Trolleys Tell All: Five Types of SA Shoppers
South Africa has over 11.7 million e-commerce users, where each purchase has a story to tell. One Day Only invited people to take a deeper look into their shopping carts. Interestingly, five distinctive types of shoppers in Mzansi were revealed.
Jonathan Spencer, Head of Brand and Partnerships at One Day Only, says: “What you add to your cart says a lot about who you are. It’s your priorities, plan Bs and cost-of-living coping mechanisms, all in one place. South Africans aren’t just shopping – we’re stretching our Rands, curating carts and finding joy in the bargains. Each trolley is a little slice of who we are. And, who we are is anything but average.”
1. The Side Hustler
In-between their four jobs, even the hustler has to make time for shopping. Whether they are freelancing, tutoring, baking, building a brand, or all of the above, shopping needs to be fast, flexible and fuss-free. Queues, chaos and time-wasting does that exist for the side hustler.
What’s in their trolley? Time-saving gadgets, budget-smart tech, wardrobe basics and the occasional self-congratulatory splurge.
2. The Gym Bro
Lifting heavy, spending light and tracking discounts like calories, the gym bro makes shopping an Olympic sport.
What’s in their trolley? Protein tubs, smartwatches, gym gear, budget blenders and enough fitness tech to rival a sports store.
3. The Multitasking Mom
School runs, meltdowns and last-minute projects are just part of normal day life where a multitasking mom is concerned. They need to be tactical shoppers with a list that is followed to the tee. Efficiency is their middle name.
What’s in their trolley? Durable toys, air fryers, kid-proof clothes, multipurpose kitchen gadgets and scented candles (for sanity’s sake).
4. The Just-in-Case Genius
The Just-in-Case Genius is also the over-thinker of the group. But, we all need someone like this because whether its loadshedding, watershedding or a ChatGPT take-over, they are prepared for anything.
What’s in their trolley? Bulk buys, power banks, duct tape, torches, water filters and a spreadsheet tracking it all.
5. The Boujee-on-a-Budget Babe
As the Pinterest queen, this babe is boujee on a budget. Her life is picturesque and everything she buys has been thought out and perfected to the tee. Luxury is her mindset and finding a good deal is her skill.
What’s in their trolley? Satin pillowcases, pastel loungewear, gold cutlery, a diffuser for every room, and whatever is trending on clean girl TikTok this week.
So, the next time you find yourself facing off with your shopping trolley, ask yourself if you are prepping, hustling, juggling or just getting through the week.
