The race for Nigeria’s 2025 Black Friday shopping season has officially begun. As October draws to a close, the country’s biggest e-commerce platforms are kicking off their annual discount festivals—setting the stage for a fierce, month-long contest to win over millions of digital shoppers.
This year’s theme across the board is clear: real value over impulse buying. With inflation squeezing household budgets and consumers more price-conscious than ever, Nigerians are planning their purchases carefully. Instead of splurging on luxury, shoppers are focusing on essentials—electronics, home appliances, fashion, and festive items—stretching every naira in preparation for the Christmas season.
Jiji Launches “Deals Na Water” with Discounts up to 85%
Leading online marketplace Jiji has officially joined the Black Friday rush with its 2025 “Deals Na Water” campaign, offering discounts of up to 85%. Running from November 1 to November 31, it’s one of the longest Black Friday events this year, featuring markdowns across Phones & Tablets, Electronics, Fashion, Home & Furniture, and more.
The campaign’s theme—“Deals Na Water”—reflects Jiji’s goal to make affordability “flow as freely as water.” A refreshed Black Friday landing page will showcase daily deals from verified sellers, including top-rated smartphones, sound systems, and home appliances. Verified ID badges signal product authenticity and seller transparency.
“Our goal is to connect buyers with real value through massive savings,” said Maxim Makarchuk, COO of Jiji Africa. “This is not only a win for buyers but also for sellers who can grow visibility by offering competitive discounts.”
Jiji’s platform also emphasises safe and direct transactions. Buyers can chat with sellers, inspect items before payment, and follow in-app safety tips. With more than 43 million smartphone users nationwide, Jiji is leveraging trust and transparency to stand out amid the Black Friday competition.
Jumia’s “Do Pass Yourself” Campaign Kicks Off Early
Nigeria’s e-commerce giant Jumia is leading the charge with its Black Friday 2025 campaign, themed “Do Pass Yourself.” The sale begins on October 31 and runs through December 1, positioning Jumia’s event as a month-long shopping marathon rather than a single-day frenzy.
Jumia is structuring its campaign around weekly Friday deal peaks, offering consumers fresh excitement and consistent engagement. Early listings reveal discounts of up to 80% on fashion, 70% on beauty products, and 40% on popular electronics and home appliances.
Pre-sale deals include discounted groceries, household goods, and power banks, with free delivery on orders above ₦20,000 via Jumia Express. This structure encourages shoppers to return weekly for new deals and reinforces Jumia’s reputation for reliability and convenience.
“Black Friday is more than just a sale; it’s a celebration of the African consumer,” said Temidayo Ojo, CEO of Jumia Nigeria. “Over the past thirteen years, we’ve built an ecosystem of trusted brands, unbeatable prices, and secure delivery. This year, we’re elevating that experience with more value and more convenience.”
Konga Revives “Yakata” with a Digital-First Strategy
Long-time competitor Konga has relaunched its famous “Konga Yakata” sale, which runs from November 1 to November 30. To build early momentum, the brand introduced “Early Bird Deals” on October 26, positioning itself just ahead of Jumia’s official kickoff.
The 2025 Konga Yakata experience combines online and offline shopping, adding interactive elements like treasure hunts, flash sales, and live auctions on Konga Radio 103.7FM. This entertainment-driven format aims to keep shoppers engaged throughout the month.
Incentives extend beyond discounts—KongaPay users receive an instant 10% discount on all wallet purchases, while KongaNow promises same-day delivery in major cities. Fast and reliable logistics have become a crucial deciding factor for shoppers choosing between Nigeria’s top e-commerce platforms.
“Konga Yakata is more than just a sale—it’s a celebration of trust and value,” a company spokesperson said. “We’re ensuring that every Nigerian, regardless of location or budget, can access authentic products at unbeatable prices.”
Other Retailers Yet to Join the Black Friday Frenzy
Outside the “Big Three,” specialist tech retailers like Slot and others have yet to officially announce their 2025 Black Friday campaigns. As of late October, most carry only teaser banners on their websites without confirmed launch dates or featured deals.
Analysts suggest this silence is strategic. These tech retailers often wait until closer to global Black Friday (November 28) to unveil gadget-focused discounts—sometimes matching or undercutting prices from Jumia and Konga. For consumers seeking smartphones or accessories, mid-November will likely bring major announcements.
Brick-and-mortar chains are also gearing up. Spar has hinted at an upcoming online event, while Shoprite is expected to focus mainly on in-store traffic, continuing its offline-first approach seen in past years.
A Competitive, Value-Driven Season Ahead
If one thing is clear from the early announcements, it’s that Nigerian consumers are spoiled for choice this Black Friday. With Jumia, Konga, and Jiji each running month-long campaigns, shoppers can expect sharper discounts, verified sellers, and more secure transactions than ever before.
However, amid the excitement, one principle remains timeless:
A deal is only as good as the value it brings you.
To make the most of Black Friday 2025, shoppers should plan—create a list, monitor price trends, verify sellers, and prioritise needs over impulse buys. With careful preparation, Nigerians can turn this shopping season into one that’s not only thrilling but truly rewarding.
