Supermarkets, e-commerce platforms and most businesses will remain a buzz for the better part of this month (November), with shoppers spoilt for choice on product brands to buy and big deals coming their way.
Black Friday, which occurs annually on the fourth Friday in November and ends on the first week of December, is a day when stores and retailers temporarily lower their prices to entice customers to purchase more goods at unbeatable promotional prices.
To dig more from this month-long shopping festival, major stores in town such as Carrefour, Naivas, Quickmatt and (even) Jaza are sharing curated product deals via X, WhatsApp, Instagram, and Facebook social platforms to reach more and more customers.
“These Black November deals are too good to miss,” Naivas said on its X page, urging customers to start getting discounts on “what matters the most”. It added: “Follow our WhatsApp channel for (more) crazy deals.”
Similarly, Carrefour supermarket said that, “we know you’ve been saving for this month now it’s time to just say Yes! Walk into your nearest Carrefour or shop conveniently on the app.” The supermarket chain accelerates its Black November bid saying, “We want to change every ‘No’ you’ve ever heard starting this November. Stay tuned!!”
According to Bonnie Zhao, General Manager at AliExpress Africa, an online retail market place company, enhanced payments system, particularly across the African continent as well as faster shipping, are some of the things that will create the eventual shopping experience.
“Africa is home to one of the most exciting e-commerce growth stories, with rapidly rising consumer demand and entrepreneurial energy,” Zhao said.
He has urged shoppers keen on accessing products and services at unbeatable prices to take advantage of the month-long festival. But how do retail leaders get it right, particularly with the way things are going? Kenya’s economy is currently uncertain, there’s a lot of “imported inflation” that continues to bite, jobs are scarce and consumers becoming increasingly price-conscious.
In 2025, Kenya’s e-commerce market is projected to reach $1.35 billion, growth largely driven by mobile-first consumers, widespread mobile money adoption, and online stores like Jumia, Masoko, Jiji and Kilimal that are investing in logistics, vendor empowerment, and payment options like Buy Now, Pay Later.
“Black Friday is more than just a sales event—it’s a catalyst for digital inclusion and economic empowerment,” Jumia Kenya’s CEO Vinod Goel explains, noting that this year’s shopping festival will be more about value and strategic spending.
It comes at a time when the festive season is also around the corner.
