In South Africa, the purchasing power of women is no longer a “segment”—it’s a defining force in the economy. From the aisles of grocery stores to the algorithms of online shopping platforms, women—especially employed women—are driving decisions, shaping trends, and building brand loyalty that goes beyond surface-level engagement.
In celebration of Women’s Month, we deep-dive into YouGov Profiles data to unpack how women in South Africa are influencing consumer markets in 2025. We explore what matters most to them, what drives their loyalty, and how brands can better meet the expectations of this powerful demographic.
Women Are Not Just Shoppers, They’re Strategic Consumers
When it comes to brand loyalty, South African women lead decisively.
- 87% of women agree that “loyalty programmes are a great way for brands to reward customers.”
- 86% believe that “all brands should offer loyalty programmes.”
- 85% subscribe to loyalty programmes each time they are given the opportunity to do so
- Among employed women, these figures climb even higher—89%, 87% and 86%, respectively.
These numbers are more than just marketing metrics—they reflect a clear behavioural trend: South African women are highly brand-aware and expect reciprocal value. If a brand wants to keep a female customer, it needs to offer more than convenience. It needs to show appreciation through value-adds like discounts, personalised rewards, and experiential perks.
Employed Women Are the Economy’s Quiet Powerhouses
Across nearly every measure, employed women outperform national averages and other female segments (including those receiving government assistance) in terms of active engagement with brands.
Take these examples:
- 86% of employed women subscribe to loyalty programmes regularly.
- 86% say “online shopping makes their lives easier.”
- 86% make an effort to support local businesses.
Compared to national averages (80%–83 %), employed women consistently show higher participation across every retail touchpoint. This indicates that they are not just more economically active, they’re also more digitally integrated, more discerning, and more likely to influence others.
Convenience, Digital, and Local: The New Consumer Trifecta
84% of South African women say “online shopping makes their life easier.” The figure for employed women is even higher—86%. This preference is driven by time pressure, safety concerns, and the value placed on digital convenience post-pandemic.
At the same time, 84% of women say they make an effort to support local businesses. This reflects a growing awareness around ethical purchasing, community upliftment, and the role of small businesses in South Africa’s recovery and resilience.
What this means for brands:
- A robust online shopping platform is non-negotiable.
- Stocking local products, telling the stories of community entrepreneurs, and promoting sustainable practices builds trust and affinity with women buyers.
Women Value Utility and Emotional Connection
82% of women say they prefer to buy products that make life easier. But they’re not just buying for function, they’re buying with emotion too.
In a standout finding, 86% of women agree that “a gift is an expression of how special someone is.” Gifting is viewed not just as a transaction but as a deeply personal experience, especially among women, who are often the family gift-givers and memory-makers.
Brand opportunity:
Market products as tools that add value and enhance emotional moments. This might mean pairing practical homeware with storytelling, or turning a skincare product into a self-care ritual.
Budgeting and Smart Spending Is a Priority
Financial responsibility is top of mind in 2025, especially among women:
- 84% of women say they’re planning to save more money this year.
- 82% say they actively look out for discounts and sales while shopping.
Interestingly, this is not linked to deprivation, but rather to empowerment. Women want to feel that they’re making smart choices for their households, families, and futures.
Implications for marketers:
Smart spending isn’t just about price—it’s about perceived value. Transparent pricing, bundle deals, loyalty incentives, and bulk-buy offers resonate strongly with women. Avoid overpricing “female” products or promoting scarcity as a tactic—it erodes trust.
Government-Supported Women Still Drive Key Trends
Even among women receiving government grants or support, the numbers remain powerful:
- 80% agree that loyalty programmes are valuable.
- 79% subscribe to loyalty programmes regularly.
- 78% say online shopping helps simplify their lives.
This suggests that while spending power may vary, the expectation of brand value and convenience does not. Across all income groups, women are selective, smart, and socially driven in their purchasing.
Women Expect Sustainability and Purpose from Brands
82% of women say they prefer brands that are sustainable. This is a major insight for brands still lagging behind on eco-conscious initiatives.
Whether it’s recycled packaging, reduced emissions, or ethically sourced materials—purpose matters. And it matters most to the demographic with the strongest purchasing power.
Marketing takeaway:
Don’t just market to women—market with values that align with them. Showcase sustainability not as a buzzword but as a benefit, part of the reason they should choose you over a competitor.
Summary: A Powerful Consumer Group with Clear Expectations
South African women in 2025 are digitally connected, financially aware, emotionally intuitive, and driven by value. They expect:
- Loyalty rewards.
- Online convenience.
- Local and sustainable options.
- Emotional connection to the brands they support.
- Smart spending opportunities that support their long-term goals.
And when they find those things? They commit.
What Brands Should Do Right Now
- Prioritise loyalty infrastructure:
Give women a reason to come back, beyond just the product. Use mobile apps, point-based rewards, birthday surprises, and personalised offers. - Lead with convenience, not complexity:
Simplify shopping journeys. Offer free returns, fast delivery, and real-time customer support. - Tell richer stories:
Share how your product supports mental load, saves time, supports women entrepreneurs, or creates meaningful family moments. - Align with her values:
Sustainability, community, and trust are the new bottom lines. Don’t greenwash, prove your purpose. - Treat all women as decision-makers:
Whether employed, self-employed, or supported by grants, women are influencing purchasing choices across households. Include everyone in your targeting.
Final Thought
This Women’s Month, let’s stop seeing women as a “target audience” and start recognising them as economic leaders. The data shows what many already know: when women choose your brand, it’s because it meets their standards, fits their life, and respects their values.
To earn her wallet, brands must first earn her trust.
Methodology:
Profiles: Segmentation and media planning tool. With data collected daily, YouGov Profiles gives you the power to build and customise a portrait of your consumers’ world.
Dataset: 2025-05-18
Population: South African females with access to the internet, aged 18+
Sample size: Females n=999; Employed females n=820; Females with Government benefits n=235
