South Africa, Nov. 28 -- Black Friday isn't just another hyped up American tradition that slipped into our markets by accident. It's a global economic event that kickstarts every festive shopping season, from Dubai to Durban and every smartphone in between. In 2024, Black Friday generated around R22bn in additional direct retail revenue in South Africa alone, and contributed around R88bn to the broader economy that month. That's not a consumer fad, it's a social movement driven by a clever strategy that knows how to relieve consumer pressure, make people feel rewarded, turn individuals into a community, and trigger action before motivation naturally appears.

And the most fascinating part? Black Friday succeeds by shaping human behaviour,...