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How South Africans Are Using Loyalty Rewards to Stretch Every Rand
Cutting Back Without Giving Up
South Africans are tightening their belts but not giving up on living. Instead, they’re finding clever, practical ways to make every rand count, and loyalty and rewards programmes have quietly become one of the country’s favourite financial survival tools.
From grocery chains to petrol stations, there’s a rewards card for almost everything. Yet, for many households, it’s not about collecting points for the fun of it. It’s about squeezing more value out of budgets already stretched by rising food prices, higher utility bills, and a sluggish economy.
Swiping Smarter, Shopping Sharper
A new NielsenIQ Consumer Outlook: Guide to 2026 shows that half of South Africans now use loyalty or rewards programmes to manage their household budgets. With the cost of living still biting, people are becoming strategic about how, when, and where they shop.
Instead of making multiple trips, many consumers now plan shopping runs to maximise convenience and points in one go, groceries, pharmacy runs, and fuel stops, all at retailers that offer rewards partnerships. Others stock up only when their go-to brands go on promotion, or they switch to cheaper alternatives altogether.
Zak Haeri, NielsenIQ South Africa’s managing director, says local shoppers are rewarding brands that deliver affordability, trust, and convenience. In his words, the country’s “cautious consumer” is still willing to spend, but only on brands that give something meaningful back.
Inflation Fatigue and Financial Reality
While inflation has cooled compared to recent years, it hasn’t offered much relief. Nearly half of all households say they only have enough money to cover the basics. Takeaways, entertainment, and even small luxuries like snacks or alcohol are being cut.
For many, the reward system has become a substitute for price cuts. Cashback offers, fuel discounts, and grocery points aren’t just perks anymore; they’re a lifeline. But as one shopper told IOL, sometimes those “savings” feel like marketing tricks. If your bank, for instance, only offers rewards to premium account holders, you might pay higher fees just to earn back a small portion. The maths doesn’t always work out.
Choosing Trust Over Temptation
Even with financial pressure, South Africans haven’t stopped caring about quality. Three-quarters of consumers say trust still plays a major role in what they buy. That trust is earned through reliability, consistent quality, and positive word of mouth.
So, while loyalty points can influence behaviour, they work best when paired with authentic brand relationships. Shoppers have learned to spot gimmicks; they’ll stay loyal, but only if the product delivers.
Looking Ahead
Despite the strain, there’s a glimmer of optimism. NielsenIQ’s data suggests nearly two-thirds of South Africans expect their financial situation to improve by early 2026. That optimism may not yet show up at the till, but it’s driving a smarter, more deliberate approach to consumption.
In a sense, this new shopper isn’t just frugal; they’re strategic. They’re comparing prices, planning ahead, avoiding waste, and holding brands accountable for the value they promise.
South Africans might not have more money right now, but they’re certainly using what they have more wisely.
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Source: IOL
Featured Image: Freepik
