The Number of the Day is 9.7 percent. That is the share of South Africa’s annual retail trade sales that came from November 2024, according to Stats SA. It makes November one of the biggest shopping months of the year. It is also closing in on December, which contributed 10.5 percent of retail sales.
Anchors Francis Herd and Melissa Tighy explain how Black Friday evolved into “Black November”, spreading discount activity across the month. A retail expert from the Bureau of Market Research told them that November is now putting pressure on December’s traditional dominance. The anchors also point out that November’s share used to be high before COVID, then dropped, but has now climbed back to 9.7 percent.
The hosts reflect on real-time insights showing that online spending is leading this year, with growth of more than 10 percent over the Black Friday period. In-store activity remains steady but lighter than expected, partly due to rainy weather in Johannesburg and the ease of ordering online.
The 9.7 percent figure highlights how South Africans now shop, what they prioritise, and how retailers adjust to changing behaviour.
