The fun facts behind South Africa’s December spending spike
The fun facts behind South Africa’s December spending spike
The fun facts behind South Africa’s December spending spike
Gary Oberholzer
The fun facts behind South Africa’s December spending spike
December spending always tells a deeper story than just where we went on holiday — and Discovery Bank’s latest spend-trend data reveals a fascinating snapshot of South Africans balancing indulgence with surprising levels of restraint.
According to head of technical marketing, David de Lebowitz, overall spend was up 20% in December. No surprise there: holidays, gifts and family time always push the numbers up. But what’s interesting is how South Africans spent. Despite the festive buzz, Discovery Bank’s Vitality Money data shows most clients approached December with unusual financial discipline, planning ahead and cushioning themselves for January.
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Here’s where the numbers get fun.
✈️ 300 million kilometres flown
Discovery Bank clients travelled far — over 300 million kilometres, boosted by stronger airline supply, lower fuel prices and a firmer rand. Some even jetted to 128 different countries, with as many as 15% of travellers on certain international flights booking discounted Vitality Travel fares.
🍦 Ice cream up 37%
A standout stat: spending at the country’s biggest ice cream chains jumped 37%. Not because of emotional overspending, says de Lebowitz — but because people were travelling more, spending time with family and, well, it was hot.
🍷 Alcohol down, stationery up
January saw a sharp drop in alcohol purchases and a spike in stationery — a classic sign of the back-to-school reset and consumers getting serious again.
🚗 Ride-hailing up 23%
Another trend: Uber, Bolt and taxis surged 23% year-on-year. The bank believes this reflects both wider national availability and more people choosing responsible rides during peak social season.
So are we resilient, reward-driven, or quietly stretched?
From this snapshot alone, Discovery says it’s too soon to call — but one thing is clear: South Africans know how to enjoy December… without completely losing the plot.
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