How SA consumers maximise value

Consumers plan to save more, despite economic pressures

- Isaah Mhlanga, chief economist, Rand Merchant Bank.

DESPITE ONGOING economic challenges, South African consumers are demonstrating resilience and financial optimism, with 83% planning to save more money in the coming year.

A recent study, based on responses from over 39 000 South Africans, reveals a nation of increasingly savvy shoppers who are making every rand count through strategic spending and diversified savings approaches.

This paints a picture of transformation in consumer behaviour, with 68% expecting their household finances to improve within the next year.

The optimism is paired with high levels of value-consciousness: 84% report they are always on the lookout for special offers, while 83% consistently use sales and coupons when shopping.

The rise of the 'smart shopper' economy

The study reveals that value-seeking behaviour has become the norm rather than the exception.

Over 90% of respondents have used some form of discount in the past six months, with gift vouchers (57%), promotional deals (52%), and online promo codes (52%) ranking as the most popular savings methods. Only 8% reported not using any discounts at all, highlighting the near-universal adoption of strategic shopping habits.