Around the world, shoppers are expected to splurge USD 75 billion on goods and services as Black Friday arrives on November 29. Ahead of the highly-anticipated day, shops decorate their fronts with giant flashy signs promising up to 90% off on products.
In Morocco, however, the event is more of an inside joke as Moroccans largely believe that Black Fridays are nothing but a marketing gimmick.
The day is a relatively new concept, imported by retailers seeking to capitalize on global trends. For many Moroccans, however, the tradition feels out of place, as local holidays and customs don’t align with the Western-style spending frenzy.
“Black Friday is only a rumor in Morocco,” one Reddit user writes.
Many shoppers believe that the dramatic price cuts advertised are often misleading, with some businesses inflating their prices in the weeks leading up to Black Friday only to “discount” them back to their original levels.
This tactic, coupled with a general skepticism of overhyped consumer events, has led to a lack of enthusiasm and trust in the occasion.
Unlike in countries like the US, where Black Friday marks the beginning of the holiday shopping season, Morocco lacks the same cultural or seasonal context.
“If we take a look at websites like for example Jumia.ma – they’re claiming they have discounts [on] black Friday so you can just visit their website and find discount for your item or tv you wanted to buy is sold out.,” another writes.
For those who do decide to shop on Black Friday in Morocco, the experience can be hit-or-miss. E-commerce platforms, in particular, have embraced the trend, flooding social media feeds with offers and countdowns.