Kenyans have yet to embrace Black Friday, despite growth in e-commerce in the country, a GeoPoll Rapid Survey poll has revealed.
In a statement, Geopoll Marketing Manager Njeri Wangari said that unlike other mostly western countries, where black Friday is characterized by long lines of people braving cold days and nights outside major shopping malls, in Kenya, black Friday is simply a period of days. The experience is also mostly online where a handful of sites participate with almost zero walk-in stores taking part, this is according to a recent GeoPoll rapid survey.
On 17th November 2016, GeoPoll conducted a Rapid survey on Black Friday using the GeoPoll mobile application. A sample of 103 men and 137 women filled the questionnaires on their spending habits during the Black Friday period which occurs in the month of November before the Thanksgiving US holiday.
Data from their study showed that the dynamic ads most marketers use to re-target their audiences may not work with regard to black Friday deals advertisements.
Different target audiences change their shopping habits during this period from the normal wants to needs.
Respondents were asked how they had prepared for the shopping experience and 44 percent said that they have saved towards it. But the spending power should worry marketers or at least advice them on how to structure their goodies. 77 percent said that they were willing to spend between sh10,000 – sh20,000 while sh100,000 and above spenders accounted for only 2 percent.
This means most of the users are still not willing to spend on high end items although the prices will be quite reasonable. This is despite the fact that 36 percent of the respondents are looking to buy electronics.
The shopping spend of the respondents also highlighted that the 25 percent of the female demographic is looking to spend on electronics while a good 24 percent will also be spending on male fashion items. Naturally, marketers would decide to market household items to women who are assumed to be the main household shoppers but should not be the case as only 17 percent are looking forward to household shopping.
Unsurprisingly 50 percent of men will be looking to get electronics with men’s fashion closely following with 32 percent.
A twist of events came in when only a mere 2 percent said that they are willing to get women’s fashion which is a massive contrast to 24 percent of women who are looking to indulge in shopping for men’s fashion. Surprising enough is the fact that 9 percent of the male respondents mentioned that household items would be their priority.
Jumia is the king of online malls in Kenya with 7 percent of the respondents stating that that would be their ideal site. Killimall comes in with 2 percent bragging rights of the online stake while Rupu had percent of the respondents backing it.
Ultimately, the site that will wear the crown will still be the site that has the highest number of last click attribution to sale other than just consumer’s presumptuous shopping tendencies, asserted Njeri Wangari.