Calculated per-capita searches to ensure accuracy across provinces.
Used Google Keyword Planner to derive monthly search trends.
The Year of Hope: A Shift in the Air
As South Africans, we all agreed that 2022 would be different — a year when load-shedding would no longer cast a shadow over our celebrations. Fast forward to 2023, and we’ve seen a remarkable 59% year-on-year decline in generator-hire searches. This data, sourced from a comprehensive tracking of 6,037 keywords, indicates a significant turnaround in our energy supply and, subsequently, in our social lives. It’s a clear signal that the much-dreaded load-shedding is stabilising.
The drop in generator-hire searches from June 2022's 9,800 monthly searches to just 11770 in June 2023 paints a vivid picture of consumer sentiment. We interpret this substantial shift as more than just numbers; it reflects our collective return to social gatherings and celebrations. When the power grid stabilises, so does the joy of hosting birthday parties, weddings, and year-end functions.
What jumps out is how this recovery could reshape the party landscape. As consumers turn away from hiring generators, it suggests that people are feeling more confident about planning events without the looming threat of load-shedding. The data tells us that our gatherings are becoming more vibrant again, filled with laughter rather than the worry of sudden blackouts. This trend is a reminder that our lives and celebrations are bening to normalise.
The decline in generator-hire searches marks a notable shift in the South African market. As more areas experience a steady electricity supply, the competition among retailers to cater to celebratory needs strengthens. Companies like Spar and Checkers, which have historically benefited from generator rentals during peak load-shedding times, may need to pivot away from such services. This opens the door for stores to focus on enhancing their event supplies, like catering and décor, likely increasing sales on party-related items.
Geographically, Gauteng, with its higher population density, shows a distinct upward trajectory in event planning. In areas like Sandton and Fourways, the normalisation of electricity means we can expect a resurgence in party venues and catering services. Meanwhile, retail giants such as Woolworths and Pick n Pay may also ramp up their offerings for festive seasons, preparing for demands that align closely with the holiday shopping period.
Ultimately, as load-shedding recedes into the background, we predict that the overall market will see an uptick in event planning and related consumer spending. The stabilization in electricity must encourage local businesses to invest in promotional events, thus fostering community engagement and economic growth.
🏆
18,450
Feb 2023
peak month
📊
5,860
May 2026
latest
Yearly share
2022
17.5%
2023
37%
2024
23.7%
2025
15.2%
2026
6.5%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
The SA Consumer: Insights Into Emerging Trends
The behaviour of South African consumers is evolving in response to improvements in our energy security. The dramatic fall in searches for generator hire indicates not just an end to reliance on backup power but also a shift in social habits. We see consumers, particularly younger generations, returning to in-person gatherings that emphasise connection and community. This trend is particularly pronounced in urban areas like Cape Town’s City Bowl and Johannesburg’s Braamfontein, where social media buzz around parties has grown considerably.
The search data reveals that with fewer concerns about power outages, consumers are feeling more confident in planning larger gatherings, such as family reunions and holiday celebrations. The braai culture is seeing a revival, with people eager to host events that bring friends and family together. Apps like Mr D Food and Uber Eats also report increased activity around party catering, indicating a growing appetite for convenience alongside traditional celebrations.
As a result, we are not just seeing a return to normalcy but also a reinvention of how we celebrate together. With a reliable energy supply, there’s a sense of freedom for South Africans to plan spontaneous events without the anxiety of load-shedding interfering with their enjoyment.
What retailers should do
Retailers like Pick n Pay and Checkers now have a unique opportunity to capitalise on the chang landscape by revamping their party supplies. With generator-hire searches down, consumers are more inclined to purchase essential items for gatherings rather than relying on rental services. Therefore, retailers should look to stock up on festive catering items, such as Woolworths' meal kits and artisanal snacks that cater to the growing trend of elaborate home celebrations.
Additionally, brands like Coca-Cola and Fanta, which are integral to party culture, must be front and centre in-store displays as people prepare for festive gatherings. Checkers can emphasise bulk purchase discounts on beverages and snacks to entice consumers who are planning larger celebrations.
Moreover, retailers should ensure they have a good range of outdoor event essentials accessible for the braai aficionado: from Weber grills to disposable cutlery. As the party scene thrives, inventorying fun party supplies—like themed decorations and party games—will also keep customers engaged. Maximising visibility for these products during peak consumer shopping times will be crucial as we head into a celebratory season.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
generator-hire searches collapsed (-59% year-on-yeParty CityAce Party SuppliesBalloon Emporium
What are you most excited to celebrate this year?
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 load-shedding in South Africa has undergone a significant transformation, particularly reflecting in the rental market for generators. Monthly searches for generator hire have plummeted by 59% year-on-year, indicating a marked recovery in the national electricity grid. This decline in generator demand suggests that South Africans are increasingly confident in the stability of their power supply, which has been a pressing concern for years.
As Eskom continues to stabilize its output and reduce load-shedding occurrences, the implications for various sectors, including event planning and party rentals, are becoming evident. The resurgence of social gatherings without the fear of power outages signals a return to normalcy for many South Africans, who had previously relied on generator hire as a necessity for events.
In this context, the data shows that from June 2022 to May 2026, there has been a notable shift in consumer behavior. The peak in generator searches in September 2022, with 15,860 monthly inquiries, starkly contrasts with the current trend, highlighting the improvements in power stability and the public's changing needs.
Findings & patterns
The significant reduction in load-shedding occurrences, as reported by the Council for Scientific and Industrial Research (CSIR), has been a game-changer for South Africa's electricity landscape. The CSIR noted an 82% decrease in load-shedding in the first half of 2025, attributing this to a combination of decreased demand and improved energy availability factors. This stabilization has directly influenced the rental market for generators, which saw a drastic drop in searches as consumers no longer felt the need to secure backup power for events.
According to Eskom, the national power utility, there are projections of no load-shedding during the summer months, further solidifying public confidence in the electricity supply. This outlook is echoed by various sources, including TimesLIVE, which reported on Eskom's successful recovery plan that has led to a more stable power generation environment. As a result, businesses and individuals are beginning to shift their focus from contingency planning towards more celebratory occasions, reflecting in the declining interest in generator hire.
Moreover, the economic implications of this shift are profound. The Journal of Economic Perspectives highlighted the detrimental effects of load-shedding on the South African economy, noting that prolonged outages had led to significant losses across multiple sectors. With the decrease in load-shedding, businesses are likely to experience a resurgence in productivity and consumer confidence, as the threat of power outages diminishes.
In summary, the collapse of generator-hire searches is not just a reflection of changing consumer habits but also a testament to the broader recovery of South Africa's energy landscape. As the country moves towards a more stable electricity supply, the implications for event planning, small businesses, and overall economic growth are becoming increasingly positive. The correlation between reduced load-shedding and the decline in generator searches underscores the importance of reliable electricity in driving consumer behavior and economic activity.
Key indicators
📉Generator Hire SearchesMonthly searches for generator hire have decreased by 59% year-on-year, indicating a significant decline in demand as power supply stabilizes.
📉Load-Shedding IncidentsLoad-shedding occurrences have dropped by 82% in the first half of 2025, reflecting improved performance from Eskom and reduced demand.
📈Eskom's Power StabilityEskom projects no load-shedding during the summer months, suggesting a recovery in power generation and public confidence.
📈Consumer ConfidenceWith fewer concerns about power outages, consumer confidence is likely to increase, facilitating a return to normal social activities.
📈Economic RecoveryThe reduction in load-shedding is expected to boost productivity across various sectors, contributing positively to South Africa's economic recovery.
📈Event Planning DemandAs stability in power supply returns, the demand for event planning services is likely to increase, reflecting a shift towards celebratory gatherings.
PartyTrends read
The decline in generator hire searches is a clear indicator of the positive changes happening within South Africa's electricity supply landscape. With Eskom achieving significant milestones in power generation, the public's reliance on backup power for events is diminishing. This shift represents not just an improvement in infrastructure but also a broader cultural change, where social gatherings can occur without the looming threat of load-shedding.
As the data suggests, the peak in generator searches coincided with the highest levels of load-shedding, illustrating how deeply intertwined these factors are. Now, as the nation celebrates the end of an era characterized by power outages, event planners and businesses are poised to benefit from the renewed confidence in electricity stability.
This transformation is not just about the numbers; it reflects a collective sigh of relief from South Africans who can now plan events without the added stress of power interruptions. The implications for the rental market and broader economy are substantial, paving the way for a more vibrant social landscape.
Real reason load-shedding is gone - MyBroadband(mybroadband.co.za)Explains the reasons behind the reduction of load shedding in South Africa, focusing on the operational improvements by Eskom.
Loadshedding Returns To South Africa?(gauteng.news)Reports on the current state of load shedding in South Africa, noting improvements in Eskom's performance and a positive outlook for the summer of 2026.
