South Africans continue to reshape the Black Friday landscape, with 2025’s data showing a decisive move towards digital first shopping and rapid mobile payments. Payfast by Network, part of Network International, the largest digital payments company in the Middle East and Africa, has released insights revealing how consumers navigated one of the busiest retail moments for the year.
Consumers spend smarter, not necessarily bigger the average basket value reached R1,274, up from R1,120 in 2024. While the increase is modest, it signals a clear behaviour trend, shoppers are spreading their spend across more items, taking advantage of mutli-catergory deals instead of making fewer large ticket purchases.
Lifestyle related categories led online sales, including clothing and accessories, speciality retail, retail outlet services, travel and tourism and electronics. These categories underscore South African’s continued appetite for value driven but meaningful purchases.
“Black Friday remains a significant growth opportunity for local merchants, both online and in-store,” said Mpho Sadiki, Managing Director, Merchant Services, Africa at Payfast and Network International. “It’s a defining moment in the retail calendar, reflecting consumer demand and setting the tone for the festive season. For Payfast, it’s also a chance to better understand payment trends and customer behaviour, insights that help us support merchants in a rapidly changing marketplace.”
Mobile wallets emerge as the biggest winners
While traditional methods like credit cards and EFT still dominate, mobile wallets saw the strongest year-on-year growth, revealing a major behavioural shift:
- Apple Pay up 37%
- Samsung Pay up 31%
Consumers are turning to fast, frictionless, tap and go payments.
“Choice and convenience are shaping the future of payments,” Sadiki explained. “Mobile wallets give customers the ability to pay instantly and securely, and we’re seeing a clear preference for these rails during high-demand events like Black Friday. This kind of payment diversity ultimately drives higher conversion for merchants.”
“Black Friday is reshaping the way South Africa trades, signalling a broader shift toward digital commerce. This transformation is especially significant for SMEs that depend on agility and liquidity to thrive. It’s a clear indicator of how technology is redefining the local retail landscape, and a trend that will continue to shape merchant strategies in the years ahead,” Sadiki concluded.
//Staff writer
