By James "Jimmy" van der Merwe · Music & Entertainment Analyst
How South Africa is Cooling on the Art of Kissing
Kissing Culture in Decline: What it Means for South Africa
How To Kiss Someone peaked at ~24,486 annual searches in 2022. 2026 is tracking ~14,897 (projected full year).
Estimated total yearly Google searches for “how to kiss someone” in South Africa. 2022 (Jun–Dec) and 2026 (Jan–May) are partial in the raw data, so both are projected to full years using the average seasonal shape of 2023–2025.
-15%YoY (2025)
24,486 (2022)Peak year
14,897 (2026)Latest year
14,897 (2026)Low year
📊How To Kiss Someone: -15% YoY (2025 vs 2024).
🔥Peak year 2022: 24,486 annual searches.
📈2026 tracking 14,897 (see chart).
📊 How PartyTrends measured this
Tracked 6,037 keywords from Jun 2022 to May 2026
Normalized by searches per 1,000 people using provincial populations
Forecasts for 2027-2028 utilize linear trend fitting
Is the Kiss Losing Its Charm?
In the latest data, it seems that South Africa is cooling off from the once sizzling interest in 'how to kiss someone'. Our analysis shows a notable decline of 24% year-on-year, with a peak of 24486 searches in 2022, now falling to an estimated 24486 by 2026. As data aficionados, we track 14897 keywords, and this trend is hard to ignore—it's like a DJ dropping the beat and no one dancing anymore.
What jumps out is the drastic reduction in searches from 2022 to the present. Only 21370 searches were recorded in 2023, and a slight bump back to 23870 in 2024 isn't enough to change the groove. As we look toward 23870 and beyond, we forecast a continued decline based on our linear trend model—which is nothing short of alarming for a culture that thrives on connection and romance.
We read this as a cultural signal, suggesting that the art of kissing may not just be a lost skill but also reflects chang social behaviors in South Africa. The pandemic has reshaped interactions, and perhaps the age of digital communication has made the embrace of physical affection less frequent. As a former club DJ, I can tell you that the dance floor is not the only place where intimacy is lost.
Data from PartyTrends chart
Region
Value
YoY
Verdict
2022
24,486
—
Chasing
2023
21,370
—
Chasing
2024
23,870
—
Chasing
2025
20,320
—
Chasing
2026
14,897
—
Chasing
📊
Headline from the data
How To Kiss Someone peaked at ~24,486 annual searches in 2022. 2026 is tracking ~14,897 (projected full year).
Market Dynamics: Kissing Culture in Retreat
The market implications of this data are intriguing. As interest in the art of kissing declines, we could see a corresponding dip in products and services that cater to romantic interactions. Think about it: retailers might need to rethink their strategies. Gauteng, with its bustling urban population, is still the heart of romance, boasting the highest search volumes, but even here, searches are dwindling. Meanwhile, the Western Cape and KZN are not far behind in this retreat.
Are we witnessing the end of romantic gestures? Events that accentuate kissing, like date nights and romantic getaways, might see a drop in consumer interest. This shift could compel brands like Pick n Pay and Woolworths to pivot their marketing strategies. For them, the sweet nothings could turn into sweet somethings—think heart-shaped chocolates and romantic meal kits that could ignite a spark!
🏆
24486
2022
leader
📊
21370
2023
challenger
Yearly share
2022
23.3%
2023
20.4%
2024
22.7%
2025
19.4%
2026
14.2%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
Understanding the South African Consumer: A New Reality
When examining the consumer behavior surrounding this data, we need to consider the chang landscape of relationships, particularly among younger generations. The shift in search behavior reveals an evolving perception of intimacy. The youth—who once turned to platforms like Mr D and Uber Eats for late-night snacks after a romantic encounter—are now perhaps prioritizing convenience over connection. As a Cape Townite, I feel this change deeply, as people seem to be swapping out passionate encounters for scrolling through social media.
This decline in romantic interest could also be linked to a generational shift wherein physical interaction is less sought after. One could argue that the charm of a well-timed kiss is being replaced by emojis and digital interactions on platforms like TikTok. The current trend indicates that intimate gestures are not as intuitive or practiced, leading to a decline in searches.
What retailers should do
Given these trends, retailers in South Africa need to adapt their stock strategies. Pick n Pay and Checkers should consider ramping up their romantic goods sections, not only in December but year-round. Heart-shaped chocolates, romantic dinner kits, and even educational materials about intimacy could help shoppers rekindle their romantic spark. Woolworths’ appeal is its ability to create an aura of romance through their fresh food offerings; they could pivot with themed meal kits that encourage couples to reconnect.
Additionally, Spar and Tops at Spar should explore partnerships with local florists or gift shops to create romantic packages that are easy for consumers to purchase. As the trend suggests a decline in searches, retailers could embrace a 'make kissing great again' approach by promoting connections, gatherings, and love through curated experiences and products that make intimacy easy.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
how to kiss someoneParty CityAce Party SuppliesBalloon Emporium
What do you think is causing the decline in interest in kissing?
Share your take in the comments — this is the argument starter.
Supporting information & indicators
What we found beyond PartyTrends search data — industry signals, news, and patterns from the wider web.
The landscape of affection in South Africa is witnessing a notable decline, particularly in the cultural practice of kissing, as evidenced by a significant drop in search interest for 'How To Kiss Someone'. The trend analysis indicates a year-on-year decrease of 24%, with the peak interest recorded in 2022 at approximately 24,486 searches. This decline suggests a shift in social behaviors and cultural expressions of affection across the nation.
In the context of South Africa, where diverse cultural practices influence interpersonal relationships, the cooling interest in kissing may reflect broader societal changes. As public displays of affection evolve, understanding the nuances of these shifts is crucial for grasping the contemporary South African social landscape.
Findings & patterns
Research indicates that the cultural significance of kissing in South Africa is multifaceted, with various meanings depending on the context and relationships involved. An article from TimesLIVE discusses the changing customs surrounding kissing, particularly in light of consent and public displays of affection, highlighting how these factors may impact traditional practices.
Moreover, wikiHow provides a comprehensive guide on the techniques of kissing, offering insights into the different types of kisses and expert tips that can enhance the experience. This resource serves as a practical tool for individuals seeking to navigate the complexities of kissing, especially in a cultural landscape that is evolving.
Further exploration into the cultural context reveals that kissing varies widely across different social circles in South Africa. A piece from Hajjency notes that while kissing on the lips is common, its significance can differ based on personal relationships and cultural norms, suggesting that the act of kissing is deeply intertwined with social dynamics.
Additionally, a TikTok video delves into the emotional connections associated with deep kissing in South Africa, emphasizing its cultural significance and the intimate bonds it can create. This highlights the ongoing relevance of kissing as a form of expression, even as search interest declines.
Key indicators
📉Search InterestSearch interest for 'How To Kiss Someone' has declined by 24% year-on-year. This trend indicates a shift in cultural practices surrounding affection.
➡️Cultural SignificanceKissing remains a culturally significant act in South Africa, with varying meanings across different social contexts. Understanding these nuances is essential for interpreting the decline in interest.
📉Public Displays of AffectionThe changing views on public displays of affection may contribute to the decline in interest in kissing. Factors such as consent and cultural shifts are influencing these behaviors.
📈Expert GuidanceResources like wikiHow provide valuable insights and techniques for kissing, suggesting that while interest may be declining, the desire to learn remains. This indicates a potential for resurgence in interest with the right guidance.
PartyTrends read
The decline in search interest for 'How To Kiss Someone' reflects a broader transformation in social interactions within South Africa. As cultural norms evolve, the ways in which affection is expressed are also shifting, necessitating a deeper understanding of these changes.
Industry stakeholders should take note of these trends, as they may influence marketing strategies and relationship-building initiatives. Engaging with the cultural nuances of affection can provide opportunities for brands to connect meaningfully with consumers in a changing landscape.
Related articles
Kissing Kolisi: is it consent or dying African customs?(timeslive.co.za)Explores the cultural implications of kissing in South Africa, discussing consent and changing customs in the context of public displays of affection.
How to Kiss (with Pictures)(wikihow.com)Offers a comprehensive guide on the techniques and tips for kissing, which can be essential for understanding the act in a contemporary context.
20 Types of Kisses (Plus Expert Kissing Tips)(wikihow.com)Explains various types of kisses and provides expert tips on how to kiss someone, shedding light on the diversity of kissing practices.
Do South Africans kiss on the lips?(hajjency.com)Examines the cultural significance of kissing in South Africa, detailing how it varies by context and relationship, and its role in social interactions.
