TFG Launches Six-Week Shopfest Campaign

The retail group is offering app-exclusive deals and nationwide events to lead into the Black Friday shopping season.

Updated on Oct. 26, 2026 in Couponing

Bold vector editorial illustration featuring stylized sneakers, a perfume bottle, and a cushion on a pedestal, representing a retail festival. — TFG has launched 'Shopfest,' a six-week retail campaign across its brands including Foschini, Markham, and Jet, aimed at boosting performance through thematic shopping weeks. AI Illustration. Upload story photo >

Live Poll

Do you prefer stores to concentrate Black Friday deals in one day or spread them out?

TFG has introduced Shopfest, a six-week retail festival across its various brands including Foschini, Markham, and Jet. The campaign aims to unite the brand portfolio and digital platform through in-store and online promotions.

Why it matters

By spreading promotional events across six weeks rather than concentrating solely on Black Friday, the group hopes to boost its commercial performance. The integration of digital and physical retail aims to improve inventory access for customers across the country.

The Shopfest campaign runs for six weeks and features app-exclusive deals from 8 pm to 8 am daily until 19 November. Marketing for the event includes out-of-home advertising across 18 malls in six provinces.

The players

TFG

This retail group operates a diverse portfolio of South African brands including fashion, sports, and homeware stores.

Bash

This is the digital shopping platform for the retail group that facilitates the new app-exclusive nightly deals.

The details

Bashstore technology is being deployed to allow store teams to access products not physically stocked at their specific locations. The festival includes themed weeks such as Sneaker Fest, Beauty Fest, Style Fest, and Home Fest to engage different consumer bases.

The Shopfest campaign officially launched on 26 October 2026.
Launch-weekend activations take place from 30 October to 1 November 2026.
Nightly app-exclusive deals continue until 19 November 2026.

Culture Shift

This campaign signals a move away from the traditional reliance on the Black Friday spike towards a sustained engagement model. Retailers are increasingly using extended festival-style programming to capture consumer attention over a longer duration in a competitive market.

Shoppers can access deals through the app nightly, requiring a shift in routine to utilise the 8 pm to 8 am promotion window. Customers visiting major malls like Canal Walk or Mall of Africa may participate in live launch-weekend activations.

The takeaway

Retailers are increasingly looking to bridge the gap between their physical and digital operations to provide a seamless customer experience. By planning ahead, shoppers can identify the best windows to use exclusive app deals during this multi-week festival.