Shopping malls surprisingly quiet on Black Friday
Covid-19 resurgence, job losses take toll, while stores spread sale of ‘ specials’ over weeks
For millions of bargain hunters, Black Friday is the ideal time to get that item or two they have been wanting throughout the year but could not afford.
The influx of people to shopping malls usually results in stores recording high profits.
However, that was not the case this year. Shopping malls in the Eastern Cape have attributed this to Covid-19, as some people stayed home instead of rushing out to spend money.
Malls also had to put measures in place to prevent too many people being inside the stores at the same time.
And with Covid-19 surging in the Eastern Cape, it was understandable that not too many people rushed out to the shops on Friday. Vincent Park manager Joseph Parsley said compared to previous years, fewer people had rushed out to take advantage of specials.
“In previous years we’ve had doors being knocked down and people pushing and shoving to get in, but that certainly has not been the case this year. Barring a few retailers that have done well, the overall picture is that it’s been a very mellow Black Friday.
“Obviously the key contributing factor has been the effect of Covid-19, with people scared to be in crowded places. Many have lost jobs and some are working shorter hours and earning less.”
He said planning for this year ’ s Black Friday had been tricky as they were not sure what to expect..
“We usually lift the boom gates and offer free parking for the day but this year we didn’t because that would have given the impression that we’re pulling in crowds, making our facility a high risk.”
The mall also stuck to its normal 9am to 6pm trading hours.
“We did have disaster management and the department of health on site to ensure protocols are adhered to, but it really was just business as usual.”
Hemingways Mall marketing manager Wendy Vanda said strict regulations had been put in place to stop the spread of the virus.
“The day was extended to the
Select stores will continue to run Black Friday deals into December
course of over a week and hence accurate comparable stats cannot be provided. We can, however, confirm a notable decrease in shoppers during this extended period.
“Our extensive preparations regarding protocols on the day paid off well and disaster management supported us in monitoring Covid-19 regulations,” she said.
Meanwhile in Port Elizabeth which is a hotspot for Covid-19 in the Eastern Cape, Baywest Mall marketing manager Lindsay Steele said they had had to do things differently this year.
“The global pandemic has had a drastic effect on all businesses this year. 2020 has seen a shift in the ‘ one day only’ Black Friday sale trend, with more of a focus on weekend, week-long and month-long deals which have allowed for more control within the mall.
“Select stores will continue to run Black Friday deals into the month of December. Due to this shift, a direct comparison to 2019 cannot be made as it will not be like-for-like,” Steele said.
She said the mall had anticipated a lower volume of sales as retailers adapted their Black Friday plans to ensure they could adhere to all Covid19 regulations such as social distancing and a limited number of customers in-store.
“Baywest Mall implemented various Covid-19 precautionary measures earlier this year, which are still in place and will remain indefinitely.
“These measures include the ‘ no mask, no entry’ regulation, hand sanitising stations at each entrance, in-mall signage and communication around Covid19, social distancing markers and more.”
A general observation was that the mall had seen a steady flow of shoppers throughout the month taking advantage of various Black Friday deals available at popular stores within the mall, Steele said.
Walmer Park Shopping Centre marketing manager Deveda Bloem said at this stage they could not report on tenant targets.
“Understandably, retailers and shoppers were cautious this Black Friday with Covid-19 and the increase in positive cases in our city.
“Many of our stores extended their Black Friday deals for the month of November to assist in limiting crowds visiting the centre on one single day,” Bloem said.