The Picnic Party: A Fond Farewell?

As we look back to 2022, many of us were convinced that picnic parties would take off in a whole new way. However, our latest analysis tells a disheartening story: searches for 'picnic party ideas' have plummeted by a staggering 53% year-on-year. In 2022, we recorded about 108,423 searches, but this figure has dwindled to just 76,940 in 2023. What bes as a promising trend now feels more like a distant echo of a simpler time.

The data reveals a concerning trajectory. By 2026, we anticipate searches will dip to around 42,681, and projections for 2027 suggest this figure will fall further to 20,529, ultimately plummeting toward a mere 4,919 searches by 2028. We read this as a potential cultural shift away from the outdoor enjoyment that picnic gatherings once symbolized.

Several factors may be contributing to this decline. The pressure of modern life, exacerbated by load-shedding and economic uncertainty, could lead South Africans to reconsider how they celebrate. The shift in consumer preferences, which has included a preference for more structured events like intimate dinners or backyard barbecues, seems evident in the data. We suspect that picnic parties, once revered for their casual charm, are being overshadowed by more convenient alternatives.

Data from PartyTrends chart
RegionValueYoYVerdict
2022108,423—Chasing
202376,940—Chasing
202456,410—Chasing
202552,330—Chasing
202642,681—Chasing
Headline from the data

Picnic Party Ideas peaked at ~108,423 annual searches in 2022. 2028 is tracking ~4,919 (projected full year).

What This Means for the South African Market

The decline in the popularity of picnic party ideas signals a significant shift in the South African market landscape. With regions like Gauteng, known for its vibrant lifestyle, witnessing the steepest declines, implications for local retailers are critical. Cape Town and KZN, although also noticing a dip, appear to be holding onto picnic culture slightly better, with certain suburbs like Constantia and Umhlanga still enjoying outdoor gatherings.

Moreover, this could have broader implications for consumer behaviour during peak seasons. December, traditionally a time of festive gatherings, may see a pivot towards more indoor, controlled environments. As a result, businesses must adapt their offerings, moving away from picnic supplies to more robust indoor dining experiences. Given the current economic climate, we expect a shift in purchasing behaviour towards value-oriented products as well.

108423
2022
leader
76940
2023
challenger
Yearly share
2022
32.2%
2023
22.8%
2024
16.7%
2025
15.5%
2026
12.7%
Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

What the SA Consumer is Doing

The South African consumer appears to be gravitating towards more intimate and structured events, as highlighted by the decline in searches related to picnic party ideas. These shifts indicate a preference for less effort-intensive gatherings that can accommodate the realities of contemporary life, such as busy schedules and unpredictable weather. The younger generation, in particular, is increasingly embracing digital convenience, often opting for delivery services like Mr D and Uber Eats, which detracts from the traditional picnic experience.

Additionally, the emergence of urban lifestyle changes, particularly in suburbs like Parktown North and Sea Point, showcases a move towards more sophisticated dining experiences. This shift reveals a nuanced understanding of the consumer psyche, as people seek environments that complement their chang lifestyles. With the rise of social media, the desire for Instagram-worthy experiences has led to a preference for well-styled indoor events rather than the less controlled aesthetics of a picnic.

2028 projection
~4,919
RIP Picnic Party Ideas
PartyTrends linear fit on seasonally adjusted annual totals

What retailers should do

With the sharp decline in picnic party ideas, retailers must recalibrate their stock strategies to align with chang consumer preferences. Major retailers like Pick n Pay and Woolworths should consider enhancing their indoor catering selections. Products such as gourmet meal kits, artisanal cheese boards, and ingredients should take precedence over picnic supplies like disposable plates and coolers. For example, Pick n Pay's gourmet cheese selection or Woolworths' ready-to-eat meals are likely to resonate more with today's consumers.

Additionally, Checkers and Spar could pivot to offer home dining experiences that promote social gatherings, such as themed dinner packages or curated and food pairings. Marketing strategies should focus on experiential dining that caters to the growing demand for convenience and quality. As the search landscape evolves, adapting to these insights will become crucial for staying relevant in the competitive retail environment.

Retail action — stock this
Pick n PayCheckersShopriteWoolworths
picnic party ideasParty CityAce Party SuppliesBalloon Emporium