit of these Black Friday sales. But as with all opportunities, some capture it better than others.
So this month, we look at how e-commerce merchants managed to increase their spend share during November 2024.
Spend share before Black Friday
Looking at the share of spend for the 6 months leading up to Black Friday 2024 (May 2024 to October 2024), Sixty60 leads the way with 29.7% of spend, Takealot is in 2nd place at 23.7%, and Shein takes the third spot, with 15.1% of spend before Black Friday.
How did spending change during November 2024?
November 2024 tracked an increase in total spend of 32.8% compared to the average spend over the 6 months leading up to Black Friday.
But who were the retailers claiming their share of increased Black Friday 2024 spend?
Amazon, albeit from a low base, saw a 19% increase in spend share.
Shein achieved a 21% increase, while Temu landed a 29% increase.
Takealot maintained its share of the spend, indicating that it likely saw the 32.8% increase reflected in its numbers.
Those that got the least of the increased spend are Checkers Sixty60, Pick n Pay asap! and Spar 2U. But whilst they did see a decrease in spend share in November 2024, they still saw an increase in spend compared to the 6 months leading up to it.
So, who will win this year’s Black Friday? Only time will tell. But one thing is for sure: the spending season is upon us.
READER SENTIMENT POLL: Who do you think will win Black Friday 2025?
BITES
Guess who’s back?
Pick n Pay is giving its No Name brand a full overhaul, cleaning up its 3,000-product range and repositioning it as a leading private label. The relaunch comes as the group narrows losses and boosts trading profit by 273% in its bid to return to profitability.
Local Pharmacy Powerhouse
Dis-Chem’s momentum continues, with revenue up 8.7% to R21.3 billion and profit climbing 10.4% to R659.7 million for the six months to August. The pharmacy giant opened 17 new stores, bringing its total to 302, with plans for 32 more before year-end.
All Aboard for the State Mall
South Africa’s first government-owned shopping mall has opened at Isipingo train station in KZN. Developed by PRASA for R375 million, the mall features 45 store spaces and major tenants like Clicks, Spar and KFC already onboard, with more to come.
GO DEEPER
Want Deeper Insights in Your Industry?
Reveal is transforming how businesses understand and act on consumer behaviour through powerful, transaction-based insights.
By analysing billions of rands in real-world spend data from over 350,000 South Africans, Reveal uncovers the patterns, shifts, and opportunities that traditional research often misses.
Our intuitive dashboards and custom analytics empower retailers, brands, and agencies to make faster, data-driven decisions. Whether it’s
✅ spotting category winners,
✅ identifying high-value customers, or
✅ tracking real-time market changes.
For anyone needing a sharper lens on how South Africans actually shop, Reveal is the edge.
Keen to learn more? Book a meeting with data consultants.
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