PnP Survey: 70% of Shoppers to Seek Essentials This Black Friday

Pick n Pay reports that 70% of its loyalty members are opting for groceries instead of luxury products this Black Friday, highlighting ongoing pressures on household finances.

A recent survey of the retailer’s Smart Shopper members indicates that 51% intend to shop on 28 November, with many eager for discounts on necessities. However, numerous respondents noted feeling “too financially strained to participate.”

The top categories for Black Friday 2025 include toiletries (50%), electronics and appliances (42%), and fresh produce (41%). This emphasis on essential items mirrors trends observed during the 2024 event, where basic staples represented 25% of overall basket expenditure.

Last year, consumers spent an average of R5 183, which is R150 less than in 2023, further illustrating financial constraints.

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Enrico Ferigolli, Pick n Pay’s online executive, stated that these insights have guided the company’s planning throughout the year. “Feedback from customers aids us in understanding their shopping behavior, what matters to them, and areas for enhancement,” Ferigolli commented.

A significant revelation was that shoppers are discouraged by “pressure, crowds, and items that sell out quickly,” prompting many to organize their shopping online.

In response, Pick n Pay has prioritized its digital platforms, noting that its asap! app achieves over 95% of deliveries within 60 minutes. The retailer has also expanded its team of pickers and drivers to accommodate anticipated online demand.

Logistics teams have been preparing for several months, particularly concerning perishables; however, Ferigolli cautioned that stock levels are limited. “We have conducted thorough planning regarding stock… but we always advise that ‘when it’s gone, it’s gone’,” he remarked.

Read: Pick n Pay’s new ‘PnP GO’ stores in Botswana

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