After two years of lockdown restrictions, South African consumers are eager to celebrate the holiday season, with many planning even larger parties this year.
According to an independent survey conducted by Pick n Pay with over 1,000 local consumers to gauge customer sentiment during this popular shopping season, this is the case.
Braai items were the most popular Christmas meal selection. Traditional South African dishes ranked second, followed by Christmas roasts such as chicken, turkey, or ham and gammon.
41% of respondents cited meat as an essential component of their Christmas celebrations, followed by salad (23%), drinks (19%), chicken (17%), alcohol (13%), braai (11%) and wine (11%).
Andrew Mills, group executive of marketing at Pick n Pay, stated, “This is one of our busiest trading periods, and we have planned well to provide exceptional value to our customers during a very challenging time.” The food on the table plays a crucial role in making Christmas exceptional and a celebration deserving of families.”
Fourty-eight percent of those surveyed indicated they would expand their planning, up from 23% in 2021 and just 8% in 2020 – a time when the nation was in the throes of Covid-19.
“It was a difficult two years for South Africans during the pandemic – for a variety of reasons – so it is very encouraging to see customers eager to spend time with family and friends and plan holiday gatherings once more.”
Additionally, the survey revealed that many would prioritize their budgets to accommodate the festivities. 47 percent say they will remain at home, the same percentage as last year. The survey also reveals that travel is gradually increasing, with 40% of respondents saying they will travel during the holidays, up from 33% last year.
Even before the pandemic, staycations have been popular for a long time. Mills noted that customers opted to spend Christmas at home before traveling to more coastal regions for their year-end vacation.
»Braais remain a favorite Christmas feast in South Africa«
