Black Friday, as we know it, began in the United States. Its name traces back to the 1960s when retailers, hoping to move from financial losses (“in the red”) to profits (“in the black”), held massive sales the day after Thanksgiving. Cyber Monday, on the other hand, emerged in 2005 as online shopping grew in popularity, offering deals to those who preferred e-commerce over battling crowds in physical stores.
In Nigeria, Black Friday started gaining momentum about a decade ago, thanks to e-commerce giants like Jumia and Konga, which introduced the concept to local consumers. Since then, Nigerian brands across industries—from fashion to tech—have adopted the tradition, with many extending sales beyond Friday to create their versions of Cyber Monday or even Black November.
Why FOMO Matters
FOMO is an emotional trigger—nobody wants to feel left out, especially when it comes to exclusive deals. Social media amplifies this effect, as people are constantly exposed to what others are buying, wearing, and enjoying. For Black Friday, tapping into this psychology can turn casual scrollers into active shoppers.
Influencers: The Catalyst for FOMO
In Nigeria, influencers hold significant sway. From tech reviewers showcasing the latest gadgets to lifestyle influencers sharing home decor hacks, their recommendations often dictate purchasing decisions. Leveraging these creators to drive Black Friday campaigns can:
- Build Trust: Audiences trust influencers they follow more than brand ads.
- Expand Reach: Influencers help you tap into niche communities that align with your target audience.
- Generate Urgency: Influencers excel at creating “act now” moments with countdowns, limited offers, and exclusive coupon codes.
How to Harness Influencers for Black Friday Success
- Create Shareable Pre-Hype Content
Before Black Friday, work with influencers to tease your deals. This could be unboxing videos, mystery product reveals, or “guess the discount” posts. For instance, a Nigerian electronics brand could partner with a tech influencer to create sneak peeks of discounted smartphones or accessories, using captions like “This Black Friday, you won’t believe what’s in store… stay tuned!” - Use Exclusivity to Your Advantage
Give influencers early access to deals or create influencer-only discount codes. Nigerians love exclusivity, especially if it feels like they’re getting VIP treatment. An influencer could say, “I got early access to these deals and now so can you! Use my code to shop before stock runs out!” - Tap into Local Trends
Black Friday in Nigeria isn’t just about discounts; it’s about creating excitement that aligns with local culture. For example, using influencers who incorporate Nigerian Pidgin or traditional attire in their promotions adds authenticity. A lifestyle influencer could promote a home goods brand by saying, “No let them gist you say your Christmas decor no fresh. Black Friday is the plug!” - Leverage Live Content
Instagram and TikTok Lives are perfect for real-time engagement. An influencer could do a live unboxing or walkthrough of Black Friday deals while answering questions. This creates an interactive shopping experience that converts viewers into buyers on the spot. - Highlight Sold-Out Moments
FOMO is at its peak when people realize they missed out. Get influencers to update their followers when items are sold out, creating urgency to act quickly next time. Posts like “These sneakers sold out in 3 hours! Don’t sleep on the next drop!” can drive more engagement.
Black Friday in Nigeria: The Growing Influence
In Nigeria, Black Friday isn’t just about sales—it’s a full-fledged event. E-commerce platforms like Jumia and Konga, as well as physical stores, use this time to attract customers with jaw-dropping deals. Social media buzz is often at its peak, with shoppers sharing their finds and influencers amplifying the excitement.
A 2023 study revealed that over 45% of Nigerian consumers relied on social media for Black Friday shopping decisions, and this number is expected to grow. With increased mobile internet access, more brands are turning to influencer collaborations to cut through the noise and reach their target audiences.
Conclusion
The stakes for Black Friday have never been higher, but with the right influencer-driven strategy, brands can create the buzz they need to stand out. From teasing deals to showcasing exclusive offers, influencers are the ultimate FOMO creators. For Nigerian brands, this means connecting with consumers in a way that feels personal, exciting, and just too good to miss.
This Black Friday, don’t just compete—dominate. Your audience is watching. Give them something worth talking about.
