A television you have been eyeing for months suddenly drops in price. A new pair of sneakers looks more affordable. An online store announces a flash sale, complete with a countdown clock and a warning that stock is running low. Suddenly, waiting feels like a mistake.
That is the appeal of Black Friday. What began as a major shopping event in the United States has become an increasingly familiar feature of retail across Africa, fuelled by e-commerce, social media and the promise of significant savings. But beneath the promotional banners and dramatic price cuts sits a more interesting question: how many of these deals are actually worth chasing?
The business of a bargain
Black Friday arrives with a simple proposition: buy more for less. In markets where consumers are careful about how they spend, a genuine discount on a smartphone, laptop or household appliance can make a real difference.
Research published by Sagaci Research in 2025 found that 54% of respondents across 54 African countries had heard of Black Friday. Among those familiar with it, 53% viewed it as a good opportunity to save. The figures point to a growing awareness of the event and its appeal to price-conscious consumers.
But a sale is also a carefully constructed marketing exercise. Retailers compete for attention with early-access offers, influencer promotions, limited-time deals and discounts that appear too good to ignore. The objective is not simply to lower prices. It is to give shoppers a reason to buy now.
That distinction matters. A countdown clock does not make a product cheaper, and a bold percentage does not necessarily make it good value.
When 50% off is not a bargain
The biggest discount is not always the best deal. A product advertised at half price may still cost more than the same item at another retailer. An inflated reference price can make an ordinary reduction look exceptional, while delivery fees and other charges can quietly eat into the savings.
Then there is the spending itself. Buying something for GH¢1,000 instead of its advertised GH¢1,500 price might feel like a win. But if you did not need it, you have not saved GH¢500 from your budget. You have spent GH¢1,000.
