The aim of the report

The research's findings aim to underscore that, while national statistics might paint an informative picture at the macro-level, it is the area-by-area focus that holds significant insights into how women are living, what their needs are and what they are willing to spend money on.

An upward growth trajectory since 2016


Appliance and electronics purchases

According to ROOTS, Midrand has seen a boom in apartment residency rates, with much of the property appealing to young professionals sharing accommodation to lessen the burden of rent.

These individuals prioritise smaller-sized appliances and home electronics to maximise space savings. Compact and portable devices are preferred. A large family that shares space in Soweto, by contrast, determines size primarily by the amount of people the appliance needs to serve on a regular basis.

Future income and employment

ROOTS reports that another significant consideration when trying to predict possible spending patterns is confidence in future income and employment. In economically uncertain times, electronics and appliances are increasingly looked at as long-term investments.

Buying culture impacts purchases

The research indicates that the 2019 sample has become accustomed to Black Friday, which only started gaining traction in 2016.

According to the research, it is plausible that the annual sale has fostered a new buying culture: i.e. a tangible goal that comes round once a year and can be saved towards.

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