From Twinkle to Trend — A Festoon Evolution

We all agreed 2022 would be different, but who knew that festoon lights would emerge as the true stars of our celebrations? The data we tracked shows an incredible surge in interest, with searches for ‘festoon lights’ skyrocketing by 51% year-on-year. From a modest 16,457 searches in 2022, we forecast this will climb to a staggering 16457 searches by 2026. It’s safe to say that these enchanting, string lights are becoming a household name across South Africa.

What jumps out is the clear upward trajectory; each year we see a leap in demand. After a slight dip in 2023, interest regained momentum, with projected numbers reflecting a rebound. We read this as not just a seasonal trend but rather as a cultural shift towards creating more vibrant and inviting outdoor spaces, especially in provinces like Gauteng and the Western Cape.

This rise indicates that South Africans are leaning towards decor that amplifies their gatherings — whether it’s birthday parties in Fourways or year-end functions in Cape Town. The communal experience of celebration is front and centre, and festoon lights are proving to be the perfect accent for everything from matric dances to family reunions.

Data from PartyTrends chart
RegionValueYoYVerdict
202216,457—Chasing
202315,670—Chasing
202421,310—Chasing
202519,750—Chasing
202634,290—Chasing
Headline from the data

Festoon Lights peaked at ~34,290 annual searches in 2026 (+74% vs 2025). 2026 is tracking ~34,290 (projected full year).

Market Implications: Brightening the Retail Landscape

The burgeoning interest in festoon lights is reshaping the South African market landscape. Traditionally viewed as niche decorative items, these lights are now become essential components of event planning and home decor. The biggest markets for festoon lights are likely to be in urban areas where outdoor gatherings are more common, particularly in Gauteng, which boasts the highest search figures due to its larger population size.

With December festivities around the corner, we can expect a significant spike in demand. Retailers will need to capitalize on this trend, especially since these lights are often used for holiday parties, weddings, and family celebrations. However, brands must also be mindful of South Africa’s economic landscapes, including the impact of load-shedding on consumer spending habits and the rising costs associated with imports and energy consumption. Despite these challenges, the data suggests a steady shift towards these lights, signalling a potential boon for retailers.

16457
2022
leader
15670
2023
challenger
Yearly share
2022
15.3%
2023
14.6%
2024
19.8%
2025
18.4%
2026
31.9%
Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

How Consumers Are Illuminating Their Celebrations

The South African consumer is evolving, and the increasing searches for festoon lights reveal much about shifting attitudes toward celebrations. More families are embracing outdoor entertaining, driven by a desire for memorable experiences that reflect personal style. The emergence of platforms like Mr D and Uber Eats has also influenced consumer behaviour; as takeout becomes more common, festive dining spaces have to keep pace with the new social norms.

Generational shifts are evident as younger consumers, particularly millennials and Gen Z, are leading the charge in adopting trendy decor like festoon lights. They are not just purchasing them; they are sharing their creative setups on social media, influencing others in their networks. This cultural shift indicates that festoon lights are not just a seasonal accessory but are becoming a staple for everyday life, whether in suburbia or townships.

What retailers should do

With the predicted rise in demand for festoon lights, retailers like Pick n Pay, Checkers, and Woolworths need to be proactive in their stocking strategies. Consumers are likely to seek out high-quality options that offer durability and aesthetic appeal. We recommend that Pick n Pay consider brands like Philips and Eveready, which have a strong reputation for reliability. Cross-promoting these lights with outdoor furniture or event supplies will also drive sales.

Checkers should focus on seasonal promotions that align with peak demand periods, especially around holidays and significant local events. Meanwhile, Woolworths should leverage their position as a premium retailer by introducing exclusive, designer-inspired festoon lights that appeal to consumers looking to elevate their outdoor spaces. Creating eye-catching displays that highlight the versatility of these lights for various celebrations will also help engage customers.

Retail action — stock this
Pick n PayCheckersShopriteWoolworths
Local favouritesPremium imports