In recent years, Moroccan supermarkets and retailers have adopted the global trend of “Black Friday”, an annual event at the end of November attracting shopping enthusiasts and bargain hunters. However, the enthusiasm for this meeting seems to be fading in Morocco. Despite the efforts of major brands and the growth of online commerce, this event is losing popularity among large segments of society.
Consumer defense associations often criticize this initiative, calling it a “hunt for illusory reductions”. According to them, the promotions displayed are often used to sell products that are in low demand. Furthermore, an awareness among some Moroccan consumers pushes them to be cautious about offers which, very often, do not keep their promises.
Growing disinterest in an imported trend
Abdelkarim Chafii, president of the Souss-Massa Regional Federation of Consumer Rights, believes that Black Friday, a “concept imported from the West”, initially aroused strong enthusiasm in Morocco, but this interest diminished with time. He explains that cases of fraud and false promotions have played a major role in this disaffection. Consumers are now more wary of the discounts announced in November.
According to Chafii, the growth of e-commerce, which is still poorly regulated in Morocco, also contributes to this problem. Many potential buyers, hoping to take advantage of these promotions, find themselves duped. Consumer protection associations denounce a disorganized economic fabric, marked by players without official head offices, making any complaints difficult.
Quality and relevance of the products in question
For her part, Nordine Hammanou, member of the National Consumer Protection Union, also points out gaps in the quality of the products offered during this period, particularly for electronic equipment. Often, the products offered for sale are outdated or of poor quality.
He adds that booming online commerce now offers Moroccans access to a variety of products at competitive prices, thus reducing their interest in Black Friday. This helps educate consumers about the importance of thinking before making a purchase.
Despite everything, Hammanou emphasizes that, from a legal point of view, companies remain free to set their prices and offer discounts, provided that these are clear and transparent for consumers.
