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Black Friday and COVID Consumer Report

by Bateleur Brand Planning
Survey Data Collection Period: 27th October to 2nd November 2020
Method: Online

Dear Reader,

We hope that you are doing well personally and professionally, we understand that this year has been difficult for many of us physically, emotionally, mentally and financially. This year has been one for the books, it’s almost hard to believe that the year 2020 is almost behind us!

During the past couple of months Bateleur has sought out ways to provide the marketplace with consumer perceptions and behaviour insights during unique and uncertain times.

In June 2020 we conducted a large (n=6 848) Employee Engagement study that showed that lockdown increased Employee Engagement by 12.6%.

During early lockdown, in April 2020, instead of finding out what was happening in the present moment, we were interested to gauge what life after lockdown would be like for consumers.

We conducted a survey with n=1 443 respondents that gave us valuable insights into what consumer expectations are beyond lockdown, and what the implications for Businesses, Marketers and Advertisers will be. Contact us if you would like to receive these reports.

Now, in November 2020, we have compiled a fun report of findings from a survey conducted between 27th October 2020 and 2nd November 2020 with n=2 214 respondents.

Topics the report covers are respondents working situation, engagement levels at work, their feelings about COVID during a “relaxed” lockdown level and their anticipated Black Friday purchase intent.

We hope our report proves to be useful and informative for you.

About the Respondents (sample base n=2 214)

Working Situation Past, Present & Future (sample base employed n=1 771)

Employees want more flexibility post lockdown

Reasons for Preferred Working Situation

The biggest benefit perceived by those working remotely is that cost saving on transportation, however those working remotely felt they did not have the access to the resources they would have at an office-based job.

Those working from home reported less stress and improved familial relationships, while those who prefer an office environment enjoyed the benefits of less distractions and ensuring a balanced work/home life. Productivity and turnaround times appear to be unaffected, irrespective of working office based or remotely.

Employee Engagement Trends (sample base: employed)

When engagement was measured during early lockdown, we noticed a significant increase in engaged employees (up by 12% since October 2019). Lockdown has seemingly kicked the workforce into high gear as engagement levels have only decreased by 1% since May. We are interested to see if this trend remains constant when we measure employee engagement in 2021.

More than half of respondents are pessimistic and believe that we will revert to a harder lockdown level.
Do you think that South Africa will revert to a harder lockdown in the next couple of months?

Full Store List which stores are you looking forward to purchasing Black Friday deals from?

Full Item List which items are you looking forward to purchasing on Black Friday?

Kind regards,
Kim-Lee de Vries
Marketing Director | Bateleur Brand Planning
e: kimdv@batbrand.co.za
w: bateleurbp.co.za

Visit sacoronavirus.co.za for official COVID-19 information. Click here to contact us about social distancing data collection methods.