Shopping Trends 2025: How South Africans are shopping this festive season

It feels like we've just blinked and already the end-of-year holiday shopping season is upon us. While global headlines are filled with talk of inflation, local homeowners are all keenly watching what the SARB will do next, because let's face it, every bit of freed-up spending power will help make it a holly-jolly Christmas.

Meanwhile, trends such as discovering new interests through social media feeds and product “dupes” are carving out their own festive retail space in the minds of South African consumers.   

Whether you’re the type who clicks “add to cart” or the one who queues for the best Black Friday deals, here’s what's shaping our lifestyle attitudes and spending habits as we hit the final stretch of 2025.  

1. South Africans love convenience - and free delivery tops the wish list!

When it comes to buying online, we’re a practical bunch. A massive 65% of South Africans say free delivery makes them more likely to hit “buy,” while easy returns (45%) and loyalty points (51%) are also major motivators.  

Globally, free shipping and free returns are in fact the new normal. Forbes reports that brands offering perks like gifts with purchase and bundled deals are also likely to grab our attention this season.

So whether you’re ordering sneakers or skincare, it’s clear: shipping fees are out, deal sweeteners are in. 

2. The rise of the Social Trolley 

Social commerce is going mainstream. TikTok Shop and Instagram generated 20% of global holiday sales last year - and younger shoppers are leading the charge. (mxm, TikTok Shop, Mzansi is waiting for you).

While TikTok shopping isn't necessarily the first point of purchasing choice for all shoppers, it's worth noting that 65% of millennials and Gen Z say they’ll use TikTok for shopping inspiration this festive season, even if they don’t buy directly through the app.

Here in South Africa, 13% of consumers identify as 'Memers' and 8% as Social Media Scrollers - both groups that live online and discover new products through social feeds.  

So it's all down to window shopping 2.0: scrolling through reels for gifting inspo, discovering local brands and maybe finding a “dupe” or two before dropping serious cash at checkout.   

3. “Dupes” deals and the art of smart shopping

What is a "dupe", you might be asking? With prices climbing worldwide, local shoppers are going to be savvier than ever, and with this, a surge in the so-called "dupe" trend is expected.

Shoppers are price-hunting for affordable alternatives to premium products, as searches for “dupes” have surged 134% globally. For South Africans, who love a bargain and have expressed a paltry 8% interest in being a Brand Loyalist, it could be a delicate dance between loyalty and value.

Searches for lookalike beauty buys and budget fashion finds are already on the rise. However, premium brands shouldn’t panic, as 63% of consumers who say high-quality products motivate them to promote a brand online means local spenders still "value authenticity over imitation". 

4. Buy Now, Pay Later: The new festive favourite

The “BNPL” (Buy Now, Pay Later) phenomenon has seen searches rise by some 500% in the last five years.  Locally, 42% of South Africans say that flexible payments, discount codes, and coupons make them more likely to make an online purchase. 

With working parents accounting for 29% of the South Africans surveyed, along with 15% of 'go-getters' who will all be juggling year-end expenses, BNPL options like Peach Payments and Klarna-style services are helping shoppers stretch their budgets without breaking them.  

In short, expect your December cart to be full, even if the payment plan isn't.

5. Where South Africans go for shopping inspiration

The top way South Africans research products? No surprise here, as we're predominantly online with search engines ranking at 62% and social networks at 58%. In other words, we Google and scroll our way to decisions.

Globally, the same pattern plays out - with visual search and mobile tools like Google Lens and Pinterest becoming digital shopping assistants. Here's the scenario: you spot a handbag in-store, snap a photo, and find it online for less. That’s how hybrid shopping is changing the game. 

Meanwhile, consumer reviews (43%) remain part and parcel as deal breakers, meaning word of mouth still matters, even if it’s mostly online.

6. What lifestyle interests fuel our shopping habits

South Africans’ top online interests vary considerably, but the following top choices say it all:

• Cooking - 67%
• Eating out - 55%
• DIY - 51% 
• Fitness - 54%
• Travel - 50% 
• Fashion - 42%
• Cars - 42%

Add in beauty (33%) and tech (38%) and you’ve got a portrait of shoppers who are hands-on, style-conscious digitally savvy and on the move.

Globally, beauty, private labels and tech are predicted to dominate holiday wish lists - so you can expect everything from air fryers to affordable flights in stockings this festive season.  

7. Brand love still matters 

Even in a cost-conscious climate, 54% of South Africans say they will promote a brand online because they "love it", while 61% choose to remain brand loyal. 

Add 50% who do so after excellent customer service, and it’s clear: how brands treat their shoppers still counts.

Offering rewarding loyalty programs to sweeten the relationship (53%) and even small gestures, such as handwritten notes or personal messages, can help shoppers turn from one-time buyers into lifelong fans. 

Festive Season shopping takeaway

South African shoppers are embracing the best of both worlds - digital discovery meets real-world value. We’re browsing online, buying smarter and expecting brands to meet us halfway with flexibility, transparency and the more rewards, the better - and that all-important 'free delivery' wins every time! 

(Source: GWI Core attitude and lifestyle data - South Africa audience: Q12024/Q125)