Black Friday: How ‘Konga Yakata’ defies global inflation –Official

*Konga’s month-long sales event has emerged as a stabilising force, helping households and consumers in general to stretch their Naira farther in the economy

Alexander Davis | ConsumerConnect

It has been said that economics is a force of nature, an invisible hand that gives and, more recently, takes away.

We watch global indices, inflation charts, and the shrinking purchasing power of the Naira, Nigerian currency, with a sense of resigned inevitability.

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However, what if a company has decided to push back? What if, instead of merely responding to market forces, it has created a counter-force?

Konga Group says this is the story of “Konga Yakata”, Nigeria’s boldest retail response to inflation.

Benefits of ‘Yakata’ economic intervention

Far from being a shopping festival, Yakata has evolved into a nationwide economic intervention.

In the face of rising prices and tightening wallets, Konga’s month-long sales event has emerged as a stabilising force, helping households and consumers in general to stretch their Naira farther.

For years, the traditional 24-hour Black Friday rush has felt misaligned with Nigerian realities.

A single day of discounts cannot solve month-long financial pressure.

Yakata changes the model, transforming it into a 30-day strategic purchasing window.

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This isn’t a marketing gimmick; it is economic practicality.

It also gives families time to plan, prioritise, generators, laptops, and groceries.

These are not luxuries; they are investments in stability and productivity, made possible by Konga’s pricing and flexible payment options.

Beyond savings, Yakata has reshaped consumer behaviour.

It has taught shoppers to anticipate value, plan ahead, and expect quality without compromise.

The marketing initiative has evolved into a trusted national tradition.

Industry data reinforces its scale.

The 2024 Edition generated over ₦12 billion in transaction value across electronics, fashion, appliances, and groceries, with small and medium sellers benefiting through Konga’s marketplaces.

In essence, Konga Yakata is not just a sales event, it is a market stimulus.

It challenges the narrative of helplessness in the face of inflation by creating a commercial environment built on trust, affordability, and value.

Through innovation, efficient logistics, and consumer-focused Financial Technology (FinTech), Konga has turned Yakata into a lever of national economic resilience.

As global prices rise and budgets tighten, Konga Yakata stands firm, not only as a celebration of shopping, but as a purposeful act of support for Nigerian households.

Indeed, Konga Yakata 2025 is more than Black Friday reloaded.

It is a proof that innovation, empathy, and strategy can rewrite the rules of economics, one household at a time.

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