THE CELEBRATIONS ECONOMY 2026
How South Africans Plan, Save and Splurge for Life's Big Moments. Don't miss the chance to learn how South Africans celebrate and what it means for your brand. This Ocober!
Find out more
Our vision
The UCT Liberty Institute of Strategic Marketing brings the highest level of research-driven marketing insight to board rooms, marketing teams and agencies.
The UCT Liberty Institute is widely regarded as one of South Africa’s leading marketing think-tanks. We were established in 2001 out of a recognition that the South African consumer landscape is unique and often bears only limited resemblance to both developed and developing markets in the rest of the world.
The Festive Season Bill
South Africa’s festive season comes with a substantial price tag. This News24 Business article puts the spotlight on celebration spending, with nearly R300 billion highlighted for the festive season alone.
Read more
Inside South Africa’s Celebrations
South Africa’s celebrations tell a powerful story about what people value and where they spend. Findings from the UCT Liberty Institute’s Celebrations Economy 2026 report reveal an economy worth more than R500 billion annually.
Read more
The Cost of Connection
What does it cost to bring people together for life’s most significant moments? In this Newzroom Afrika interview, Paul Egan explores the spending behind South Africa’s weddings, homecomings and memorials.
Find the link to the interview here
Why South Africans Celebrate
What do South Africans’ celebrations reveal about our lives and spending priorities? John Perlman speaks to Paul Egan about the scale of South Africa’s celebrations economy and what keeps it going.
Watch the interview here
