If you feel like your money goes further on big purchases than everyday ones, you’re not imagining it
If you feel like your money goes further on big purchases than everyday ones, you’re not imagining it
If you feel like your money goes further on big purchases than everyday ones, you’re not imagining it
Gary Oberholzer
If you feel like your money goes further on big purchases than everyday ones, you’re not imagining it
If you’ve recently felt that the real financial pressure shows up in your weekly grocery bill rather than in larger purchases, you’re not alone.
That was one of the key insights shared by Brandon De Kock during a conversation with Jeremy Maggs on HOT Business, powered by Standard Bank.
According to BrandMapp’s latest research, South Africa’s consumer class is technically still expanding, but rising living costs are creating a noticeable shift in how even high-income households experience the economy.
“The pressure last year was really on basic living costs,” De Kock explained. Groceries and other everyday expenses have risen significantly, which means the pinch is often felt in the routine spending that happens week after week.
Listen to Brandon De Kock’s interview on HOT Business below:
For many affluent households, that’s where the real behavioural change is happening.
Consumers are becoming more deliberate about smaller discretionary purchases — delaying things like clothing, restaurant visits or other lifestyle spending that doesn’t feel essential.
“It’s not that people can’t afford these things,” De Kock said. “It’s simply that they know they can wait.”
Ironically, the data shows that the higher end of the market has remained relatively strong when it comes to larger financial decisions. South Africa recorded its strongest year for new passenger car sales since 2014, while markets like the JSE also delivered a solid performance.
In other words, many high-income consumers still feel confident about long-term or significant purchases — even while everyday spending feels more expensive.
BrandMapp’s research also reveals subtle lifestyle shifts that reflect this mindset. Gym memberships, for example, appear to be one of the easier expenses for people to cut back on, while home-based habits are on the rise.
When it comes to media consumption, however, one habit remains remarkably consistent: radio.
More than 70% of South Africa’s consumer-class adults still listen regularly — a reminder that in an increasingly fragmented media environment, trusted platforms continue to play a powerful role in people’s daily lives.
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