Within the analysed period, media coverage surrounding Black Friday and Cyber Monday received the highest volume of media mentions on Friday the 24th of November. The majority of content shared on this topic was published via social media. Interestingly, overall mentions decreased by 8% and social media mentions decreased by 36% compared to the previous year. The decrease in mentions and conversations around Black Friday could be as a result of South African consumers feeling the effects of the current economic climate.
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