Maximising Your Savings: What South Africans’ Spending Habits Reveal About Value in 2025

South Africans are heading into 2025 with optimism — and caution. According to YouGov Profiles+ data, 68% of South Africans expect their household finances to improve within the next year, even as inflation and the cost of living continue to rise. This optimism hasn’t translated into complacency; instead, consumers are becoming more deliberate, resourceful, and strategic about how they save and spend.

The modern South African shopper is savvy. They chase promotions, compare prices, and diversify their savings vehicles — all in an effort to make every rand go further. This data-driven look at national consumer trends uncovers not just how people are spending, but what their behaviour reveals about a new era of financial consciousness.

A Nation of Value-Driven Consumers

In 2025, value is everything. The vast majority of South Africans describe themselves as deal hunters — 84% say they’re always on the lookout for special offers, and 83% say they make sure to use sales and coupons whenever possible. Meanwhile, 73% admit they usually look for the lowest prices when they shop.

This points to a fundamental shift in consumer psychology: brand loyalty is being replaced by value loyalty.

Shoppers are still buying, but they’re doing so carefully — weighing price, quality, and perceived return on investment. Promotions and loyalty programs are no longer fringe incentives; they’re central to purchase decisions.

For brands, this means the battleground has shifted. Competing on emotional appeal alone is no longer enough. Instead, companies need to show transparent pricing, consistent value delivery, and genuine affordability — because consumers are watching every detail.

The Modern Savings Landscape

When it comes to saving, South Africans are diversifying their approach. Traditional savings accounts still dominate — 73% of consumers hold one — but alternative and long-term savings products are also growing. 37% now have a Tax-Free Savings Account, 27% use fixed deposits, and 25% contribute to retirement annuities.

Yet, the data also reveal that savings aren’t limited to formal institutions. Around 18% participate in stokvels, South Africa’s long-standing communal saving groups. This blend of formal banking tools and community-based methods highlights a uniquely local approach to financial security — one built on both independence and collective trust.

For financial institutions, this is a critical insight. Consumers are seeking flexible, accessible savings products that align with their realities. Education, transparency, and low barriers to entry will be key to attracting the next generation of savers.

The Rise of the Smart Shopper Economy

Today’s South African consumer is not just cautious — they’re strategic. In the past six months, over 90% of respondents have used some form of discount, with gift vouchers (57%), promotional deals (52%), and online promo codes (52%) ranking among the most popular. Only 8% said they hadn’t used any discounts at all.

This “smart shopper” mentality reflects a growing sense of financial discipline. Consumers are stacking value across multiple touchpoints — using loyalty apps, digital coupons, and online codes to stretch budgets without cutting quality.

For retailers and e-commerce brands, this shift demands a more integrated value strategy. Promotions need to feel personal and transparent, not gimmicky. Digital engagement through apps, online loyalty systems, and tailored discount campaigns will continue to shape how consumers perceive brand value.

When and Where Price Comparison Matters

Interestingly, South Africans are selective about when they research prices. Over half (52%) use price comparison websites for mobile phones and accessories, followed by electronics (40%) and computers (35%). However, only 29% compare prices for groceries or fashion, and 25% for financial products.

This behaviour shows that price comparison is a deliberate choice for high-value purchases, not a routine one. When the stakes are high, consumers want assurance that they’re making the smartest possible decision. For everyday spending, convenience and trust often outweigh minor price differences.

The strategic takeaway? Brands selling premium or durable goods — from tech to financial services — should invest in price transparency tools and clear feature comparisons. Consumers want to see proof of value before committing.

Who Consumers Believe Delivers the Best Value

When South Africans think of “good value for money,” a few brands stand out clearly. Checkers (48%), Shoprite (47%), and Pick n Pay (47%) top the list, followed closely by SPAR (45%) and Makro (40%).

These retailers share a common thread: consistency in perceived value. They’ve positioned themselves as reliable options that deliver quality without the premium price tag. Even premium retailers like Woolworths, while ranking lower at 35%, still command loyalty through strong brand trust and product quality.

Consumers aren’t simply looking for the cheapest prices; they’re assessing what they get in return. This broader definition of value — balancing price, quality, and experience — is what defines South Africa’s modern marketplace.

A Positive Outlook on Saving

Despite cost pressures, optimism about financial improvement remains strong. 83% of South Africans say they plan to save more money next year. This proactive mindset is an encouraging sign of resilience and forward planning, likely shaped by lessons learned from recent years of economic uncertainty.

With more consumers looking to grow their savings, there’s a clear opportunity for financial institutions to support this shift. Goal-based tools, low-risk investment options, and clear communication about returns can help transform saving intentions into sustainable habits.

Strategic Implications for Brands

The data paints a picture of a financially aware, digitally engaged, and value-driven consumer base. For brands and marketers, several key takeaways emerge:

Value-seeking behaviour is the norm. Price sensitivity is here to stay. Brands that reward loyalty and highlight everyday savings will maintain relevance.

Digital platforms drive decisions. From promo codes to comparison tools, digital ecosystems are becoming central to the shopping experience.

Trust is the currency of loyalty. Consumers reward transparency and consistency more than flashy promotions.

Financial optimism creates opportunity. The desire to save more opens doors for banks and fintechs to build education-led campaigns that empower, not pressure, consumers.

Conclusion: From Smart Spending to Sustainable Saving

South Africans are entering 2025 with a clear mindset — make the most of every rand. They are optimistic yet pragmatic, saving more where possible, and spending smarter where necessary.

The data shows that the country’s financial resilience isn’t built on wealth, but on adaptability, awareness, and a deep understanding of value. For brands, the message is simple: align with that mindset. Help consumers make confident financial choices — and they’ll reward you with trust, loyalty, and long-term growth.

Methodology:

YouGov Profiles+ South Africa. Data pulled on 2/11/2025

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