By Charmaine Ndlela
More than a third of South African online shoppers believe most Black Friday discounts are misleading, as rising living costs push consumers to compare prices, delay purchases and scrutinise promotions, according to OneDayOnly’s 2026 ODOmeter survey.
The survey found that 37% of respondents believed most Black Friday discounts were misleading, while only 7% trusted every advertised discount to be genuine.
The findings highlight the challenge facing retailers ahead of the festive shopping season as consumers become more cautious about spending.
The ODOmeter, released by online retail deals platform OneDayOnly on Tuesday, surveyed 2,410 South African online shoppers between 13 and 26 August to examine how consumers were adapting to mounting financial pressure.
The research found that 88% of respondents were saving harder than ever, while 80% waited for sales and promotions before making purchases. A further 76% compared prices across platforms before checking out, while 37% had
You’ve reached your free article limit
Subscribe to enjoy unlimited access to trusted journalism. Cancel anytime.
Subscribe nowNeed help? molokom@insidepolitic.co.za
