South Africans Are Choosing Guilt-Free Luxury This Black Friday
Black Friday spending habits are changing — and for the better.
According to Luxity’s latest State of the Luxury Market insights, South Africans are entering the festive season with a more intentional and value-driven mindset. This year, shoppers are seeking guilt-free luxury: pieces that feel meaningful, last longer, and hold financial value well beyond the sale weekend.
Instead of fast-fashion hauls and impulse buys, consumers are focusing on timeless classics they’ve had on their wishlist all year. Think iconic handbags, investment watches, and fine jewellery, luxury that tells a story and stands the test of time.
The Shift: From Buying More to Buying Better
Search trends reveal a clear movement toward “forever pieces.”
Rising YOY searches on Luxity:
- Jewellery: +43.8%
- Bags: +14.6%
These categories offer:
Durability
Strong resale value
Long-term satisfaction
South Africans are using Black Friday to invest in personal style — not just make purchases.
Where Style Meets Smart Spending
Hard luxury remains one of South Africa’s strongest investment categories.
Resale Value Highlights (SA Market):
- Rolex resales at 126.5% of its retail price — a new record.
- Cartier, Hermès, Chanel, Bulgari & Louis Vuitton hold 64–72% of their original value.
Shoppers are choosing brands that deliver both emotional appeal and financial return — proving that luxury can be an intelligent purchase.
The Rise of the Rational Collector
South African buyers are more educated, research-driven and strategic than ever before.
Key trends:
- Interest is expanding beyond mainstream fashion houses.
- Consumers are researching craftsmanship, resale statistics, and long-term value.
- While traditional luxury retail softened, the authenticated pre-owned market grew strongly — with Luxity seeing notable YoY gains.
Pre-owned luxury is now seen as the smart and sustainable way to enter the luxury market.
Expert Insight
“South Africans are choosing luxury that feels good, lasts longer and offers long-term reward. It’s a shift toward conscious upgrading rather than impulsive spending.”
— Michael Zahariev, Co-founder of LuxityGuilt-Free Black Friday Picks
Here are the pieces South Africans are prioritising this season:
A Better Black Friday
Black Friday is no longer about excess — it’s about empowerment.
As buyers prioritise quality, longevity and emotional connection, we’re seeing a powerful shift toward conscious luxury and intentional upgrades.
Guilt-free luxury isn’t just a trend — it’s the future of fashion.
Want Black Friday picks styled just for you?
Visit us in-store and let our stylists help you find your perfect forever piece.
