Monthly Google search volume for “ghost chairs” in South Africa, Jun 2022 – May 2026 (Google Keyword Planner).
-27%YoY
4,600 (Sep 2022)Peak month
2,940 (May 2026)Latest
2,930 (Jul 2025)Low point
📊Ghost Chairs: -27% year-on-year.
🔥Monthly average: 3,647 searches.
📈Peak: 4,600 (Sep 2022).
📊 How PartyTrends measured this
Tracked 6,037 keywords from Jun 2022 to May 2026.
Searches normalized per 1,000 people across provinces.
Forecasts for 2027-2028 based on linear trend fits.
Is the Ghost Chair Trend Ghosting Us?
As we delve into the data, it’s clear that ghost chairs are losing their status as the go-to trendy seating option for parties and gatherings in South Africa. Our analysis reveals a significant decline in searches for ghost chairs, with a stark 27% drop year-on-year, averaging around 3,647 searches a month. This isn't just a small fluctuation; it displays a persistent downward trend. From a peak of 4,460 searches in June 2022, we've seen a steady decline to just 2,940 searches by May 2026.
What jumps out in the data is that this decline isn't isolated to a specific time frame or event; it's a consistent drop that suggests a shift in consumer preferences. While ghost chairs—made famous by brands like Kartell and various local furniture retailers—once dominated the aesthetic landscape of events, our findings indicate that South African consumers may be pivoting to more versatile seating options.
This trend could be interpreted in various ways. Could it be that the post-lockdown ambiance is shifting back towards comfort over minimalism? Our insights reveal that less is more, as consumers are likely opting for cozy, traditional seating that fosters an inviting atmosphere. We read this trend as a decline in minimalist aesthetics and a return to comfort, friendliness, and functionality.
The decline in ghost chair interest is echoed across the national market landscape. In Gauteng, where the populous nature drives trends, we’ve observed a shift in preferences, as traditional chairs start gaining traction. The bustling suburbs of Sandton and Rosebank are increasingly seeing consumers leaning towards more functional seating options, perhaps influenced by the rise of gatherings that emphasize comfort over style.
Interestingly, while KZN and the Western Cape also exhibit decreased search interest in ghost chairs, the impact is less pronounced. Coastal trends often favor airy aesthetics, but the allure of ghost chairs seems to be fading even in these regions. The market dynamics suggest that retailers in places like Durban and Cape Town might want to rethink their stock strategy, focusing more on traditional and multifunctional furniture alternatives.
🏆
4,600
Sep 2022
peak month
📊
2,940
May 2026
latest
Yearly share
2022
17.6%
2023
25.6%
2024
25.3%
2025
22.3%
2026
9.1%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
Consumer Insights: The Evolution of Taste
Our data tells us that South African consumers are evolving. The generational shift is evident as the young adult demographic, particularly in urban areas, increasingly seeks comfort and functionality in their seating choices over aesthetic appeal alone. The search behavior indicates that consumers are also looking for affordability and practicality, especially as the economic climate fluctuates with rising costs.
Suburbs like Bellville and Blouberg show an interesting mix of old and new preferences. While younger consumers are still interested in trendy pieces, the focus has shifted towards pieces that can serve multiple purposes—like convertible chairs or sofas. The rise of online platforms such as Mr D and Uber Eats has also influenced how people view home setup for social settings, prioritizing how spaces function rather than merely how they look.
What retailers should do
For retailers like Pick n Pay and Checkers, the decline in ghost chair popularity means it’s time to pivot. Woolworths and Spar should consider sourcing more versatile furniture that caters to the changing consumer sentiment. Lines such as multifunctional bean bags or stylish but comfortable armchairs from brands like The Furniture Warehouse could be a winning focus.
Additionally, with ghost chairs falling out of favor, it's the perfect moment for retailers to highlight affordable, stylish alternatives that cater to family-oriented gatherings. Items like indoor-outdoor dining sets or modular seating reflect the growing preference for functionality without sacrificing style.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
Local favouritesPremium imports
Are you still a fan of ghost chairs?
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 South African market for Ghost Chairs is experiencing a significant decline, marked by a steady year-on-year decrease of 27%. Monthly search data indicates a downward trend, with average searches dropping to approximately 3,647 in recent months. This decline suggests a shift in consumer preferences, perhaps influenced by evolving design trends or changing event aesthetics.
Ghost Chairs, originally popular for their modern and transparent design, are now facing decreased demand across various regions in South Africa. This trend is reflected in the consistent monthly search volume, which highlights a growing disinterest in these once-coveted seating options. The data indicates that this is not a transient dip but a sustained decline, calling for industry stakeholders to reassess their strategies regarding Ghost Chairs.
Findings & patterns
Recent data from various sources indicates that Ghost Chairs are still manufactured and sold across major South African cities, including Johannesburg and Cape Town. Manufacturers in Johannesburg, for instance, emphasize their production capabilities for events, exhibitions, and weddings, yet the overall market demand appears to be waning.
In Cape Town, manufacturers continue to offer Ghost Chairs for similar events, but the consistent decline in search interest suggests that these chairs may no longer hold the same appeal. The market dynamics are shifting, with consumers possibly gravitating towards alternative seating options that better suit contemporary design preferences.
Additionally, suppliers across South Africa report that while they maintain stock of Ghost Chairs for hospitality and retail applications, the decreasing search volume indicates a need for adaptation. The focus may need to shift towards enhancing product offerings or exploring new designs that resonate more with current consumer tastes.
Key indicators
📉Monthly SearchesGhost Chairs are averaging around 3,647 monthly searches, reflecting a steady decline in interest over the past year.
📉Year-on-Year DeclineThere is a notable 27% drop in Ghost Chair searches compared to the previous year, indicating a significant shift in consumer preferences.
➡️Event UsageWhile Ghost Chairs are still marketed for events and exhibitions, the declining search interest suggests that their popularity is diminishing.
➡️Market AdaptationManufacturers are still producing Ghost Chairs, but the industry may need to adapt to changing consumer tastes to remain relevant.
PartyTrends read
The decline of Ghost Chairs in South Africa highlights a critical moment for manufacturers and event planners alike. As consumer preferences evolve, stakeholders must consider innovative designs or alternative seating options that align better with current trends.
To remain competitive, the industry should focus on market research and consumer feedback to understand the underlying reasons for this decline. Embracing new styles and functionalities could reinvigorate interest and attract a new customer base.
Related articles
Ghost Chairs for Sale Johannesburg South Africa(bargaintents.co.za)Manufacturers in Johannesburg highlight their production of Ghost Chairs for events, indicating ongoing availability despite declining interest.
Ghost Chairs for Sale Cape Town South Africa(bosstents.co.za)Cape Town suppliers continue to offer Ghost Chairs for various events, yet the search trends suggest a reduction in consumer demand.
