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22.11.2019 Feature Article

How Black Friday Exploits Africans

How Black Friday Exploits Africans

Since its inception in 1952 inPhiladelphiaUnited States, blackFridaybecame a symbol and a catalyst to the beginning of the Christmas celebrations. This culture has spread all over the world, and Africa has not been spared.

Although itis less than three years old on the continent, it has spread to many countries in Central and East of Africa, hence, it continues to have a huge impact on African people. In South Africa, for example, black Friday is gradually becoming a national event especially among the Africans, and over ninety percent who are involved in this long day transaction are blacks.

According to some unofficial sources, it is believed that black Friday fetches over 27billion rands in the UK and 70% of the transactions are done online. Like elsewhere in the world, where this day is becoming popular, here in Africa People do save for an entire year, nine to ten people are aware of the day, hence, Stores experiences double sales as they use this moment as a marketing strategy to clear old stocks.

Black Friday has received mixed reactions and hence, divisions among the African people. Many people do not plan properly for the day, they don’t know what they want, and thus, they end up buying stuff they don’t want. Many Africans have ended up having a problem with the National credit regulators, as they fail to pay for their credits, and this is due to lack of knowledge to make a rational decision while shopping.

It is therefore, important for governments especially in Africa to strengthen the consumers’ protection units, by creating more awareness, such that people can make proper decisions.

In South Africa for example On the verge of the Black Friday day, people spend the night outside stores waiting for the following morning for the stores to be opened. The notion that black Friday was a day that was gazetted to sell African people as slaves it is incorrect and baseless. Due to advancements in technology, cyber scams increase around this time, and people are urged to be vigilant while using online purchases in order not to lose their money.

Some Africans are totally against black Friday, they look at it as a tool used by the elite white business owners to enrich themselves at the expense of the low-income earners, hence leaving the majority who are poor at crossroads. They will have to work hard to pay for what they have purchased with or without proper judgment.

BlackFriday falls towards the end of every November, businesses cut prices on their merchandises by at least 50% or more, this marketing strategy lures many, especially the less privileged of the society, to go in different stores to buy what they presume to be cheap or almost free.

Abubakar Sematimba
Abubakar Sematimba, © 2019

The author has 46 publications published on Modern Ghana. Column Page: AbubakarSematimba

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