Black Friday is an annual event that millions of sale lovers look forward to every year. It usually occurs in November with different brands and retailers choosing a day or days to run their Black Friday sales. Every year retailers and consumers eagerly wait for this popular shopping holiday. Black Friday originally started in the United States but it has now spread to other parts of the world. One of such parts is Nigeria, both consumers and retailers have welcomed this special shopping day with opened arms. Black Friday is relatively new in Nigeria because it is relatively new in the country, not a lot of information is available for retailers about consumer behaviour on Black Friday in Nigeria. Well, Picodi.com is here solve that problem.
Picodi recently conducted a survey on Black Friday in Nigeria. The results from the survey answer questions like, In which part of Nigeria is Black Friday the most popular? How much money are Nigerians willing to spend and on which products? And many more questions like this. On this post, we would be sharing the results from the survey. The results will help retailers better prepare for next year’s Black Friday in Nigeria.
Picodi’s Survey on Black Friday in Nigeria
Here are the results from Picodi’s results from the survey they carried out on Black Friday in Nigeria
Which Shopping Holiday Rules in Nigeria?
Black Friday is not the only shopping holiday in November. There are other shopping holidays like Single’s Day but it is not very popular in Nigeria. According to the survey, Black Friday is the ruling shopping holiday in Nigeria. 71 per cent of the participants revealed that they participated in Black Friday sales. 26 per cent took advantage of both Black Friday and Singles’ Day while only 3 per cent answered that they took part in Singles’ Day only.
In which part of Nigeria is Black Friday the most popular?
Picodi’s survey that Black Friday is most popular in Abuja. Black Friday has also gained significant popularity among residents of Lagos and Port Harcourt, who took the second and third place respectively.
Male versus female shoppers
According to the survey, Black Friday sales are popular among both male and female citizens of Nigeria. As much as 70 per cent of female respondents are going to take part in Black Friday, this is 11 per cent less than male shoppers.
It also revealed that women purchase more products: 6 in comparison with 4.8 bought by men. Also, women spend more money than men on Black Friday. An average woman is willing to spend around ₦83,125, while an average man around ₦75,341.
The top categories of products bought by women are home appliances, underwear and cosmetics. On the other hand, male shoppers chose electronics, home appliances and clothing as their top purchases. The survey also showed that women spend 64 per cent more time on shopping compared to men. It also revealed that women choose a higher discount on selected products as their favourite type of promotion. The second-place take freebies added to order, and a lower discount on an entire range of products is in the third place. On the other hand, men’s favourite promotion is a discount coupon or code. It is followed by a higher discount on selected products and then a lower discount on an entire range of products.
Online vs Offline
66 per cent of Nigerians are going to shop online on Black Friday. 30 per cent decided to shop in both online and offline stores. Only 4 per cent of Nigerians are going to shop exclusively in brick-and-mortar stores. The study revealed that one of the reasons why Nigerians are reluctant to shop in malls is because of the long queues. 13 per cent of women and 15 per cent of men declared that they would rather give up on purchasing a product than wait in line.