South Africans are redefining the meaning of luxury this Black Friday. Instead of engaging in rapid purchasing cycles or spontaneous spending habits, consumers gravitate toward thoughtful investments that promise long-term value. According to the findings of Luxity's annual State of Africa's Luxury Market report, the country is undergoing a notable shift in mindset. “The focus has shifted towards guilt-free luxury with pieces that look meaningful, offer longevity and maintain their value well beyond the sale period,” says Luxity Co founder Michael Zahariev. “Black Friday is becoming less about volume and more about value.”

This shift reflects a more deliberate and mature approach to luxury consumption. As the market evolves, South Africans are demonstrating a greater awareness of how luxury can serve both emotional satisfaction and financial responsibility. Buyers are increasingly intentional and prioritize craftsmanship, value retention and legacy over momentary purchase satisfaction.

Forever Pieces replaces fast fashion

This year's consumer behavior data reinforces this transition. Searches for jewelry increased significantly, up 43.8 percent, while interest in handbags grew by 14.6 percent. These numbers reveal a growing appetite for what many call forever pieces. These are items designed to age gracefully, maintain quality over time, and potentially increase in value. “These categories reflect a growing demand for forever pieces: items that age gracefully, maintain their value, and can be resold or passed down,” Zahariev notes.

Meanwhile, categories typically associated with faster wear and shorter lifespan tell a different story. Shoes and handbags, often considered short-term or trend-based purchases, saw a drop in interest. This shift suggests that South Africans are no longer primarily attracted to fashion driven by quick trends or the disposable. Instead, they look for timeless items that promise durability, emotional resonance, and unquestionable value.

Hard luxury takes center stage

It is evident that hard luxury is outperforming other categories. Rolex continues to lead retention and demand. The brand now resells at 126.5 percent of its retail price in South Africa, up more than 20 percent year-on-year. This performance positions Rolex as one of the most attractive investment items during the Black Friday season.

Other luxury homes continue to demonstrate resilience and appeal. Cartier, Hermès, Chanel, Bulgari and Louis Vuitton collectively retain between 64 and 72 percent of their original value. These brands champion exceptional craftsmanship, timeless design and enduring appeal – all qualities that align with the investment-focused mindset of today's South African luxury consumer.

Zahariev notes that this hard luxury category successfully combines emotional appeal with long-term financial strength, making it especially attractive to people seeking guilt-free luxury.

Pre-owned luxury gains ground

Another notable trend is the rise of used luxury. While traditional retail saw a slight contraction, the authenticated pre-owned sector continued to grow. Luxity posted strong year-over-year performance in this space, indicating that consumers now view used luxury as a financially smart and environmentally thoughtful option.

“South Africans are becoming more informed collectors,” says Zahariev. “They're choosing luxuries that look good on them, last longer and make financial sense. Pieces that matter, not items that lead to regret.”

The second-hand market allows access to iconic designs, rare items and discontinued pieces, making it attractive to both emerging luxury buyers and seasoned collectors. Interest is also expanding beyond classic favorites, indicating that consumers are ready to explore more diverse luxury homes known for their superior artistry and strong resale performance.

The best options for investment-led luxury

For those approaching Black Friday with a discerning eye, Zahariev highlights several standout pieces aligned with the values ​​of longevity, asset retention, and emotional meaning. Their top recommendations include:

• Rolex Datejust
• Givenchy Leather Suede Bag
• Chanel classic lapel
• Cartier Love Bracelet
• Montblanc Leather Goods
• Hublot Big Bang
• Louis Vuitton Capucines
• Bulgari Serpenti Bag
• Montblanc Products

These items represent enduring symbols of refined taste and quality, aligning with the growing commitment to responsible and rewarding luxury purchases.

The rise of conscious updating

The evolution of spending behavior reflects a cultural movement rather than a seasonal response. The trend has become what Zahariev calls conscious updating. This describes a mindset defined by intentional selection, meaningful ownership, and long-term thinking.

Consumers no longer buy simply for the thrill of purchasing. Instead, they choose luxury with a purpose, pieces that honor craftsmanship and stand the test of time financially, stylistically and emotionally.

“South Africans choose luxury that makes them feel good, lasts longer and makes financial sense,” he concludes.

This Black Friday marks more than a milestone in retail. It represents a new philosophy, in which the pursuit of luxury is aligned with personal value systems, sustainable thinking and lasting satisfaction. Instead of fly-by-night deals, South Africans are investing in legacies.