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There are many great unifiers in South Africa: load shedding schedules, our disdain for people who stand too close in queues, and the universal lie we tell cellphone shop owners: “I’ll come back later.”
Last week, President Cyril Ramaphosa was caught on CCTV doing exactly that. The President quietly strolled into a North West cellphone shop, asked about a screen protector, had a bit of small talk, and then delivered the most South African sign-off ever: “I’ll come back later.”
Spoiler alert, he did not, in fact, come back later.
In that moment, the President unknowingly became the most relatable man in the country. Because if there is one corner of the South African economy we all understand inherently, it’s the screen protector economy.
This is a parallel universe of mall kiosks and glass counters where you never really intended to buy anything, but suddenly you’re being shown five options, three finishes, and a limited-time deal that expires the moment you step away.
It’s also where we’ve all perfected the same defence mechanism. We nod thoughtfully. We say thank you, and then we deploy the escape phrase. “I’ll come back later.” The fact that even the President of South Africa uses the phrase feels quietly comforting.
In Joburg especially, cellphone shops are democratic in the purest sense; everyone queues, everyone hesitates, everyone pretends they’re “just looking”. Power melts in these places, and titles don’t matter. What matters is whether you’re willing to pay R199 for something you’re 70% sure you could get cheaper three shops down.
That’s why this moment stuck. Not because it was political, but because it was painfully human. In a country where leadership often feels distant, there was something oddly grounding about seeing the most powerful man in the room doing the same mental maths as the rest of us.
"Do I really need it? Is this overpriced? What if I check another shop first?"
South Africans read symbolism into everything, but maybe this one doesn’t need decoding. Maybe it’s enough to say that the screen protector economy doesn’t discriminate. It humbles us all equally, from Sandton to Rustenburg, from first-time smartphone owners to presidents on casual walks.
And if the President can walk away to “think about it”, so can you.
Just don’t worry about actually coming back later. None of us ever do.
If you're feeling inspired to wander, browse, and practise your own “I’ll come back later” routine, we’ve rounded up a list of the 14 best malls in Johannesburg, from iconic heavyweights to neighbourhood favourites, for your next low-stakes shopping side quest.
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