South African women are driving retail trends

Women’s purchasing power in South Africa is no longer a niche consideration, it is a defining force shaping the retail economy.

From grocery aisles to online platforms, women are influencing brand expectations, driving digital adoption, and building loyalty that extends far beyond the checkout.

To mark Women’s Month, consumer insights agency KLA analysed YouGov Profiles data to explore how South African women are engaging with brands in 2025.

The findings revealed a consumer base that is financially aware, digitally connected, and value-driven and brands that fail to respond risk being left behind.

Loyalty is intentional

The vast majority of South African women place high importance on loyalty programmes. Eighty-seven percent agree they are a great way for brands to reward customers, 86% believe all brands should offer them, and 85% sign up when given the chance.

This highlights that loyalty is not earned through convenience alone, but through reciprocity in the form of discounts, personalised rewards, and meaningful perks. Employed women — who are more economically active and digitally integrated, show even higher levels of engagement.

Digital convenience with local conscience

Online shopping has become entrenched in women’s daily lives. Eighty-four percent say it makes life easier, a figure that rises to 86% among employed women. Yet, convenience does not override community focus: 84% of women also actively try to support local businesses. Purchasing decisions increasingly blend digital ease with ethical awareness and local relevance.

Utility meets emotional connection

South African women are practical consumers — 82% prefer products that make life easier. But function alone does not seal the deal. Eighty-six percent agree that “a gift is an expression of how special someone is,” showing that emotional resonance is as important as utility, particularly in households where women are often the default gift-givers.

Budget-smart and sustainability-conscious

Financial discipline is front of mind. Eighty-four percent of women plan to save more in 2025, while 82% are actively on the lookout for discounts and sales. Importantly, this reflects empowerment rather than constraint — women are intent on making smart, future-focused spending decisions.

Sustainability is also a non-negotiable for many. Eighty-two percent of women say they prefer brands that are sustainable, underscoring the growing importance of eco-consciousness in purchasing decisions. From packaging to ethical sourcing, women are paying attention and expect brands to do the same.

The bottom line

South African women know what they want — and they reward brands that deliver. They expect loyalty rewards, online convenience, local and sustainable options, emotional connection, and smart-spending opportunities. When brands meet these needs, women respond with trust, advocacy, and long-term loyalty.

The message for retailers is clear: women are not just a powerful market segment — they are the market shapers.

BUSINESS REPORT