Black Friday in South Africa (SA) is no longer just a date on the calendar. It has transformed into a full-blown live experience where stories sell, products perform, and shopping becomes entertainment.
The old days of static banners and endless discounts are gone. Now, it’s all about trust, interaction, and shared moments.
Albert Makoeng, the brain behind Nfinity’s influencer ecosystem and TheSalt, believes that the future of shopping belongs to those who can tell the story, sell the story, and turn clicks into experiences.
People are done with being sold to. They want to see, feel, and believe before spending their money. Creators turn ordinary deals into moments worth talking about and make products come alive in ways no advert ever could.
Across the country, South Africans are already embracing live shopping, interactive campaigns, and influencer-led product drops. The phenomenon mirrors the massive live commerce trend in Asia where real-time demos and instant buying are boosting sales by double digits. SA is catching on fast.
Makoeng has witnessed a shift from “deal first” to “story first.” It is no longer about shouting 20% off. It is about showing how a product solves a real problem. Discounts now become experiences and flash sales turn into conversations.
One recent collaboration with Clicks Group brought skincare routines to life. Creators streamed live, showing products in action while answering questions and letting viewers buy immediately. The response was electric. When someone you trust shows a product actually works, nothing beats that.
Influencer marketing is no longer about likes or reach. It is about clicks, add-to-carts, conversions, and shares. The real power comes from trust and credibility, what Nfinity calls social capital. If the audience respects a creator, their recommendation skips past scepticism and drives real results.
Micro-influencers have a special advantage. They may not have big budgets, but they have intimacy. They speak directly to their followers, in their language, about moments that matter. Big campaigns are great, but personal connection wins every time.
Makoeng identifies three key trends shaping SA shopping. Shoppers now discover products through mobile-first experiences rather than catalogues. Live and scheduled drops allow influencers to demo products and interact with audiences before pointing them straight to checkout. Community-led trust means people buy because they believe in the creator, not because of the biggest discount.
Looking ahead, Black Friday will feel more like a festival than a frantic shopping day. Creators will host mini sales, live drops, and community bundles. Shopping will be part of the show, not an interruption.
Makoeng also offers a quick playbook for brands. Lead with your story, remove all friction, create live moments, build connections, and follow up fast. These steps transform deals into experiences and turn casual viewers into loyal customers.
Black Friday 2025 kicks off on Friday, November 29, and it promises to be a celebration of stories, not just sales.
–ChannelAfrica–
