Choose area:

The Great Guzzle Shopper Census 2025 : Fresh Insights for Retailers & Brands

Industry News 20 August 2025

Guzzle has always been more than just a place for shoppers to find the best deals — it's a window into how South Africans think, shop, and spend. To celebrate 14 years in the game, we launched The Great Guzzle Shopper Census 2025, a survey designed to better understand consumer behaviour in an evolving retail landscape. Over 900 respondents from across the country provided a revealing snapshot of when they shop, what drives their purchasing decisions, and which brands they love most.

For our retail and brand partners, the insights offer more than interesting reading — they're a roadmap for optimising product launches, promotions, and customer engagement.

Planning Patterns: Shoppers Love a Head Start

Almost half of respondents (45.8%) plan their monthly shopping in advance — sometimes weeks before payday — signalling a strong opportunity for early-bird campaigns and pre-payday specials. Another 34% shop spontaneously, drawn in by need or an irresistible deal. This split highlights the need for dual-timing strategies: one set of campaigns that target organised shoppers with catalogue-led offers, and another for impulse-driven buyers using flash sales and digital triggers.

How They Hunt for Deals: Guzzle Leads the Way

When it comes to finding bargains, Guzzle is the platform of choice for 60.5% of respondents, far ahead of Google Search (11.7%) and social media (12.4%). For B2B readers, this is a key indicator of where to focus advertising spend — the data confirms Guzzle's position as a first stop for deal-seeking consumers. It also validates omnichannel strategies, with social and in-store promotions continuing to play a supportive role.

Price is King — But Quality Still Matters

An overwhelming 92.1% of shoppers stated that price, deals, and promotions are the primary factors driving their purchasing decisions. However, nearly 44% also rate product quality as a top influence, and 21.1% remain brand-loyal. This suggests that while aggressive price promotions are effective, retailers who combine competitive pricing with strong brand stories and product assurance can build longer-term loyalty.

E-Commerce Pain Points: Delivery Costs are the Deal Breaker

Delivery fees and return policies topped the list of online shopping frustrations for 53.8% of respondents, followed by fears of scams (38.3%). For online retailers, this reinforces the competitive advantage of transparent delivery pricing and trust-building measures, such as secure payment gateways, a strong brand presence, and visible return guarantees.

The Deals They Want Most

Groceries and toiletries dominate the wishlist at 89.1%, followed by appliances and electronics at 49.4%. This mix demonstrates that essential goods remain a key driver of shopper engagement, while high-ticket items still command attention, particularly during sales periods like Black Friday.

Top Retailers & Brands

Game (44.1%) and PEP (24.8%) hold the top spots for favourite retailers, while Samsung leads the brand pack with a commanding 73.7% share. For competitors, these numbers serve as a benchmark for brand affinity. For these winning brands, they represent an opportunity to enhance customer engagement further and maintain their leadership.

Why This Matters for Retail & Marketing Teams

The 2025 Census paints a clear picture: South African shoppers are deal-driven, but value quality and trust. They plan ahead yet still embrace the thrill of spontaneous purchases. They look to Guzzle first when hunting for deals, making it a critical platform for high-intent audience targeting.

For brands and retailers, the message is simple:

1. Meet them early — target planners with advance campaigns timed before payday.

2. Be visible where they search — invest in platforms like Guzzle, where deal discovery happens first.

3. Balance price with trust — deliver competitive offers without compromising perceived value.

4. Make online shopping seamless — eliminate friction on delivery costs, returns, and checkout experience.

By aligning promotions with these shopper behaviours, businesses can maximise conversions, build loyalty, and keep pace in an increasingly competitive retail space.

--
Guzzle