Year-end spending puts South African households under pressure
By the AFREEQUE newsroom, based on CAJ News Agency
Illustrative image · Gustavo Fring · Pexels · Licence PexelsNovember and December sales accounted for 21.1% of South Africa’s annual sales in 2025, while 65% of those surveyed consider every month financially difficult. Year-end shopping also increases borrowing, with 43% of respondents affected, according to the Brand Journal report cited by CAJ News Agency.
South African households are facing increased financial pressure as year-end spending approaches, with November and December accounting for 21.1% of annual retail sales in 2025. November sales were about 23% above the average monthly level from January to October, while December sales were about 45% higher, according to The Festive Trading Gap report published on 9 November 2026 by retail research studio Brand Journal.
A national survey of more than 5,400 people shows that 65% of respondents consider every month financially difficult, compared with 61% a year earlier, and that 43% borrow money before the end of the month. December and January are cited as the most difficult periods for household finances. The food basket tracked by the study reached 5,512.53 rand in October, up 24.48 rand in one month.
Consumers are also paying closer attention to prices. A survey conducted by an online retailer indicates that 76% of shoppers compare prices across several platforms before buying, while 37% believe most Black Friday promotions are misleading, CAJ News Agency reports.
Consumption nevertheless remains dynamic in township economies. Card payments during the festive period increased by 35.2% in Soweto, while sales per square metre in township shopping centres rose by 42% between November and December 2025, according to data cited by Brand Journal.
