Compared to 2024, this year has seen noticeably less supermarket advertising in community newspapers. I wonder what’s happening. Some would say this decline is a leading indicator of the economy’s performance, while others might trace it back to post-pandemic shifts in consumer habits.
Perhaps flyers, leaflets, and newspaper inserts just aren’t as effective as they once were. Or maybe it’s simply the mood of 2025 — a year marked by uncertainty, with households digging deep for groceries, transport, and health care essentials.
The year isn’t over yet, and we could still see a surge of festive season promotions. But the quieter newspaper pages tell a story — not only about marketing budgets, but about the state of the average shopper’s pocket.
In 2024, supermarkets competed aggressively with discount flyers and bold “price cut” campaigns. Those weekly inserts were more than just advertisements; they were a reflection of South Africa’s financial strain. Now, the reduction in these ads could signal one of two things: either tighter marketing budgets due to weaker sales, or a strategic shift towards digital platforms and loyalty apps.
Still, there’s something telling about the absence of those familiar pages filled with “Combo Deals” and “Buy Two for R50” offers. In a way, the supermarket flyer has always been a local economic pulse check — a real-time reflection of how confident retailers (and consumers) are feeling.
Online conversations hint at this shift too. One Johannesburg reader commented on News24:
“My postbox used to overflow with Checkers and Pick n Pay leaflets every week. Now it’s mostly empty. Maybe they’ve cut costs, or maybe they know we’re all just buying the basics these days.”
A Durban resident on a community Facebook group put it more bluntly:
“Anyone notice how the Spar pamphlet is half as thick now? They’ve stopped pushing the luxury stuff — it’s all about bread, milk, and maize meal.”
And a MyBroadband forum user added a generational twist:
“I get app notifications, but my mom still waits for the local paper to see where the cheapest sugar is. That’s her economic report for the week.”
Let’s see what December brings. The festive season often forces retailers to reveal their hand — and community newspapers, quietly stacked at the corner café, will once again show us where the money is moving.
