Every year, at the end of November, a now unavoidable phenomenon takes over the shopping streets and online platforms of Morocco: Black Friday. Imported from the United States with all its media hype, this day — which has become a season in its own right — transforms the country into a gigantic bazaar where the illusion of good deals makes wallets tremble.
In Morocco, this long-awaited moment, when we believe we can afford a 4K TV or a state-of-the-art smartphone without selling a kidney, has transformed into a veritable national festival of fake bargain hunting. To a lesser extent, Moroccan consumers, armed with their legendary patience and a handful of dirhams, flock to stores like pilgrims in search of the holy commercial Grail. But behind this consumerist fervor lies a more contrasting reality, oscillating between economic opportunities and questionable practices, worthy of the best social comedies. A less rosy reality and where irony competes with the absurd.
A commercial frenzy that has become cultural
There was a time when sales in Morocco were punctuated by the seasons, respecting a certain economic order. Then Black Friday arrived, sweeping away these traditions to impose a globalized model of frenzied consumption. Today, large brands and small boutiques are engaging in spectacular offers, promising reductions sometimes reaching 80%. Platforms like Jumia, Marjane Mall… and even local retailers are competing in ingenuity to capture the attention of Moroccans.
And that’s not all: advertising campaigns are taking over social networks, bombarding Internet users with supposedly unbeatable offers. From now on, from Casablanca to Marrakech, from Rabat to Tangier, Black Friday is no longer a simple matter of purchasing, but a cultural event where the hope of good deals and the frustration of disappointments mix.
But, beneath the flashy windows and flashy web pages lie practices that raise questions. Many consumers have discovered that some merchants artificially inflate prices just before Black Friday to simulate incredible discounts. Others sell lower quality products, often unsold stocks from previous seasons. And, what about the famous “limited stocks”? These famous excuses to justify the shortage of products. In reality, many of these “out of print” items were missing all along. A consummate art of marketing, or rather a science of light scam, cleverly packaged in shiny paper.
Consumer associations have continued to sound the alarm: vigilance is required. Studies reveal that nearly 40% of promotions displayed in Morocco during this period do not reflect a real price reduction. This manipulation, far from strengthening customer confidence, arouses growing distrust in these commercial operations.
An economic engine with ambivalent effects
From an economic point of view, Black Friday generates record turnover for major brands and online platforms. Retailers often record sales equivalent to several months of normal activity in just a few days. Technology products, fashion and household items are at the top of purchases.
However, this dynamic is not without consequences for small merchants, who are struggling to keep up with the pace imposed by large stores and e-commerce giants. In addition, the incentive to consume excessively increases the debts of Moroccan households, already weakened by the rise in the cost of living and the power of “Aïcha”.
Faced with these excesses, voices are being raised to call for more responsible consumption. Initiatives like “Green Friday”, advocating ethical and sustainable purchasing, are starting to catch on. Consumers, although mostly attracted by the idea of sales, are showing a growing interest in local products and short circuits, aware of the importance of supporting the national economy.
At the same time, efforts are being made to encourage transparency. Moroccan influencers, once complicit in the Black Friday hype, are starting to educate their followers on the importance of checking product prices and quality before purchasing.
A social issue between choices and responsibilities
Black Friday in Morocco is not just about prices or products; it is a mirror reflecting the contradictions of a society torn between traditions and modernity. Should we give in to this imported frenzy or adopt a more measured approach? The debate remains open, but one thing is certain: this sales season, which promises so much, is not just about selling items. It sells a vision of consumption, sometimes blinding, often ephemeral.
In this consumerism fair, one thing is certain: the real winners of Black Friday are neither consumers nor even merchants, but marketing experts. These geniuses of illusion transform imaginary needs into absolute necessities. They know perfectly how to play on collective psychology, creating dramatic tension. So, the next time a tempting offer catches your eye, you should remember that the real price to pay could well exceed that indicated on the label.
