What South Africans are expected to buy this Black Friday

As technology journalists, we are immensely interested in what will happen during this year’s Black Friday.

This is for two reasons in particular, with the first being the desire to shop and look for deals as the cost of living has risen sharply in 2026. The second pertains to how Black Friday has evolved in recent years, with it previously happening on the last Friday of November, to now taking place throughout the month, and rebranded as Black November in the process.

When it comes to what South Africans will be purchasing during Black Friday/Black November, the most popular local online retailer in the country, Takealot, has shared some insights.

As the retailer explains it, the choice to extend its deals before November actually kicks off is driven by one reason – consumer choice.

“Backed by solid buying behavioural patterns, Takealot has responded to South African shoppers’ needs by extending the Black Friday shopping experience to an entire month. This will afford South African shoppers more time, more choice and more ways to find the deals they’re looking for,” it shared in a release to Hypertext.

“With over 5 million shoppers, more than 1 billion product searches annually and a delivery network backed by more than 15,000 drivers, Takealot has a unique view of how South Africans shop. Last year’s Black Friday sales broke records, and this year shoppers can expect new deals throughout the month,” it added.

To that end, from 26th October to 23rd November, Takealot said that South Africans can look forward to new Black Friday-priced deals across a range of categories every week. This will culminate with a larger scale of sales happening on the actual Black Friday come 27th November, with these expected to extend into the weekend, and Cyber Monday on 30th November.

As for what South Africans are expected to be purchasing, Takealot highlighted that a handful of categories will garner plenty of interest. Within the cost of how expensive everyday essentials have become in 2026, this category in particular is anticipated to feature many deals. The usual options of consumer electronics and home appliances are cited too.

“Takealot’s search data shows strong and sustained interest across tech, homeware, beauty and everyday essentials, with products ranging from washing machines and TVs to air fryers, furniture, beauty, toys and household staples among the platform’s most searched and purchased categories,” the retailer highlighted.

“The data also shows that South Africans shop around the clock. Gauteng leads midnight shopping, followed by the Western Cape and KwaZulu-Natal, while digital products such as airtime and vouchers are particularly popular between 2–4 AM. This 24/7 behaviour reflects the flexibility of online shopping – and the need for delivery options that work around the customer, whether they need an order in minutes, the same day, the next day or later,” it pointed out.

If we look at last year, some of the standout categories and products (in no particular order), according to Takealot, are as follows:

Top Products by Value

• Samsung 65” Smart TV,
• Playstation 5 Console,
• Samsung 65” and 75” Smart TVs,
• Apple iPad,
• Huawei Tablet,
• ASUS ExpertBook,
• Hisense 65” Smart TVs.

Top Products by Volume

• Baby Soft 2ply Toilet Paper,
• Russel Hobbs Air Fryer,
• Philips Air Fryer,
• Huawei MatePad,
• Klipdrift Premium Brandy,
• Getup Cruze Walking Pad,
• Milex Air Fryer,
• Apple AirPods,
• Samsung 65” Smart TV.

**Top Categories **

• Personal Health,
• Skincare,
• Sports Equipment,
• Small Appliances,
• Makeup & Cosmetics,
• Indoor Play Toys,
• Home & Kitchen,
• Audio,
• Household Cleaning,
• Books.

[Image – Photo by A. C. on Unsplash]

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