{"id":2522,"date":"2022-02-07T12:27:00","date_gmt":"2022-02-07T12:27:00","guid":{"rendered":"https:\/\/borderlessaccess.com\/blog\/?p=2522"},"modified":"2025-06-20T10:01:52","modified_gmt":"2025-06-20T10:01:52","slug":"unwrapping-shopper-insights-of-sub-saharan-africa-consumers-over-the-2021-holiday-season","status":"publish","type":"post","link":"https:\/\/borderlessaccess.com\/blog\/unwrapping-shopper-insights-of-sub-saharan-africa-consumers-over-the-2021-holiday-season\/","title":{"rendered":"Unwrapping Shopper Insights Of Sub Saharan Africa Consumers Over The 2021 Holiday Season"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">Understanding how shoppers think and behave over busy holiday shopping periods can be extremely helpful for brands and retail platforms in order to enhance their customer shopping experience, be it online or in-store. With the retail landscape shifting in a pandemic environment, businesses are looking for creative and insightful ways to tap into shopper drivers in order to maximise revenue generation.<\/p><br><\/p>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">Borderless Access\u00a0recently conducted an extensive online global study on the holiday shopping behaviour of consumers. This report helps gain insights into how the Sub-Saharan Africa consumers shopped, their shopping types, experiences, shifts in behaviours and brand expectations amongst other factors. Comprehensive research was conducted across an even split of male and female, aged 18- to 70-year-old shoppers.<\/p><br><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/borderlessaccess.com\/blog\/unwrapping-shopper-insights-of-sub-saharan-africa-consumers-over-the-2021-holiday-season\/#Overall_findings_across_online_and_offline\" title=\"Overall findings across online and offline\">Overall findings across online and offline<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/borderlessaccess.com\/blog\/unwrapping-shopper-insights-of-sub-saharan-africa-consumers-over-the-2021-holiday-season\/#Insights_into_Online_shopping\" title=\"Insights into Online shopping\">Insights into Online shopping<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/borderlessaccess.com\/blog\/unwrapping-shopper-insights-of-sub-saharan-africa-consumers-over-the-2021-holiday-season\/#Insights_into_Offline_shopping\" title=\"Insights into Offline shopping\">Insights into Offline shopping<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/borderlessaccess.com\/blog\/unwrapping-shopper-insights-of-sub-saharan-africa-consumers-over-the-2021-holiday-season\/#Shopping_and_spending_trends_this_season\" title=\"Shopping and spending trends this season\">Shopping and spending trends this season<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/borderlessaccess.com\/blog\/unwrapping-shopper-insights-of-sub-saharan-africa-consumers-over-the-2021-holiday-season\/#Shopper_expectations_from_Brands_that_matter\" title=\"Shopper expectations from Brands that matter\">Shopper expectations from Brands that matter<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/borderlessaccess.com\/blog\/unwrapping-shopper-insights-of-sub-saharan-africa-consumers-over-the-2021-holiday-season\/#Conclusion\" title=\"Conclusion:\">Conclusion:<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-overall-findings-across-online-and-offline\"><span class=\"ez-toc-section\" id=\"Overall_findings_across_online_and_offline\"><\/span><strong>Overall findings across online and offline<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">In terms of online versus offline shopping, the results highlighted that two-thirds of shoppers across Sub-Saharan Africa (SSA) utilised a mix of both online and in-store shopping. This is higher than their global counterparts with online-only shopping, in particular, being lower in SSA.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"587\" data-id=\"2523\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Shopping-mode-1024x587.webp\" alt=\"Shopping mode\" class=\"wp-image-2523\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Shopping-mode-1024x587.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Shopping-mode-300x172.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Shopping-mode-768x440.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Shopping-mode-1250x715.webp 1250w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Shopping-mode.webp 1430w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-insights-into-online-shopping\"><span class=\"ez-toc-section\" id=\"Insights_into_Online_shopping\"><\/span><strong>Insights into Online shopping<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">The two main concerns which came out across SA and Nigerian online shoppers were those regarding quality issues, delivery delays and trust on shopping portals. In Nigeria, in particular, 81% were more concerned about quality issues significantly higher than any other country in the world.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"587\" data-id=\"2524\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-concerns-1024x587.webp\" alt=\"Online shopping experience-concerns\" class=\"wp-image-2524\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-concerns-1024x587.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-concerns-300x172.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-concerns-768x440.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-concerns-1250x715.webp 1250w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-concerns.webp 1430w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">The biggest likeability factors for online were the ability to shop anywhere and anytime (especially true for South Africans) convenience as well as being able to avoid crowds by shopping in the comfort of a chosen online location. Convenience for SSA shoppers over-indexed at almost 20% more than global online shoppers which highlight the importance of this factor in brand and retailer communication.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-3 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"587\" data-id=\"2526\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-likeability-1024x587.webp\" alt=\"Online shopping experience-likeability\" class=\"wp-image-2526\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-likeability-1024x587.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-likeability-300x172.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-likeability-768x440.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-likeability-1250x715.webp 1250w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-likeability.webp 1430w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">From an expectation perspective, shoppers are looking for free shipping, easy returns\/refunds and no hidden costs. These are great insights when positioning and pricing offers on shopping sites in order to attract customers.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-4 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"587\" data-id=\"2527\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-expectations-1024x587.webp\" alt=\"Online shopping experience-expectations\" class=\"wp-image-2527\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-expectations-1024x587.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-expectations-300x172.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-expectations-768x440.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-expectations-1250x715.webp 1250w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-expectations.webp 1430w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-insights-into-offline-shopping\"><span class=\"ez-toc-section\" id=\"Insights_into_Offline_shopping\"><\/span><strong>Insights into Offline shopping<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">Almost 80% of South African shoppers ranked crowds as well as the exhausting\/ time consumer nature of shop hopping as their major concerns with offline shopping.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hs-fs\/hubfs\/Offline%20shopping%20experience-concerns.jpg?width=1430&amp;name=Offline%20shopping%20experience-concerns.jpg\" alt=\"Offline shopping experience-concerns\"\/><\/figure>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">A key insight that came out was that shoppers in this region like to shop physically in order to see and feel products in person as well as to receive the product straight away.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-5 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"587\" data-id=\"2529\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-likeability-1-1024x587.webp\" alt=\"Online shopping experience-likeability\" class=\"wp-image-2529\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-likeability-1-1024x587.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-likeability-1-300x172.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-likeability-1-768x440.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-likeability-1-1250x715.webp 1250w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Online-shopping-experience-likeability-1.webp 1430w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">However, retailers need to satisfy the expectation that shopping in a brick-and-mortar store offers a safe way to shop. They would benefit from offering personal and customised service instore; the ability to differentiate versus competitor stores by offering personalisation and driving the shopper in-store experience would be of immense value to their shoppers.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-6 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"587\" data-id=\"2530\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Offline-shopping-experience-expectation-1024x587.webp\" alt=\"Offline shopping experience-expectation\" class=\"wp-image-2530\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Offline-shopping-experience-expectation-1024x587.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Offline-shopping-experience-expectation-300x172.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Offline-shopping-experience-expectation-768x440.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Offline-shopping-experience-expectation-1250x715.webp 1250w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Offline-shopping-experience-expectation.webp 1430w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Shopping_and_spending_trends_this_season\"><\/span><strong>Shopping and spending trends this season<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2><br>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">Two of the major changes in holiday shopping behaviours noted were that 65% of shoppers reduced their budgets and spent mindfully which is evident from consumer shopping for their long due list and necessities.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-7 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"588\" data-id=\"2531\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/65-shoppers-reduced-spends-1024x588.webp\" alt=\"Shopers Budget\" class=\"wp-image-2531\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/65-shoppers-reduced-spends-1024x588.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/65-shoppers-reduced-spends-300x172.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/65-shoppers-reduced-spends-768x441.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/65-shoppers-reduced-spends.webp 1429w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">Almost half of the shoppers surveyed stated that they preferred better priced alternatives. It is thus key that offers provide a better return on shopping spending during these strained economic conditions.<\/p><br><\/p>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">In terms of gifting plans over the holiday period, shoppers seek inspiration by browsing favourite brands websites and by window shopping. Retailers and brands could benefit from this insight by offering attractive and appealing visuals and offers on websites and in-store displays.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-8 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"587\" data-id=\"2532\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Gifting-Plans-1024x587.webp\" alt=\"Gifting Plans\" class=\"wp-image-2532\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Gifting-Plans-1024x587.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Gifting-Plans-300x172.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Gifting-Plans-768x440.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Gifting-Plans-1250x715.webp 1250w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Gifting-Plans.webp 1430w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">This year a large number of consumers preferred to donate to charity instead of buying gifts.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-9 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"588\" data-id=\"2533\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/donate-to-charity-1024x588.webp\" alt=\"donate to charity\" class=\"wp-image-2533\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/donate-to-charity-1024x588.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/donate-to-charity-300x172.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/donate-to-charity-768x441.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/donate-to-charity.webp 1429w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-shopper-expectations-from-brands-that-matter\"><span class=\"ez-toc-section\" id=\"Shopper_expectations_from_Brands_that_matter\"><\/span><strong>Shopper expectations from Brands that matter<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\">Two of the major changes in holiday shopping behaviours noted were that 65% of shoppers reduced their budgets and spent mindfully which is evident from consumer shopping for their long due list and necessities.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-10 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"587\" data-id=\"2535\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Brand-Expectations-1024x587.webp\" alt=\"Brand Expectations\" class=\"wp-image-2535\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Brand-Expectations-1024x587.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Brand-Expectations-300x172.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Brand-Expectations-768x440.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Brand-Expectations-1250x715.webp 1250w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Brand-Expectations.webp 1430w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p style=\"font-size:19px\">Another big highlight this year was consumers preferred to shop from smaller and local brands\/ shops more, this year.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-11 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"588\" data-id=\"2536\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Local-shops-1024x588.webp\" alt=\"Local shops\" class=\"wp-image-2536\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Local-shops-1024x588.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Local-shops-300x172.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Local-shops-768x441.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Local-shops.webp 1429w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">Consumers in South Africa (28.9%) and Nigeria (31.7%) were more aligned with brands with a purpose.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-12 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"588\" data-id=\"2537\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/brands-with-purpose-preferred-1024x588.webp\" alt=\"brands with purpose preferred\" class=\"wp-image-2537\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/brands-with-purpose-preferred-1024x588.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/brands-with-purpose-preferred-300x172.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/brands-with-purpose-preferred-768x441.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/brands-with-purpose-preferred.webp 1429w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-conclusion\" style=\"font-size:20px\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><strong>Conclusion:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p style=\"font-size:18px\">The 2021 holiday season certainly was an interesting time for shoppers in the Sub Saharan region with a hybrid mix of online and physical shopping being utilised. In order to maximise the <a href=\"https:\/\/borderlessaccess.com\/blog\/elevating-customer-experience-with-mystery-shopping-research\/\" target=\"_blank\" rel=\"noreferrer noopener\">online shopping experience<\/a>; brands need to talk up the convenience factors, address quality concerns and manage the expectation of the desire for free shipping. From an in-store perspective; retailers need to maximise product visibility and manage stock levels to ensure instant gratification and receipt of purchase. Understanding the shopper thought patterns and behaviours over the last holiday season will go a long way towards brands and retailers further enhancing their sales growths over the upcoming 2022 holiday periods.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Understanding how shoppers think and behave over busy holiday shopping periods can be extremely helpful for brands and retail platforms in order to enhance their customer shopping experience, be it online or in-store. With the retail landscape shifting in a pandemic environment, businesses are looking for creative and insightful ways to tap into shopper drivers in order to maximise revenue generation. Borderless Access\u00a0recently conducted an extensive online global study on the holiday shopping behaviour of consumers. This report helps gain insights into how the Sub-Saharan Africa consumers shopped, their shopping types, experiences, shifts in behaviours and brand expectations amongst other&#8230;<\/p>\n","protected":false},"author":21,"featured_media":2539,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34],"tags":[242,226,196,119,241],"class_list":["post-2522","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer-behavior","tag-africa-digital-market-reseearch","tag-africa-market-research","tag-consumer-insights","tag-market-research","tag-shopping-habits"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.1 (Yoast SEO v22.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Revealing Shopper Insights of Sub Saharan Africa Consumers - 2021 Holiday Season<\/title>\n<meta name=\"description\" content=\"Gaining insights into how the Sub Sharan Africa consumers shopped, experiences, shifts in behaviour and brand expectations.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/borderlessaccess.com\/blog\/unwrapping-shopper-insights-of-sub-saharan-africa-consumers-over-the-2021-holiday-season\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Unwrapping Shopper Insights Of Sub Saharan Africa Consumers Over The 2021 Holiday Season\" \/>\n<meta property=\"og:description\" content=\"Gaining insights into how the Sub Sharan Africa consumers shopped, experiences, shifts in behaviour and brand expectations.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/borderlessaccess.com\/blog\/unwrapping-shopper-insights-of-sub-saharan-africa-consumers-over-the-2021-holiday-season\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Research Insights -Borderless Access Blog\" \/>\n<meta property=\"article:published_time\" content=\"2022-02-07T12:27:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-20T10:01:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/unwrapping-shopper-insights-of-sub-saharan-africa-consumers.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1250\" \/>\n\t<meta property=\"og:image:height\" content=\"955\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Cindy Bowdan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cindy Bowdan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/unwrapping-shopper-insights-of-sub-saharan-africa-consumers-over-the-2021-holiday-season\/\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/unwrapping-shopper-insights-of-sub-saharan-africa-consumers-over-the-2021-holiday-season\/\",\"name\":\"Revealing Shopper Insights of Sub Saharan Africa Consumers - 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