# South African consumer shopping trends > Live situation record from CLSTR: https://clstr.news/situations/south-african-consumer-shopping-trends > Updated: 2026-10-27T15:59:47.000Z. Sources: 2. Developments: 2. Consumer interest in Black Friday in South Africa has seen a 30% year-on-year increase, reflecting a trend where shoppers begin researching products and comparing prices well ahead of the promotional period. Driven by cost-of-living pressures regarding food, fuel, and electricity, South African shoppers are adopting more strategic behaviors. A survey by OneDayOnly indicates that 88% of respondents are saving more aggressively, while 80% intentionally wait for sales. To secure better value, 76% of shoppers cross-check prices across multiple platforms, and nearly 60% expressed interest in using artificial intelligence (AI) powered shopping assistants to locate deals. There is also growing skepticism toward major sales events; 37% of participants believe most Black Friday discounts are misleading, with only 7% trusting every advertised discount to be genuine. Consumers are increasingly relying on reviews and discount codes rather than promotional messaging to ensure actual savings. ## Timeline ### 2026-10-27: South African shoppers turn to AI and price comparison amid cost-of-living pressures South African online shoppers are increasingly using AI tools and cross-platform price comparisons to manage cost-of-living pressures, while expressing skepticism toward Black Friday discounts. 2 sources. https://clstr.news/cluster/south-african-shoppers-turn-to-ai-and-price-comparison-amid-cost-of-living-pressures ### 2026-10-19: South African Black Friday interest rises 30% amid extended shopping trends Black Friday search interest in South Africa has grown 30% year-on-year as consumers engage in longer research periods to find value ahead of the November shopping season. 2 sources. https://clstr.news/cluster/south-african-black-friday-interest-rises-30-amid-extended-shopping-trends --- Cite as: South African consumer shopping trends. CLSTR, https://clstr.news/situations/south-african-consumer-shopping-trends