The starting gun for Nigeria’s 2025 Black Friday shopping season has officially gone off. As October draws to a close, the country’s biggest e-commerce platforms are rolling out their annual biggest discount campaigns, setting the stage for a competitive month-long battle for the attention and wallets of millions of online shoppers.
This year, the focus is firmly on value. With inflation still biting and consumers becoming increasingly price-conscious, the 2025 Black Friday season is shaping up to be less about impulsive buying and more about strategic spending. Nigerians are using the opportunity to stretch their naira further, planning purchases around household needs, especially as the Christmas festivity draws closer, electronics, and essentials they’ve been eyeing all year.
Here’s a breakdown of what the major players – Jumia, Konga, and Jiji – have planned for the season.
Jiji: “Deals Na Water” offers up to 85% off
Nigeria’s leading online marketplace, Jiji, has officially entered the Black Friday race with a splash. The platform’s 2025 Black Friday campaign will commence on November 1 under the theme “Deals Na Water”, promising discounts of up to 85% across major categories, including Phones & Tablets, Electronics, Fashion, Home & Furniture, and more.
The campaign runs from November 1 to November 31, 2025, positioning Jiji’s sale as one of the longest-running among the major platforms this year. According to the company, the month-long event is designed to make affordability “flow as freely as water”, with verified sellers offering genuine price cuts.
Jiji has also curated a refreshed Black Friday landing page where shoppers can browse daily-updated deals from verified sellers. Highlights include smartphones and tablets from leading brands, air conditioners, sound systems, home appliances, and fashion accessories, all from sellers carrying Verified ID badges, which signify authenticity and transparency.
Commenting on the campaign, Maxim Makarchuk, Chief Operating Officer of Jiji Africa, said the goal is to connect buyers with “real value through massive savings.” He emphasised that the sale is not only a win for shoppers but also for sellers: “This is the biggest opportunity to grow visibility and sell faster by offering at least 15% off to be featured on our official Black Friday page. We believe that when buyers win, sellers also win.”
Jiji’s “Deals Na Water” campaign also prioritises safe and convenient transactions. Buyers can chat directly with sellers, inspect items before payment, and follow Jiji’s in-app safety tips to ensure secure exchanges.
With over 43 million smartphone users in Nigeria and an increasing shift toward online price comparisons, Jiji is betting on transparency and trust to set it apart during the Black Friday rush.
Jumia: “Do Pass Yourself” starts early
Jumia, Nigeria’s biggest e-commerce player, is once again leading the charge with its Jumia Black Friday 2025 campaign, dubbed “Do Pass Yourself”, which is billed to kick off on October 31 and will run until December 1. The company has adopted a month-long structure, positioning the sale as a marathon of deals rather than a single-day event.
While the campaign spans several weeks, Jumia is reserving its deepest discounts for Fridays within the period, creating recurring spikes of excitement. Early listings show discounts of up to 80% on fashion, 70% on beauty products, and around 40% on high-demand electronics and appliances. Pre-sale deals already include affordable power banks, groceries, and household items, with free delivery on eligible purchases above ₦20,000 via Jumia Express.
The structure of Jumia’s campaign is built on consistency and retention, keeping customers returning weekly to check for new offers while maintaining visibility throughout November.
According to Temidayo Ojo, CEO of Jumia Nigeria, “Black Friday is more than just a sale; it’s a celebration of the African consumer. Over the past thirteen years, we’ve built an ecosystem that provides access to trusted brands at unbeatable prices, backed by reliable delivery and secure payments. This year, we’re elevating the experience further, offering more value and convenience to our customers throughout the month. Our entire festival is designed around their needs.”
Konga: “Yakata” returns with a digital-first push
Konga, Jumia’s long-time rival, is matching the energy with its iconic “Konga Yakata” sale. The event will officially start on November 1 and will run through November 30. The company began building momentum early, launching its “Early Bird Deals” on October 26 to capture shoppers ahead of Jumia’s kickoff.
Konga’s 2025 Yakata campaign combines online and offline experiences. It features treasure hunts, flash sales, and live auctions broadcast on its in-house Konga Radio 103.7FM, creating an interactive, entertainment-driven atmosphere.
The company is also leveraging its payment solution, KongaPay, by offering shoppers an instant 10% discount on all wallet-based purchases, a straightforward incentive to stay within its ecosystem.
In addition, KongaNow, the platform’s logistics arm, is promising same-day delivery on a wide range of items, particularly in major cities. For many consumers, this logistics efficiency is a deciding factor in choosing between competing platforms.
According to the company spokesperson, “Konga Yakata is not just a sale; it’s a celebration of trust and value. Our goal is to ensure that every Nigerian, regardless of their location or budget, can experience the joy of shopping for authentic products at unbeatable prices. This year, we are going even further with more deals, more engagement, and more innovation to delight our customers.”
Others yet to come to the Black Friday party
Meanwhile, outside the “Big Three”, the country’s specialist tech retailer, Slot, and the likes have yet to reveal official Black Friday campaigns. As of press time, their websites carried only generic “Black Friday” teasers, with no confirmed start dates or featured deals.
Industry watchers believe this silence is tactical. These retailers typically wait until closer to the global Black Friday date (November 28) before unveiling aggressive price cuts, often matching or undercutting Jumia and Konga’s gadget offers. Tech-savvy consumers will likely be watching these spaces closely in mid-November.
Similarly, among physical retailers with online operations, Spar has indicated plans for a Black Friday event, though details remain under wraps. Other large chains, such as Shoprite, are expected to focus more on in-store traffic rather than online campaigns, continuing a trend from previous years.
If there’s one clear takeaway from this year’s early announcements, it’s that Nigerian consumers are spoilt for choice. With Jumia, Konga, and Jiji all launching full-month campaigns, 2025’s Black Friday season promises more competition, sharper discounts, and greater emphasis on verified, transparent deals.
Yet, amid the frenzy, one timeless piece of advice still stands: a deal is only as good as its value to you. Make your list, track current prices, and verify sellers before buying. With preparation, Nigerians can make this Black Friday season not just exciting but genuinely rewarding.
