This is Black November’s Hidden Story and What It Means for You

Hello Friends,

Let me take you back for a moment. Black November—once just an American shopping tradition—has transformed into something much bigger, and Africa has made it uniquely our own. While this month is known for discounts and deals, it’s also become a moment of discovery, growth, and connection. As we look around East Africa, you can feel that change in the air, especially with the way our region is adapting to digital innovations at an incredible pace.

The East African Landscape - Where Black November Meets Digital Transformation

Here’s something fascinating: according to Statista, Africa’s e-commerce market is growing by about 17% each year. East Africa, with its strong mobile-first culture, is at the forefront of this shift. Mobile phones have brought an entire marketplace into our hands, transforming the way we work, buy, and connect.

Imagine this: the GSMA reports that over 84% of sub-Saharan Africa’s internet connections come from mobile devices. In East Africa, where mobile is practically an extension of daily life, this is changing how businesses operate, how people shop, and even how we tell our stories.

But it’s not just about numbers—it’s about people. A recent Hootsuite and We Are Social study found that more than 65% of social media users in Kenya, Uganda, and Tanzania are under 35. Our young, dynamic population is fueling a rise in social commerce. More than ever, they’re not only connecting on platforms like Facebook and Instagram but also discovering and buying products directly through these channels. It’s reshaping what “shopping” even means here.

Turning Black November Into a Moment of Reflection and Growth

For many businesses, Black November has become a time to experiment, reflect, and connect more deeply with customers. Here are a few ways to tap into the spirit of the season:

1. Get Closer to Your Audience with Analytics Nowadays, data is more accessible than ever. I see businesses using analytics to uncover customer preferences—finding the best times to post, understanding what content resonates, and pinpointing who their most engaged audiences are. Imagine the possibilities that real-time data opens up!
2. Embrace Your Story and Make It Local McKinsey’s research shows that African consumers connect strongly with brands that feel authentic and relevant. There’s power in highlighting what makes your business unique and rooted in the community. Sharing the “why” behind what you do can make all the difference when it comes to standing out.
3. Look Ahead: The Digital Path Forward With the digital adoption rate rising, it’s clear that businesses need to stay adaptable. Whether through e-commerce, social commerce, or digital marketing, a strong online presence is becoming a foundation for success. This Black November, it’s not just about participating in the buzz but about laying down the groundwork for a sustainable digital future.

Thank you for being part of This is My Story this month. Black November is more than a tradition; it’s a moment of connection and growth, and I’m excited to explore these insights together with you.

Here’s to a season filled with learning, adapting, and celebrating all the possibilities that our continent holds.

Warm regards, Ibrahim