Trolleys Tell All: What SA’s Shopping Habits Say About Us
Mzansi is the ultimate melting pot. We’ve got 11 languages, countless cultures, and personalities as big as the Springboks’ World Cup trophy cabinet. But if you want to know what makes South Africans tick, don’t look at their social media. Look inside their shopping trolleys. With 11.7 million e-commerce users across the country, every purchase has a story to tell.
“What you add to your cart says a lot about who you are – it’s your priorities, plan Bs, and cost-of-living coping mechanisms – all in one place,” shares Jonathan Spencer of OneDayOnly.co.za. “South Africans aren’t just shopping – we’re stretching our Rands, curating carts, and finding joy in the bargains. Each trolley is a little slice of who we are. And who we are is anything but average.”
From Soweto to Stellenbosch, our trolleys reveal five unique types of South African spenders:
- The Side Hustler Who Shops Between Voice Notes
What’s in their cart: time-saving gadgets, budget-smart tech, wardrobe basics, and the occasional self-congratulatory splurge. Whether they are freelancing, tutoring, baking, or building a brand, side-hustlers are always on. Shopping needs to be fast, flexible, and fuss-free – no queues, no chaos, no wasting time.
- The Gym Bro Who Benches Budgets
What’s in their trolley: Protein tubs, smartwatches, gym gear, budget blenders, and enough fitness tech to rival a sports store. He lifts heavy, spends light, and tracks discounts the way others track macros. For him, shopping is another sport, and he’s winning.
- The Multi-Tasking Mom on a Mission
What’s in their cart: Durable toys, air fryers, kid-proof clothes, multipurpose kitchen gadgets, and scented candles for sanity’s sake. Between school runs, meltdowns, and meals made of beige food, SA moms are tactical shoppers. Efficiency is everything – and so is peace and quiet (even if it only lasts five minutes).
- The Just-in-Case Genius
What’s in their trolley: Bulk buys, power banks, duct tape, torches, water filters and a spreadsheet tracking it all. Load shedding? Water cuts? Protests? These shoppers are ready for anything. It’s not paranoia, it’s preparation.
- The Boujee-on-a-Budget Shopper
What’s in their cart: Satin pillowcases, pastel loungewear, gold cutlery, and whatever’s trending on clean girl TikTok this week. She’s got a Pinterest board for every corner of her flat, a diffuser in every room, and a sixth sense for a price drop. Luxury is a mindset, but deal finding is the real flex.
“Every trolley is more than just the sum of its specials. So next time you’re shopping, ask yourself: are you prepping, hustling, juggling, or just getting through the week?” concludes Spencer.
OneDayOnly.co.za’s Big Deal Sale, from 5 to 20 May, is all about celebrating SA shoppers, giving them the chance to feel like a big deal while saving big. With discounts of up to 89%, there’s something for everyone, especially with the average take-home pay slipping amid mounting economic pressures – eish!
