Survey: Food, fuel and power costs change how South Africans shop
A new survey of online shoppers suggests rising food, fuel and electricity costs are making South Africans more careful and more doubtful about festive-season deals.
South African shoppers are tightening their belts ahead of the festive season, according to a consumer survey reported by The Citizen. The research, run by online retailer OneDayOnly among 2 410 online shoppers, points to households that are planning purchases carefully as living costs keep rising.
Saving, waiting and comparing
Almost nine in ten respondents (88%) said they are putting aside more money than they used to, and 80% now hold off on buying until a sale or promotion comes along. Another 76% check prices on several platforms first, and 37% have moved their custom to a different retailer in search of a better price.
The survey said food prices are the biggest drain on household budgets, followed by fuel and then electricity. Nearly half of those surveyed said they are worse off financially than they were a year ago.
Shoppers also reported dropping impulse purchases. Some leave items in their online carts for days to decide whether they really need them.
Doubts about Black Friday
Despite the caution, 41% of respondents still take part in Black Friday each year. Yet only 7% believe every Black Friday discount is genuine, and 37% think online specials are misleading.
OneDayOnly director Laurian Venter said shoppers check the price elsewhere, read reviews and look for extra discount codes before they pay. She described the modern South African shopper as “too smart to be fooled by marketing noise”.
Online shopping and delivery fees
The survey found that 92% of respondents are comfortable buying online. However, 65% said delivery fees make an online deal look less attractive than it first seems. Worries about scams, fake products and misleading descriptions also affect where people choose to buy. Trust, transparency and customer service ranked among the most important factors.
Almost 60% said they would use an AI-powered shopping assistant to compare prices and spot genuine bargains.
What this means for shoppers
The results come from a retailer’s survey of people who already shop online, so they may not reflect every household in the country. Still, the habits described are ones many families will recognise as budgets stay tight:
- Compare prices across more than one retailer before buying.
- Add delivery fees to the total before deciding whether a deal is worth it.
- Read reviews and check a seller’s reputation to avoid scams and counterfeit goods.
- Give yourself time before paying, to separate needs from impulse buys.
This story is based on reporting by The Citizen.
