If shopping trolleys could talk, South Africa’s would tell a story of careful choices, clever savings and small rituals that kept households afloat in 2025. According to Pick n Pay’s Smart Shopper Unwrapped, based on billions of shopping points from more than 11 million Smart Shoppers, the nation shopped with what the retailer calls ‘rhythm and purpose’ – and, perhaps unsurprisingly, with saving top of mind.
Smart Shoppers collectively earned a staggering R7 billion in savings since January 2025, offering much-needed breathing room as living costs continued to squeeze household budgets. That lifeline has not gone unnoticed: nearly two million new customers signed up to the Smart Shopper programme in the same period, said Pick n Pay’s Executive of Innovation and Digital Vince Viviers.
Friday is the new national shopping day
Despite the rise of convenience shopping and on-demand delivery, one tradition remains sacred: the Friday shop. Across the country, Fridays emerged as the most popular day to hit the aisles, turning the weekly grocery run into something of a shared national routine.
When it comes to loyalty swipes, Pick n Pay Tembisa took top honours nationally, followed closely by Pick n Pay Promenade in Cape Town and Pick n Pay Hyper North in Durban. What does this tell us? It shows that while shopping habits may differ, the saving mindset is universal.
Cape Town shops lean, green and considered
While Johannesburg led the country in total Smart Shopper savings, earning over R1 billion, Cape Town claimed a more quietly impressive title: the highest average rand savings per Smart Shopper.
That aligns neatly with what’s landing in Capetonian baskets. According to the data, Cape Town shoppers over-indexed on health-forward and lifestyle-led choices, including:
- Free-range meats
- Rice cakes
- Dried lentils
- Lettuce
- Avocados
Sauvignon Blanc, white box wine, sweet biscuits, biltong and chutney also featured prominently. After all, what is Cape Town without its balance?
Joburg goes hearty, Durban brings the heat
Johannesburg baskets told a different story, one rooted in tradition and comfort. Maize meal, beef, bulk chicken portions, samp, spinach and maas dominated, reflecting home-centred meals and classic South African staples. Weekend wind-downs leaned towards premium beer and red or rosé box wine, while Joburg’s unexpected love affair with watermelon earned it the unofficial title of SA’s watermelon capital.
Durban, meanwhile, shopped with spice and spontaneity. Trolleys filled with samoosas, fresh chillies, curry leaves and specialty rice spoke to the city’s vibrant food culture, paired with hot chips, beach shorts and festive favourites like Easter eggs and hot cross buns. Irish whisky and spirit coolers also featured strongly, underscoring a city where celebration is part of everyday life.
Convenience is no longer optional
One of the clearest shifts in 2025 was the growing role of Pick n Pay asap!, now fully integrated into the Smart Shopper app. According to the data, the app recorded 1.7 million new installs and drove 44% year-on-year growth in on-demand sales in the first half of the fiscal year alone, with a 97% availability rate on ordered items.
The title of Most Loyal asap! customer is awarded to a Capetonian, who places 327 orders since January, with top users in Johannesburg and Durban following at 246 and 228 orders respectively.
‘These power users show just how integrated Pick n Pay asap! has become in South Africans’ everyday lives, from quick top-ups to full weekly shops,’ said Madley.
Three shopping mission unites the cities
Across cities and lifestyles, Smart Shoppers tended to shop with three main missions in mind:
- Fresh, healthy full shops for big weekly restocks
- Pantry filling and cleaning missions for essentials
- Sweets, snacks and groceries for mid-week top-ups and small indulgences
Together, they paint a picture of a nation balancing wellness, practically and treat-yourself moments – often in the same trolley.
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Picture: Pick n Pay / Facebook
