Black Friday Hype In Nigeria And Its History

Nigerians, buyers and sellers alike have justified their excitement over the annual shopping event called Black Friday.

Dating back to early 1960s, Black Friday is reported as ‘a phrase used by the police in Philadelphia to describe the chaos that resulted when large numbers of suburban tourists came into the city to begin their holiday shopping and, in some years, attend Saturday’s annual Army-Navy football game. The huge crowds were problematic for the police, who worked longer shifts than usual as they dealt with traffic jams, accidents, shoplifting among others.

The day is currently associated with selling products at a highly discounted price for customers during every last Friday of November, depending on which date it falls ahead of December Christmas shopping, a season during which there is general inflation.

Black Friday was introduced to Nigeria in 2014 by Jumia and has grown into becoming a shopping phenomenon. During Black Friday, consumers across Nigeria receive massive discounts across different products ranging from electronics, fashion and beauty, home appliances and much more.

Since its introduction in 2014, many Nigerians said they saved money for Black Friday to buy some products at discounted rates, especially close to Christmas when items become exorbitant.

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A civil servant in Abuja, Lizzy Ochigbo, told me, “I like shopping on Black Fridays for the last five years or so. I intentionally save for Christmas and New Year, but make sure I buy things I need like some electronics I want to change and even things like vegetable oil, soft drinks, name them, depending on how companies do. Usually the prices are lower than what obtains. So, I am game for every Black Friday ever since I started using the opportunity provided.”

Also, Kingsley Jones, who is a job seeker says, “I enjoy buying during Black Friday because as an applicant with not much capital to run a big business, I usually take advantage of the day deals to get some things like phones, television sets and others. And after two weeks or one week to Christmas, I sell them and make good profit for myself.”

A sales representative with Jumia who simply gave her name as Bunmi, said the practice helps in “great turn over”, which is the soul of business. And that it “attracts more customers to a company’s products”, making its “frontiers expanded.”