R40 for a 330ml Coke? Clifton Beach vendors cash in on summer tourists

Everyone’s talking about Clifton Beach because of its white sands and blue waters, basically a "Below Deck Mediterranean" episode without the drama. The vibes are 10/10, and the scenery is chef’s kiss.

The snacks, however, are another story.

Instagram user @ronannn.s took to Instagram on the price tag of two Cokes. “I just got scammed,” he wrote. “You know those guys selling their things? Two little baby Cokes, have a look at how much it cost. R80 for two Cokes!”

And yes, they were only 330ml.  He paid 2.5 to 4.5 times more than the retail price.

In many stores and supermarkets, a 330 ml can of Coca‑Cola or a generic soft drink can sell for around R9 to R15. Some retail listings show 330 ml Coke cans priced around R25 to R30, depending on brand, outlet and location.

One Instagram user, @tristan_johnson, commented, "Bro could've gotten two 2L and have change left."

@Kaylee-terblanche shared a similar experience and commented: "I got charged R85 for those granadilla lollies. That will be the last time I bought something from those guys."

Cape Town, especially hotspot areas around Clifton, Camps Bay and the Atlantic Seaboard, sees a significant uptick in tourists during the summer and holiday season. With foreign visitors flooding in, property rentals and beachside businesses experience a whirlwind of demand.

Local vendors selling snacks and cold drinks have quickly noticed this surge and have started adjusting their prices accordingly. Suddenly, what was once an affordable sip of Coke beside the waves now feels like a luxury purchase.

Vendors who used to charge R15–R20 for a soft drink now see holiday-makers flashing cash, prompting them to adjust their prices. Chips, ice cream, and drinks all seem to be in “holiday-economy mode.”

Interestingly, some places in Cape Town officially charge different prices for locals and foreigners. For example, SANParks often sets lower conservation fees for South African residents and much higher rates for international visitors.

This “dual-pricing” system exists across many national parks, justified partly by the fact that locals already indirectly fund conservation through taxes. Although this is documented on official sites and attractions, there’s growing suspicion that locals have noticed similar tactics in more informal settings.

Informal beachside vendors appear to hike prices when tourists or foreigners walk by. While hard to prove, this fits a known pattern of price discrimination, where perceived spending power influences what you pay.